What Should an FAQ Page Include?

An FAQ page earns its place when it answers the questions that stop people from contacting you. Done well, it saves you repeated phone calls and helps hesitant visitors feel confident enough to take the next step. Done badly, it becomes a pile of filler nobody reads.

Start with real questions

The best FAQ content comes from what people actually ask. Look through:

• Emails, messages and phone calls from the last few months
• Questions customers ask before booking or buying
• Concerns that come up during quotes or first meetings
• Common doubts in your reviews

If a question has been asked more than a few times, it belongs on the page.

What to include

• Pricing and payment. How you charge, what affects the cost, how payment works
• Process and timing. What happens after someone contacts you and how long things take
• Service area and availability. Where you work and when
• What is and is not included. Clear expectations prevent disagreements later
• Policies. Cancellations, returns, warranties or guarantees
• Getting started. What a new customer needs to prepare or bring

How to organize it

If you have more than a handful of questions, group them under simple headings such as "Pricing," "Booking" and "After the job." Put the most common questions first. Visitors should find their answer within a few seconds.

How to write the answers

• Answer in the first sentence, then add detail
• Use plain words, as if speaking to a customer in person
• Keep each answer short, ideally a few lines
• Link to a fuller page when more detail helps
• End with an easy way to get in touch for anything not covered

What to leave out

• Questions nobody actually asks
• Sales pitches disguised as questions
• Answers that dodge the question
• Anything that quickly goes out of date, unless you will keep it current

Keep it alive

Review the page every few months. Add new questions that keep coming up and remove outdated ones. If you are wondering how this page fits among the others on your site, see how many pages a business website needs.

There is also a technical side. Marking up your questions so search engines understand them is covered in what FAQ schema is. The content comes first, though. Write helpful answers, and the technical extras are a bonus.