An accordion pattern stacks content into labeled sections that expand and collapse on click. The user sees the headings, picks what's relevant, and skips the rest. It's the UI equivalent of a table of contents where each chapter opens in place.
The FAQ section is where accordions shine brightest on landing pages. We see it constantly in audits: pages that moved a wall of FAQ text into an accordion saw engagement with those answers increase, not decrease. People are more likely to read an answer they chose to open than one buried in a paragraph they're scrolling past.
Where accordions go wrong
The mistake is using accordions to hide primary selling content — features, pricing details, key benefits. If it's essential to the conversion decision, it shouldn't require a click to reveal. Every accordion panel has a "tax" — some percentage of visitors will never open it. For FAQ objection-handling, that's fine. For your core value proposition, it's conversion suicide.
Also watch for accordions on mobile. They work well when sections are short (2-3 sentences), but if each panel contains 200+ words, you've just created a different kind of scroll fatigue. Test that the expanded state doesn't push your CTA so far down that users lose context.