Good writing answers reader questions without the need for a laundry list of searchable topics, the ubiquitous FAQs.

If you write from the reader’s point of view, you can create a clearly marked path that turns questions into answers in a logical sequence. The key is user experience — understanding what the reader wants to know and delivering in a simple, logical and highly readable style. This is the realm of empathy and skilled copywriting.

Keep it warm

FAQs have the flavor of automation, which is about as warm as a robotic checkout window. Compare with text that welcomes, engages and motivates a reader, while building the brand every step of the way.

FAQs have their place as an adjunct to a website’s information flow, but not as replacement for well-crafted creative writing.