Use similar language and wording to what your customers use

Your customers have a certain question in their head. Said question is worded in a certain way, and there’s often a trend across multiple users in this wording. It’s beneficial to use similar wording in your FAQ. This way, the questions (and thus the answers) feel more relevant for your users, which makes them more engaged with your page. 

A good way to discover this wording is simply by going through your emails. Read emails with questions people have sent you, and check out how what they ask and how they ask it. Then, write your FAQ in a similar style.