Content Strategy: Frequently Asked Questions Rewrite

The client’s FAQ page was one of the most visited sections of the site, but also one of the least effective. It was dense, outdated, inconsistent in tone, and overloaded with jargon. Members couldn’t find answers, and call center volume reflected that.

A full-page redesign was planned but delayed. To keep things moving, I proposed a content-first approach: rewrite the FAQ to be clearer, more scannable, and more aligned with real member questions.

My Approach

Reworked the Information Architecture

  • Grouped FAQs around member intent, not internal categories

  • Reduced cognitive load by collapsing redundant questions

  • Reordered content based on top search terms and call drivers

Rewrote Every Answer in Plain Language

  • 6th grade reading level

  • Clear headlines, bullet points, and “what this means for you” phrasing

  • Shorter sentences that still preserved compliance and accuracy

Added UX Microcopy That Guided Behavior

  • “If you’re not sure which applies to you…” guidance

  • Simple next steps with clear pathways (e.g., call, self-serve, portal link)

  • Direct, concise headers that match how members actually search

Results

+54% Increase in Engagement

Without changing layout, visuals, or structure and only rewriting content, the FAQ center saw a 54% lift in member engagement within the first reporting period.

Outperformed the Full Redesign

When the full visual redesign launched later, engagement metrics decreased, and the new design underperformed the rewrite.

My rewrite remained the benchmark for clarity, navigation, and task completion.

Why My Version Worked

It matched how people actually ask questions

It removed jargon and filler

It reduced effort and decision fatigue

It delivered exact answers fast

The redesign improved visual polish but unintentionally added friction by adding longer scrolls, fewer visible entry points, and less scannability.

Takeaway

This project demonstrates the power of content strategy as UX and how thoughtful language, structure, and clarity can outperform even a visually polished redesign.

It shows my strength in:

  • Making complex information intuitive

  • Using member behavior to drive IA

  • Delivering measurable results with minimal resources

  • Advocating for content-first UX, not “content last” filler

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