FAQs are one of the easiest and most effective types of content you can create. They answer real questions your customers already ask, they remove hesitation, and they help people feel more confident about choosing you. They’re also extremely helpful for Google because they show experience, clarity and trust - all things that support your visibility in search and improve your ad performance.
The best part? You already know the answers. You just need to write them down in a clear, friendly way.
Why FAQs matter more than most people realise
People often arrive on your website with the same handful of questions. If you don’t answer them, they leave to find a competitor who does. FAQs remove that friction.
Strong FAQs:
- save you time by answering questions before people contact you
- increase enquiries because they remove doubt and uncertainty
- give Google clear signals about the topics you cover
- support both your service pages and Google Ads landing page quality
They are one of the simplest ways to build trust on your website.
Start with the questions you hear every week
You don’t need to guess what to write. Your customers have already told you.
Think about:
- questions asked on the phone
- questions people email before they commit
- questions that slow down a sale
- questions you answer again and again in quotes or proposals
If you hear a question more than twice, it deserves an FAQ.
Write your answers in clear, simple English
Your answers don’t need to be long. In fact, the shorter and clearer they are, the better the result.
- explain things as if you’re talking to a customer
- avoid technical language and industry jargon
- give honest, practical answers
- keep your sentences short and helpful
People come to your website for clarity, not complexity.
Use FAQs to reinforce your website structure
FAQs work best when they sit in the right parts of your website. You’ve already built your structure, so now slot your FAQs into the areas they support.
For example:
- service-specific FAQs go on the individual service pages
- general FAQs go on a central FAQ page
- important FAQs can appear at the bottom of key landing pages
- pricing or process FAQs can sit beside your contact forms
This makes your site easier to navigate and gives Google a clear understanding of how all the information connects.
Link FAQs to the pages you want visitors to read next
A good FAQ doesn’t just answer a question - it guides people forward.
You can add small prompts at the end of answers such as:
- “See how our process works” (link to service page)
- “Read a case study about this” (link to case study)
- “Get a quick quote” (link to contact form)
This gently moves visitors to the next step without forcing them.
How FAQs help Google understand your expertise
Google looks for signals that show you know your subject well. FAQs are excellent for this because they demonstrate experience and practical knowledge.
They help Google by:
- clarifying the topics your site covers
- supporting your service pages with additional detail
- reinforcing E-E-A-T through real answers to real questions
- improving the overall relevance of your content for search
Google Ads also benefits. FAQs help the AI understand your landing pages, improving ad relevance and the quality of your clicks.
A simple FAQ plan you can create in one hour
You don’t need a big project to get started. Here’s a quick, effective way to build your first set of FAQs.
- List ten common questions you hear every week.
- Group them into two or three themes (service, price, process, timescales).
- Write a short, friendly answer for each.
- Add them to the right pages on your website.
- Link each FAQ to the next helpful page.
That’s it. In one hour, you can add high-value content that improves your website, strengthens your marketing and increases trust.
In the next article, we’ll look at writing useful blog posts that fit naturally into your website plan, without overthinking or overcomplicating anything.
