E-Commerce Sites Foil Firefly With Video, Social Media and Creative Content

4. Spice up your FAQs. Your frequently asked questions (FAQ) page doesn't have to be dry and bland. By answering customer questions in a creative way, the FAQ page can help you engage customers, demonstrate your knowledge and show your brand's personality. Outdoor retailer REI does this well by weaving in customer questions and videos from its YouTube channel into its FAQs page. When people look online for answers to questions about outdoor topics — e.g., how to fix a flat bike tire — REI's content will pop up in their search.