FAQ Section

A list of questions that expand to reveal their answers. It comes in two shapes: a split layout with the heading in a column beside the questions, and a stacked layout — one centred column of bordered rows — which is what the product and ingredients pages use.

The questions can come from two places. You can type them straight into the section as FAQ Item blocks, or you can point the section at a reusable FAQ cluster so the same set of questions can be maintained once and shown on several pages. A cluster always wins: as soon as one is attached with questions in it, the blocks are ignored entirely.

The section also outputs FAQ structured data behind the scenes, which is what lets Google show the questions directly in search results and lets AI assistants quote the answers. That happens automatically — there’s nothing to switch on.

Settings

Setting	What it does
Section ID	Optional anchor, so a link elsewhere on the page can jump here. Must be unique on the page and written in handle format (section-id, not Section ID).
Layout	Split (title beside questions) — the default — puts the heading in a left-hand column with the questions beside it. Stacked (single column) matches the product page design: one centred column with a thin rule between rows and a square plus/minus button.
FAQ cluster	The reusable set of questions to show. Leave empty to use the FAQ Item blocks below instead.
Fallback FAQ cluster	Used only when FAQ cluster is empty. This is how the collection pages work — the cluster comes from the collection’s own settings, and this field supplies a general set for collections that don’t have one.
Title	The heading above the questions. Default “Frequently Asked Questions”. A cluster’s own title overrides this whenever the cluster has one.
Background Images	This whole group only appears when Layout is set to Split.
Mobile Background Image	Decorative artwork pinned to the bottom edge of the section on phones. Falls back to the desktop image when empty.
Desktop Background Image	Decorative artwork pinned to the bottom edge on tablet and up. Shown at 75% of the screen width, centred.

The background images are decoration, not content

They sit behind the questions at the bottom of the section and are ignored by screen readers. They are also dropped completely in the Stacked layout — the settings disappear from the sidebar when you switch to it, and any images you’d already chosen stop showing.

A cluster can bring its own images

If the attached cluster has an image or mobile image of its own, those replace whatever you picked in Background Images. The section settings are only used when the cluster leaves them empty.

There are no padding or colour settings on this section. Its spacing is fixed, and it inherits its text colour from the page.

Blocks

Accepts FAQ Item blocks — but only as the fallback for when no FAQ cluster is attached.

Setting	What it does
Question	The line shown in the closed state. Default “What stores carry our products?”.
Answer	The rich text revealed when the row is opened. Links and lists are fine.
Open by default	Starts the row expanded when the page loads. Off by default.

Blocks are silently ignored once a cluster is attached

The moment a cluster with questions in it is selected, every FAQ Item block on the section stops rendering. The blocks stay in the sidebar looking editable, so it’s easy to spend time editing questions that aren’t on the page. If your edits aren’t appearing, check whether FAQ cluster or Fallback FAQ cluster is filled in.

An empty cluster — one with no questions — falls back to the blocks as normal.

Where it’s used

• Product pages and the Ingredients page — Stacked layout, no cluster, questions written as blocks.
• Collection pages — Split layout, with FAQ cluster wired to the collection’s own FAQ cluster setting and frequently-asked-questions as the fallback. Each collection can therefore carry its own questions, and any collection that doesn’t gets the general set.

Tips

• Use a cluster for anything repeated. Shipping, returns and ingredient questions that belong on more than one page should live in a cluster, so the answer is corrected in one place rather than three.
• Write answers as complete sentences. They’re pulled out and handed to search engines and AI assistants stripped of formatting, so an answer that only makes sense next to the question above it reads badly out of context.
• Leave every row closed. Opening one by default pushes everything below it down the page, and on mobile the second question can end up off-screen. Use Open by default only when the section holds a single question.
• Order by how often the question gets asked, not by topic. Most people read the first two or three rows and stop.
• Keep it to eight questions or fewer per section. A long accordion is a wall of near-identical rows to scan. If you have more, split them across two sections with their own headings.
• Give the cluster a title. It saves setting the section Title on every page the cluster appears on, since the cluster’s title takes precedence anyway.