Pick one offer and one question a prospective customer has actually asked about it. What were they trying to decide?
That is your starting point. By the end of this exercise, you will have a short list of useful questions, an answer source for each one and a decision about where the answer belongs. Some answers will become FAQ entries. Others will improve the main offer description.
The coaching business and question records below are fictional. They demonstrate the exercise; they are not Dante's client conversations, customer testimonials or evidence of results.
Start with a question you can trace
Look at enquiries or research notes you are authorized to use. Find questions connected to the current offer. Keep the date, source reference and situation with each question. A question from someone comparing options may need a different answer from a question asked after purchasing.
Record a faithful paraphrase when exact wording is unnecessary. Keep the original source in its appropriate private location. Your working sheet can use a reference such as Q01 instead of copying a person's name, email or private circumstances into a shared draft.
GOV.UK's guidance on learning user needs recommends reviewing existing evidence and learning from actual or likely users. It distinguishes user evidence from assumptions. Apply that distinction to your FAQ list: an observed question and a question suggested by your team or an AI assistant need different labels.
If you have no prospect questions yet, write a provisional research list. Do not call it “frequently asked” evidence. Use the questions to guide a conversation with likely users, then record what they actually ask.
Find the decision inside the wording
A question such as “Is this for beginners?” is too broad to answer well without context. Does the person mean they have never used the software, have no existing customers or have not completed the preparation?
Write the decision beside the question: “Can I take part without a finished portfolio?” That gives you something specific to answer from the offer's real requirements.
When the meaning is unclear, ask a neutral follow-up. “What have you prepared so far?” may help. “You want something easy for beginners, right?” supplies the answer you hoped to hear. GOV.UK's interview guidance recommends open, neutral questions and real examples, with follow-ups to clarify meaning.
You are trying to understand the obstacle. You do not need to turn every question into an objection to overcome.
Sort questions before writing answers
Use three working destinations:
Scroll horizontally to compare all columns.
| Destination | Use it when | Example decision |
|---|---|---|
| Main offer information | The fact affects whether someone can participate or understand the offer | Put required preparation beside the session description |
| Focused FAQ answer | The reader needs clarification about a specific situation | Explain whether an unfinished draft can be discussed |
| Private reply or unresolved decision | The answer depends on personal details, or the business has not settled it | Check an individual access request or settle an undefined policy |
Do not hide an important restriction at the bottom of a long FAQ. If everyone needs a draft before joining, say that in the main offer. An FAQ can explain the boundary further, but should not be the first place the requirement appears.
Repeated questions can reveal unclear copy. They do not automatically justify more FAQ entries. Check whether improving one sentence in the main description would answer several of them.
Work through a fictional coaching offer
Imagine a coach planning a Portfolio Review Clinic. The assumed offer consists of two group sessions reviewing participants' existing draft portfolios. It includes discussion and written notes. It does not create portfolios for participants or promise employment.
The following records, dates and offer documents are invented. The questions are paraphrases for the example, not quotations from real people.
Scroll horizontally to compare all columns.
| Record | Question and context | Answer source in the fictional business | Decision |
|---|---|---|---|
| Q01, October 1 | Can I join without a draft? Asked before deciding whether to enrol | Current preparation sheet requires an existing draft | State the requirement in the main offer; clarify what counts as a draft |
| Q02, October 2 | Will someone rewrite the portfolio for me? Asked while comparing coaching with a service | Current session scope includes review and notes only | Clarify scope in the main offer and add a focused answer |
| Q03, October 3 | Can I work on a portfolio for a career change? Asked with an unfinished draft | Current scope allows career-change portfolios; it requires material to review | Answer the specific situation in the FAQ |
| Q04, October 4 | What happens if I miss a session? Asked before committing | No attendance or make-up arrangement has been settled | Hold the answer and resolve the arrangement before taking enrolments |
Q04 has useful question evidence and no settled answer. That is a real planning outcome. Writing a reassuring sentence would not create the missing arrangement.
Draft one answer with a clear boundary
Take Q03. Begin with the direct answer, add the relevant condition and tell the reader what to prepare.
Can I use a portfolio for a career change?
Yes, if you have a draft portfolio for the kind of work you want to pursue. Bring that draft and a short description of your intended role. The clinic reviews how you present the work; it does not provide job placement.
This answer follows the fictional scope. For a real offer, verify that scope before using comparable wording. If you cannot establish a condition, keep it as an open question rather than filling the gap with “usually” or “we'll make it work.”
Now try Q02:
Will the coach rewrite my portfolio?
The clinic includes group review and written notes. You make the changes to your portfolio. A portfolio-writing service is not included.
There is no need to add a performance claim. The reader asked what work the offer includes. Answer that question.
Keep the question source and answer source separate
A prospect's question establishes that someone needed information. It does not establish the correct business answer. Keep both sources in your worksheet.
For each entry, record the offer version, question context, supporting document or responsible person's confirmed decision, draft answer and review trigger. A new session format, changed preparation requirement or revised attendance arrangement should trigger a check of the affected answers.
If five messages came from one conversation, do not describe them as five independent people asking the question. Note the context without inventing a frequency claim. You can choose a useful answer because it matters to a decision, even when it has been asked once.
Keep personal situations out of public examples unless their use has been appropriately resolved. A general answer can explain the offer without reproducing someone's private story.
Help readers find the answer
Use recognizable question headings and short answers. W3C's heading guidance explains how headings communicate page organization and support navigation, including with assistive technology. Ask the builder to preserve that structure, not just make the question text bold.
Start with a readable list. If the design uses expandable answers, check that readers can operate the controls and reach their content. Do not let visual compactness hide the information needed to decide.
Give the draft to someone unfamiliar with the offer. Ask them to find one answer and explain what they believe is included. Where their interpretation differs, revise the answer or the main description. That checks understanding; it does not prove sales demand or improved conversion.
Complete your first question record
Use the prospect-question worksheet. It includes the four fictional records, a blank source record and an answer review checklist.
Choose one real question. Trace it, name the decision, verify the answer and choose its place on the page. If the answer is missing, finding that gap is useful work. Give it a next action before adding another question.
For a ClickFunnels AI project, bring the settled answers and open decisions into your brief alongside the agent guide, subject to its workflow and access requirements. Preparing an FAQ does not build a page or establish a product feature. Finish one answer a visitor can use.