If I would do it again, I'd use a simple 'help' (or ?) button in most places to link directly to the relevant FAQ entry.
If your website is very technical in nature (and some are), I don't think there is a way around the FAQ, the people that use their FAQ for stupid marketing speak ought to be shot for misleading the public and devaluing a genuinely useful construct.
It seems that with the increase of time the probability of any surface turning into a bill board approaches '1'.
Unfortunately FAQs seem to be subject to this law.