Small Business Website FAQ Page Best Practices
An FAQ (Frequently Asked Questions) page is one of the most underrated pages on a small business website. Done well, it answers the questions that are stopping potential customers from taking action, reduces the number of repetitive enquiries you receive, and provides significant SEO benefits.
Done poorly, it is a wall of text that nobody reads. Here is how to create an FAQ page that actually works.
Why Your Website Needs an FAQ Page
It Removes Barriers to Purchase
When a potential customer is considering your business, they have questions. If they cannot find the answers quickly, they may leave your website and go to a competitor instead. An FAQ page addresses those questions before they become reasons not to buy.
It Reduces Repetitive Enquiries
If you find yourself answering the same questions over and over, whether by phone, email, or in person, those questions belong on your FAQ page. This frees up your time and your team’s time for higher-value interactions.
It Builds Trust
A comprehensive FAQ page shows transparency. You are not hiding information or making customers jump through hoops to find answers. This builds confidence in your business.
It Improves SEO
FAQ pages are excellent for SEO because they naturally target long-tail keywords and question-based searches. When someone types “How much does a website cost in Sydney?” into Google, a well-optimised FAQ page can rank for that query.
It Supports Google Featured Snippets
Google often pulls FAQ content into featured snippets, the answer boxes that appear at the top of search results. Having structured FAQ content gives you a chance at this prime position.
Finding the Right Questions
The most effective FAQ pages answer real questions from real customers, not questions you think they might ask.
Sources of Real Questions
Your inbox and phone records: What do customers ask before making a purchase? What questions come up repeatedly?
Your sales team or front desk: If you have staff who interact with customers, ask them what the most common questions are.
Google Search Console: Check which search queries bring people to your site. Many of these will be question-based.
Google autocomplete: Start typing questions related to your business in Google and see what suggestions appear. These are real questions people are searching for.
People Also Ask: When you search for your services on Google, look at the “People Also Ask” section for related questions.
Social media and reviews: Customer comments, questions, and feedback on social media and review platforms reveal common concerns.
Competitor FAQ pages: See what questions your competitors address. You may want to answer the same ones, and more.
Organising Your FAQ Page
Group Questions by Category
If you have more than ten questions, group them into categories. This makes the page easier to navigate.
Example categories for a web design business:
- Pricing and Packages
- Process and Timeline
- Technical Questions
- Support and Maintenance
Example categories for a trades business:
- Services and Areas
- Pricing and Quotes
- Booking and Scheduling
- Warranties and Guarantees
Use an Accordion or Toggle Layout
An accordion layout (where clicking a question reveals the answer) keeps the page clean and allows visitors to find their specific question without scrolling through every answer. This is the most user-friendly approach for FAQ pages.
Order Questions Logically
Put the most commonly asked questions at the top. Within categories, order questions from most to least frequently asked, or in a logical progression that mirrors the customer journey.
Writing Effective Answers
Be Concise
Each answer should be as short as possible while being complete. Aim for two to four sentences for simple questions and a short paragraph for complex ones. If an answer requires significant detail, provide a brief summary and link to a dedicated page.
Use Plain Language
Write answers in simple, jargon-free language. If you must use technical terms, explain them. Remember, your FAQ page is for customers, not industry peers.
Be Specific
Vague answers are frustrating. If a customer asks about pricing, give them a realistic range or starting point rather than “It depends.” If they ask about timelines, provide a typical timeframe.
Weak answer: “Pricing depends on many factors. Contact us for a quote.”
Strong answer: “Our website packages start from $2,500 for a basic five-page site. Most small business websites fall in the $3,000 to $6,000 range depending on features and complexity. Contact us for a free, no-obligation quote tailored to your needs.”
Include Calls to Action
Where appropriate, end answers with a next step. “For a personalised quote, contact us here.” “Book your free consultation.” “Learn more about our services.”
Link to Relevant Pages
FAQ answers are a great opportunity to link visitors to other pages on your website. If a question relates to a specific service, link to that service page.
SEO Optimisation for FAQ Pages
Use Question-Based Headings
Format each question as a heading (H2 or H3 tag). This helps search engines understand the content and improves your chances of appearing in search results for those questions.
Include Keywords Naturally
Your FAQ answers should naturally include relevant keywords. If you are a plumber in Western Sydney, your answers will naturally mention plumbing services, your service areas, and specific services.
Add FAQ Schema Markup
FAQ schema markup is structured data that tells search engines your page contains questions and answers. When implemented correctly, it can result in your questions and answers appearing directly in Google search results, taking up more space and attracting more clicks.
Your web developer can add FAQ schema using JSON-LD format. If you use WordPress, plugins like Yoast SEO or Rank Math can generate FAQ schema automatically.
Keep Content Fresh
Update your FAQ page regularly. Add new questions as they arise, update answers when your policies or offerings change, and remove questions that are no longer relevant.
FAQ Page Design Tips
Make it easy to find. Include your FAQ page in your main navigation or footer menu. Also consider adding a link from your contact page.
Use search functionality. If you have a large FAQ section, add a search bar so visitors can quickly find specific answers.
Make it mobile-friendly. Accordion layouts work especially well on mobile because they keep the page compact.
Match your brand. Your FAQ page should use the same fonts, colours, and design style as the rest of your website.
Include a contact option. At the bottom of your FAQ page, add a message like “Did not find what you were looking for? Contact us here” with a link to your contact page or a form.
Common FAQ Page Mistakes
Including questions nobody asks. Every question should be a genuine question from customers, not padding.
Writing essay-length answers. Keep answers concise. Link to detailed pages for complex topics.
Never updating the page. An FAQ page with outdated information is worse than no FAQ page at all.
Making it hard to find. If customers cannot find your FAQ page, it cannot help them.
Using it to avoid customer contact. Your FAQ page should supplement customer communication, not replace it. Always make it easy for customers to reach a real person.
Duplicating content. If the same information exists on a service page and an FAQ page, make the FAQ answer brief and link to the service page for details.
Getting Started
- Collect the 10 to 20 questions your customers ask most frequently
- Group them into logical categories
- Write clear, concise, specific answers for each
- Implement the page with an accordion layout
- Add FAQ schema markup
- Link to the FAQ page from your navigation and contact page
- Review and update the page quarterly
Need Help With Your Website?
At Cosmo Web Tech, we build effective websites for Western Sydney businesses that answer customer questions, generate leads, and represent your business professionally. If you need help creating or improving your FAQ page or any other aspect of your website, get in touch for a free consultation.
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