Writing an FAQ that closes instead of fills

Writing an FAQ that closes instead of fills
"Add an FAQ to cover loose ends." [MOSTLY MYTH] It spread as a dumping ground for whatever didn't fit above. The truth: most FAQs answer questions nobody asked while ducking the ones that block the sale. Rebuild it:
— Pull real questions from sales chats, support tickets, and refund reasons.
— Lead with the uncomfortable ones: pricing edge cases, cancellation, what happens if it doesn't work.
— Every answer ends pointing toward action or proof, never just "yes."
— Cut any question whose only purpose is to let you restate a benefit. That's not an FAQ, it's an ad in disguise.
The nuance the loose-ends framing misses: a good FAQ is your last-line objection handler, placed where hesitation peaks. It's not a tidy bin for leftovers; it's the closer you put at the bottom because that's where doubt makes its final stand.