When it comes to doing organic SEO, FAQ's IMHO are by far the most overlooked and underdeveloped tool available. The amount of mileage you can get out of competitor brand names can be incredible. The first key is not to put all the questions on one page. Use a separate page for each. The second key is not not limit yourself to questions people actually ask. :)
After all, frequncy is directly related to traffic volume, so I always tell clients to write down all the possible questions they might get asked if they were getting 10,000+ visitors per day.