Q: Should You Have FAQs on Your Website? A: Yes!

Q: Should my creative business put FAQs on my website?

A: Yes! FAQs help your clients understand your offerings, reduce the need for manual customer support, and help you get found by people searching on Google or AI.

As website copywriters, we almost always recommend FAQs sections for our clients. Here’s why — and how to structure yours so you actually help people (and help your SEO and AIO, too).

Why Do I Need FAQs on My Website?

Think of what “FAQ” stands for: “frequently asked question.” In other words, it’s something most of your audience is wondering.

Wouldn’t you want to help the majority of the people who are interested in buying from you?

Sharing FAQs on your website doesn’t just help your clients. It also helps your SEO (search engine optimization) — and, now, your AIO (artificial intelligence optimization).

FAQs boost your AI search visibility because their question-and-answer format helps AI systems extract and synthesize information. This means your content is more likely to be featured in AI overviews, rich snippets, and voice search results.

FAQs are good for traditional search engines, too. By directly addressing the needs of your audience, you build your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) score, which Google values so highly.

To summarize the benefits of website FAQs in a bulleted list (another format both Google and AI love!)…

FAQs on your website are important because:

• They help you get found online (both by Google and by AI search).
• They reduce the amount of time (and money) you spend fielding questions from clients.
• They show you care about your clients’ hesitations.
• They’re just plain helpful!

Creating an FAQs section or page is usually a pretty low lift, too — especially when you consider the far-reaching benefits.

How Do I Write a Good FAQs Page or Section?

Like any website conversion strategy, it’s not enough to simply do it. You have to do it well.

Here are our top six tips for optimizing FAQs on your website.

1. Figure Out What Your Audience Is Actually Asking

Remember the F (and the A) in “FAQ.” You should address questions your audience is truly asking, not ones you think they’re asking.

To find out what those concerns are, you’ll want to do a little research:

• Website form submissions
• Blog, YouTube, or Instagram comments
• Social media DMs
• Online support tickets
• Customer service chats
• Keyword research
• Google Search Console data
• “People Also Ask” results on Google
• Real-life conversations with clients

2. Phrase Each FAQ as a Question

Now that we’ve covered the F and the A, let’s focus on the Q.

When titling an FAQ, don’t write, “Hair & Makeup.” Write, “Is hair and makeup included in my brand photography package?”

Use the actual phrasing people are using when asking their questions. Write in a conversational tone, and use the first-person point of view.

3. Answer Each FAQ Directly

FAQs are not a place for fluffy or jargon-filled copy.

When answering an FAQ, state the answer directly in the first sentence or two. That’s likely what Google or AI will pull. Plus, it’s never wise to bury the lede.

Answer the question as thoroughly as needed, but keep it as concise as possible. Aim for 1–3 sentences if you can.

If you need to write a longer response, use bulleted lists to make the content easy for search engines to parse (and for users to scan). Consider linking to a more detailed internal page for further context.

If specific details like numbers, timeframes, and concrete examples are helpful to include, do so! Search engines — and people — prefer real data over vague generalizations.

4. Place Your FAQs in the Most Logical Place

One standalone page with all your business’s FAQs is usually not necessary (or very helpful). Instead, we recommend placing a relevant FAQs section on each appropriate page.

For example, an event planner may want one FAQs section on their Weddings page and one on their Corporate page. Each audience will likely have different questions and want tailored results.

No one wants to hunt down a separate landing page and scroll through a bunch of questions to get the answers they need. Don’t make your readers work harder than necessary.

While we recommend placing an FAQs section toward the bottom of a page, make sure it’s still visible. You can use a drop-down menu (especially if you have more than, say, 3–5 FAQs), as long as it’s not hidden in non-indexable tabs or menus.

5. Update Your Website FAQs Frequently

As your business grows and seasons change, your customers’ questions will, too.

Review your FAQs often — at least every year — to ensure they’re as accurate, up to date, and helpful as possible.

As you do, ensure you’re using proper structure (like headers and schema markup) that search engines understand. It’s a bit technical, but it’ll boost your SEO and AIO.

6. Keep the User Experience in Mind

You might be tempted to list every FAQ you can think of in order to appease your audience (or capitalize on those long-tail searches).

But we’d argue that what serves your audience more is providing a clear, uncluttered user experience.

Try to limit FAQs on a typical landing page to no more than to 5–7 questions. You can always link to a resource with more info or invite people to reach out with other concerns.

When writing website FAQs, pretend there’s a real, live person who’s asking you something IRL. What would you say to them?

Say that.

What Else Can I Do to Improve My SEO, AIO, and Website Conversion?

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