Gary 12 December 2013 So, the ultimate evil would be an FAQ in an accordion-type list that hides the answers (the actual content) behind a click. I’ve admittedly made those in the past. I like describing an FAQ as a framework for content, instead of content itself. If you’re writing an FAQ for a new drink at a coffee establishment, a typical FAQ might be: Q: Are your beans grown ethically? A: All our beans are grown in fair-trade ethical methods, including our state-of-the-art roasting factory in New Mexico. Q: Where are your beans produced? A: All our beans are produced in ethically run family farms in Cuba and shipped up to our state-of-the-art roasting factory in New Mexico. OR…. you could make that part of your main selling features in your marketing copy… Try our new mocha-crappa-cino. It made from the finest Cuban beans, ethically produced in family-run farms and then shipped to our state-of-the-art roasting facility in New Mexico. Those kind of FAQs are the ones that you want to avoid. Focus on good content and you want need to worry about those kinds of FAQs.