The FAQ page is the easiest page to make and the one almost nobody takes advantage of. It's not about filling a pretty list: it's about answering, before they even ask, the doubts that make someone write to you or go and look elsewhere. Done well, it sells at night, it saves you repeating yourself and now, on top of that, it's one of the first things artificial intelligence reads when someone asks about a business like yours.
What the FAQ page is and why it sells
It's the page where you answer, one by one, the doubts that stall the decision. Together with the services page and the contact page, it makes up the group of pages that turn a visit into a customer: the services tell what you do, the contact page collects, and the FAQ page removes the «yes, but…» that leaves people halfway. Nobody buys with a doubt on their mind, and it's almost always the same doubt.
And the unanswered doubt is expensive. Someone who has already found you and already likes you stops one step short because they don't know whether it's worth it or whether you reach their town, and they don't ask: they leave. You don't see it in any statistic, but it's what costs you the most customers.
The mistake: an FAQ page full of filler
The typical slip is filling it with questions nobody asks: «what's your philosophy?», «what sets you apart?». That isn't an FAQ, it's advertising dressed up as a question, and it shows. The customer arrives with concrete, money questions: how much it costs, how long it takes, what happens if they don't like it, whether they have to pay upfront, whether you work in their area. If you don't answer them, their own head does, and it almost always answers them wrong.
A real example: someone looks at a quote and thinks «what if they charge me extras later?». If your FAQ doesn't say what the price includes and what it doesn't, they're left uneasy and ask for three more quotes; if it says so clearly, they write to you. The same sentence, there or not there, changes the sale.
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Which questions to put: the ones they really ask
Look at your WhatsApp: that's where your FAQ is
Don't make them up, copy them. You have them in your WhatsApp, your emails and what people ask you on the phone. Open the last conversations and note the ones that repeat; those are your FAQ page. They usually go like this:
- Price. «How much is it?», even if it's a «from» or a range. Hiding it doesn't raise sales, it just brings time-wasters.
- Time. «When will you have it?», «when can you come?». People organise their lives around that.
- How it works. The steps, from the first call to delivery. It takes the fear out of starting.
- Warranty and «what if…». If they don't like it, if it breaks, if they want to change. This is where the sale closes or falls.
- Area, payments and the practical stuff. Where you work, how to pay, whether an appointment is needed.
If they ask you a question ten times a week, it isn't an odd doubt: it's the one costing you the most customers.
A good FAQ is gold for SEO... and now more for AI
Your FAQ page shows up for what people type
People don't just search loose words any more, they search whole questions: «how much to fix a blind», «can you return made-to-measure furniture». An FAQ page that uses those same questions, in the customer's words, shows up right when someone types them. It's one of the most profitable things you can do, because you're answering someone already one step from buying.
And now, getting AI to quote you
It's worth marking them up with the FAQPage standard so search engines understand what's a question and what's an answer. And here's the truth few people tell: Google retired the FAQ rich results in 2023 for almost every website, so forget about showing up with the pretty accordion in Google. Today's prize is a different one, and it's bigger: when someone asks ChatGPT or Gemini about a business like yours, AI pulls from clear, well-placed answers. That's what getting AI to recommend you is about, and an honest FAQ is one of the things that works best.
How to write the answers
The rule is simple: one question, one answer, and to the point. The question, worded the way the customer would say it, not in your jargon. The answer, short and clear, with the key fact in the first line in case they don't read the rest. No paragraphs that go round in circles to avoid committing: if the answer is «no», say no and why. Write for the person asking, not for the search engine, which is what Google calls helpful content. To fine-tune the tone and the words, how to write your website copy helps.
Where the FAQ page goes
The usual thing is to have a dedicated FAQ page, yes, but what works best is also spreading the doubts where they come up: the ones about a service, at the end of that service; the ones about shipping, next to the buy button. That way you answer at the right moment, without anyone having to go looking. How that fits with the rest of your pages is covered in the structure of a website. And note that Google also lets you put questions and answers on your Google Business profile: worth keeping them handy.
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How we do it
In our own articles you'll always see a block of frequently asked questions at the end, marked up with its structured data. It isn't decoration: it's what answers whoever arrives with a concrete doubt and what AI uses to quote us. When we work on a client's site we do the same, but starting from their real conversations: we pull out the questions they actually get asked and leave them answered, clear and well marked up. And we review them every so often, because the doubts change with the season or with what people start asking; a good FAQ page isn't written once and forgotten, it stays alive like the business.
On pricing it's clear: Tu Landing is 100 € a month and Tu Web is 200 € a month (up to ten pages and one article a month), both with domain, hosting, email and maintenance included and the domain in your name, plus VAT and with no lock-in. The FAQ page is included, it's not an extra, and it's one of the things that saves you the most work every week.
Where to start
Today: open your WhatsApp, look at the last twenty conversations and note the five questions that repeat most. You've already got the draft of your FAQ page. Answer them clearly, put them on the site in the customer's words, and you've just taken half an hour a day of answering the same thing off your plate.
If you'd like us to help you build it well, write to us through the contact form or on WhatsApp. We'll give you a specific opinion, no speeches and no obligation.