Jules White: Hi, welcome back to the Website Success Show. It is Jules here, and if you've been wondering how to get AI tools like ChatGPT to recommend your business, there's one particular thing that is often underused.
This isn't a new hack for AI search visibility, and there aren't any hacks for AI search visibility.
Um, you can go back and listen to episode 143, which is all about AI search and why simple foundations still matter. So if anybody is telling you they've got a hack for AI visibility, it's probably not true, to be honest with you.
So I was working on a website visibility report last week, which is the SEO audit that I do for one-to-one clients where I dive into your website and let you know exactly what's holding it back, what the priority fixes are, and what can wait, because you can't do everything all at once. Knowing what to focus on first, what's really going to make a difference right now is really helpful, I think.
So I was working on an SEO report for a physiotherapy business, and I noticed that they were showing up in particular for sports massage. And when I dived into it and saw which pages were actually showing up for the sports massage, one of the pages that was really showing up was their FAQs, frequently asked questions page.
They had a particular page on the website for frequently asked questions, and that was one that was showing up specifically for sports massage, and that was with both AI traffic and regular organic search as well. So I wanted to talk a little bit today about how to use frequently asked questions to increase both traffic to your website and conversions as well.
Why FAQs Matter
Jules White: Now, the reason this matters is because it can help solve two real problems that often happen with websites.
Frequently asked questions get rid of hesitation, like so human visitors who come through to your website, they help them to actually make that decision to buy from you.
And then for search engines, they help to provide context and provide the language that helps search engines understand that you're an expert in this particular thing or that you offer this particular service. For conversions, it helps to get rid of like last-minute objections.
Where somebody may have been through your whole sales page or your whole services page, they may have read all of the stuff on your website. They may be literally at the point where they want to click buy or want to click book, but there's just something, a little doubt, a little niggle, you know, in the back of their mind really.
So if you can answer those questions right there beside that call to action button or before the call to action button somewhere easy for people to actually find, then that can help eliminate that. And once people have gone off of your website, you might think, oh, well they'll just send an enquiry in or they will, you know, ask that question or they'll come back and explore again.
But actually, if you can eliminate that, it just helps to get rid of that drop-off before people actually convert. And so more people convert and you make more sales basically.
It also helps from a conversions point of view; it helps to get the right-fit people coming through your business as well.
So if you talk about the way that you work, if you talk about things like your refund policy, all of those kind of things upfront and that those questions are answered there on your website, then that can eliminate, I want to say tyre-kickers, but eliminate people who are not the right-fit clients for you basically.
And that can really help you with your admin as well. So for a business owner, where actually if things are taking you time to do—so if you are spending time emailing people, answering questions, like giving identical explanations to the same question over and over again with prospective clients week after week, month after month—then you can eliminate that time that it's taking you.
You can then get on with actually serving your clients or doing something else that you enjoy doing, or focusing more on generating more leads for your business.
So that's definitely why it matters in terms of business and conversions and how it can actually help your business.
And then in terms of actually showing up on Google, people are now searching for much, much longer search terms. They have conversations even with Google itself, or they have conversations with their smart speaker or conversations with AI bots.
Those frequently asked questions, if they're worded right, that can massively help in terms of your business being the one that is showing up. It also helps to really show that you know the topic inside and out and add context to the things that you're talking about, helping to show that you know what you're doing really.
And frequently asked questions as well can often get cited in AI overviews and in AI snippets and snippets on the search results pages.
Because if it's a clean, structured answer, not waffle, not a great long wall of text, then they can easily extract chunks of information to then deliver that directly in the search results.
Finding the Right Questions
Jules White: So let's talk about how to find the right frequently asked questions to use on your site. So I would say to begin with, start with real questions.
What are the things that you always get asked, the questions that clients and customers genuinely ask you repeatedly, or the ones that actually you've only been asked once, but you know that that's definitely something that should be there on your website? Things like onboarding queries, or questions that come up in consultations with most clients.
Those kind of common questions, even if it feels really silly to put it in writing and feels really basic—putting it into writing and, well, would somebody actually need that answered? If it's a basic question that people are asking over and over again, don't be afraid to put that on your website, because if one person has asked it, then chances are other people are thinking it as well.
And if you can use that real language and keep it in really plain language that people are actually asking you, then all the better.
This is all part of making people not burn mental calories to work out how to spend money with you basically.
You can also think about the questions that people are actually searching for. And I'm going to come onto that in a moment of actually looking for the things that people are searching for, beyond the ones that you are actually getting asked directly by your own customers and your own clients.
Not just necessarily thinking about the questions that you wish people were asking, but that being said, you can add some of those bits in as well. Think about the questions that people don't ask, but they really should, but have those lower down the list; if people are already asking these questions, have those towards the top of the list really.
So you can look for ideas for additional questions beyond the ones where you know these are questions that already come up. You can look in your Google Search Console.
Google Search Console is a free tool from Google that helps you understand what queries your website is being shown up for. It is one of the most important free tools that you need to have set up if you are hoping to get traffic from Google.
You can submit your sitemap there, and you can look for any problems. It can tell you what pages Google has already put in its index, and it gives you some great data to help you understand what you are showing up for and, more importantly, what you are not.
And if you need some help with this, if you haven't set up your Google Search Console, I've actually got a mini course on my website, which I'll link to in the show notes, all about setting up both Google Analytics and Google Search Console and just making it really simple to set them up.
So if you haven't done that, then do that. You can get some data gathering in the background, and then you can use filters within Google Search Console and filter by question modifiers.
So like how, what, can, is—do one at a time and look at what kind of queries you are showing up for where people are asking those question-type queries and your website is then showing up. You might find some information there, and you might find some ideas there.
Go to a Google search results page. Type in a search term related to what you do.
Look at the page and look at what questions are there available on the page. You might see them in the AI overviews there, you might see them in the "People also ask" section, or you might see them in the related searches section right at the bottom of the page.
You might get some ideas there for the kind of questions that people might be searching for in relation to what you do. And they might not be direct questions; it might be the AI overview contains a description about what you do, and you might be able to then think about a question in relation to that.
There's also a couple of great websites you can use for this. There's AlsoAsked.com and AnswerThePublic.com.
Jules White: I'll link to those in the show notes too. These can start off with a particular topic and branch out into different topics that you may not have thought of and different questions.
You can filter it by question-specific queries, and that might then give you some more ideas for frequently asked questions you can use on your website.
Obviously you can use AI as well to surface more questions. Google Gemini is particularly good for this, I think, especially if you're thinking about Googleable questions.
That's not a real word, but if you're thinking about it from that point of view, I've been using Google Gemini quite a lot recently and I've found that I've been getting some good results from that, so you could definitely use that to surface more.
I would say try not to start with AI, if you can help it. Just start off thinking about the things that are already coming through, filtered down from your real-life clients that are asking you these questions, and then kind of go from there.
And then once you've got some ideas for questions...
Structuring FAQs on Your Website
Jules White: There's some specific ways that you can actually structure those on your website that can really help in terms of showing up in search results and being cited in AI overviews.
Make sure when you are writing questions for your website that they can actually be taken out of the context of the page and still make sense. Each answer and each question should basically stand on its own.
Not saying things like "as mentioned above" or anything like that, or assuming that people understand already and have read the rest of that page—don't assume that. Just make sure that if you lifted that question or the answer out of the context, it would make sense on its own.
You can use headings to help with this as well.
For example, if it was a salon or a clinic where you offer treatments, you could have an H2 heading within your page: "Frequently asked questions" or "FAQs about treatments at [Name of your business]".
And then you could talk about the questions related to the treatments, and you could have the questions themselves as H3 headings.
And then the answer would then be maybe a couple of sentences, and that would just be set as paragraph text within your website builder.
You can use links within your answers as well, linking out to deeper related pages on your website. Whether that's detailed case studies, related blog posts, related services, or something relating to your terms and conditions page.
If it's something where you need to go deeper in the answer, then make sure you are linking, rather than having great big walls of text basically.
When you are answering the question as well, lead with the answer, not a paragraph of waffle before you actually answer the question itself.
Getting to the point with the answer is key; we want a short, concise answer that can then link out somewhere else if it needs to.
This point is a little bit more technical, but ideally, implement frequently asked question schema on your webpage. This is something you might need to get some expert help with, and something I could help you with.
If you want to dive into schema on your website, absolutely I can help you with that. But having that there in the background is basically just a piece of structured data, and ideally we should have that on our pages anyway.
It's something that is important for helping the bots to understand more about your website, so having that there can definitely be helpful.
With each question, make sure you just have one question per entry. Rather than it being like, "What is a website consultant, how much does it cost, and how do I book?" instead of having that all covered in one question, have one question for each.
That's really important. We want those questions to be about that one particular thing really.
Keep them short and make them complete, so don't pad them out, but provide a couple of sentences that fully answer the thing if you can. Roughly 40 to 60 words per answer-ish is not bad.
It needs to be long enough to answer, but short enough to stay skimmable. And as I say, if you need to go into more detail, then think about whether there is another question that you need to break out beyond that, or if that needs a full article that you can then link to if they want to read more about this particular thing.
Do make sure that you have actually answered the question rather than just almost using it as a hook to then pitch something else or send them somewhere deeper. If it needs a link, then great; use descriptive wording and link to a particular blog post, which helps with internal linking through your website.
Don't waffle, and don't go around the houses just to try and keep them on your site really.
Dive deeper if you need to. If we imagine a sales page for my SEO report service, I might have a frequently asked question that says, "Why has my organic traffic suddenly dropped?"
Trying to answer that properly in an FAQ accordion section is going to be a thousand-plus words realistically to cover all of the different reasons why organic traffic could have dropped suddenly. Putting that much text on a sales page for my SEO report audit service would just be really overwhelming, and that is not relevant for that kind of thing on a sales page.
On the sales page, I could have a tight two or three sentence answer explaining the three common reasons that traffic might drop.
And then at the end, I could have something that says, "For a step-by-step checklist, read our full guide." Then I could have a blog post on how to troubleshoot an organic traffic drop.
On the blog itself—if I've got a 1,500-word troubleshooting guide—I can then naturally link back to the SEO audit service page. That is a way that you could then dive deeper and use your frequently asked questions to link out to articles where you've gone deeper on these particular things.
Then refresh them; revisit your questions and update them over time really.
Update answers particularly if there's something that makes your answer more relevant, such as a particular thing going on in the world relevant to that question.
For example, if one of your treatments uses a particular new product and there are things going on in the news right now about it, then maybe you could think about whether you could add that somewhere in a frequently asked question. AI answers like fresh information and Google likes fresh information; that's a great way to show that your website is up to date and to really make the most of anything within your industry that is current and relevant.
You're much more likely then to get cited in the answers there.
Where to Put FAQs on Your Website
Jules White: So whereabouts on your website should you put your frequently asked questions?
I'm a firm believer in scattering these throughout your site. On your homepage, you don't want loads of frequently asked questions, but think about the most common questions somebody might have when they're first exploring your business, or if they would be unsure on the paths through your website.
You could have questions there that apply to all of the pages of your website or all of the services you offer, or just a few general questions could be good to have on your homepage. It would probably be fairly low down on the page, maybe somewhere around just above your footer or before your final sort of call to action.
That would be a good place to put it. I would suggest using some kind of accordion here to make sure that it's not walls of text and doesn't look like clutter on the page really.
And then the services pages—this is one of the great things you can do on a services page or even on a product page that can help you to overcome thin content, which I see quite a lot.
Services pages and product pages often haven't got a lot of copy on the page that really explains the treatment and gets over those hesitations that people might have in terms of booking and buying from you.
If you add four to six targeted frequently asked questions at the bottom of the page, those can really help both to weave keywords and key phrases through that page and also help to get people to convert.
It doesn't clutter up the main message of that whole sales page, but it gives a search engine something they can really read through and understand that you know what you're talking about with this particular topic without cluttering up that page.
Having an actual frequently asked questions page is really helpful as well.
Yourwebsite.com/faq is a page that we often see cited in the AI overviews and in AI chats. The frequently asked questions that you've added to each individual page could all be there on one comprehensive page.
You could have your business frequently asked questions, such as terms of business, refunds, and booking policies. You could also include the practical frequently asked questions that you might have on your contact page, like where you are located and where parking is.
Then you can add frequently asked questions in relation to the actual individual treatments and services that you offer. The list of things you could have on this type of page is almost infinite really, but start off with the questions that you've already got on your other pages.
Even if you just start with making an FAQ page and adding in the questions you've already got on your website, what I would suggest is that you separate that page.
You'd maybe have your one H1 heading on that page be "FAQs about [Your Business]" or your service, and then you'd have H2s that break it down into the different types of frequently asked questions.
This makes it a lot more skimmable and readable for the bots, but also for people coming onto your page, so they're not seeing a great long list of 30 frequently asked questions with no way to break them down and work out what they're looking for.
If you've got a search functionality on your website builder, this is definitely a page that is helpful to have that on.
Just having something on there that helps people—putting yourself in the shoes of a new person with new eyes coming to this page—helps them easily find the information they need.
Local Business FAQs
Jules White: And then if you're a local business, think about frequently asked questions that you could use that have local intent.
For a physio, for example, if there's a big local event like a sports event or a marathon where people are physically active and could potentially need your services either before or after, have a frequently asked question about that.
Especially if it's an annual event that goes on in your local area each year, that's a great thing to have a frequently asked question about, adding the location in there as well.
For example, "Should I book a sports massage before or after the Milton Keynes Marathon?" could be really great for a local physio in my area to show that they are in the Milton Keynes area and are relevant to this location.
It answers that question, and it's also mentioning that you do sports massage in Milton Keynes as well. That's a great way to weave local keywords into your website without having to constantly repeat the same thing over and over again.
You could also have something like, "Where can I park for my appointment at [Business Name]?" and then mention where the parking is.
Make sure you're actually adding the address of the parking in there, or adding the street name or local landmarks as well.
Talking of landmarks, you could even have a frequently asked question of, "Are you near [Local Landmark]?" and then you could mention that, yes, you're just blah, blah, blah from there.
That's another way to weave those local intent keywords through your frequently asked questions.
Google Business Profiles & AI
Jules White: Now let's just talk a little bit about Google Business Profiles, because it's really important for local businesses.
We used to have a Q&A section on Google Business Profiles where you could go in, ask a question, and answer it yourself as a business owner. Anyone else could also go in and ask questions and answer them.
Google has now got rid of that; it's retired basically. Now this is very much more handled with AI.
Google's AI features are "Ask about this place" or "Ask Maps", which uses Google Gemini to generate its own answers when somebody asks a question.
You may have seen this on Amazon or other shopping sites, where when you look at a product, it suggests AI questions that people may have asked about this, and you can click on it and it will draw that information.
Where this comes from in your Google Business Profile is your website content. If your website is linked to your Google Business Profile—which it absolutely should be—it comes from your reviews, your profile details, and what you've added to your profile.
Rather than anything where you've manually typed in questions, it is basically coming from all of the information that Google can understand about your business.
You can't control the questions that are added to your Google profile, but what you can control is making sure that the sources Google is drawing from are optimised.
That includes your website, your social media if you're using it—as Google will draw from that for your Google Business Profile as well—and the information that's on your Google profile itself.
Ensuring the services, products, and categories that you're telling Google about are accurate and complete is a great way to make sure that the questions people ask about your business are being answered in the right way really.
FAQs for Sales Friction
Jules White: In terms of the frequently asked questions you could add that help with that sales friction, you can obviously bring in the things that we've talked about here.
Address the hesitations that people may have and the common questions that people have about buying from you.
You could also answer things like pricing, timelines, how far booked up in advance you generally tend to be, deliverables, and things that people need to know before their appointments.
All of those kinds of things help with the customer service side of things, freeing up some time for you as a business owner and freeing up your receptionist's time if that's a consideration.
It also improves the amount of time that people spend on your website pages and the engagement that you get on your website pages. That sends strong signals to the algorithms that this is a quality website, that people are enjoying being there, and that they are getting the right information that they need from that site.
All of this is to say that frequently asked questions are a really underused way to grow your traffic, grow your authority, and increase conversions on your website.
And they matter more than ever now, because the AI overviews and AI answers do seem to feed directly from frequently asked questions.
Your Takeaway & Free Guide
Jules White: So your one takeaway this week is to have a look at your core pages.
Look at your homepage, your most profitable or most important product or service, your About page—which is another one where it could be really important to have some frequently asked questions—and your contact page.
Having those questions that we mentioned about the location, where to park, and all of those kinds of things right there on your contact page could be really helpful.
Have a look at those pages on your own website and see what frequently asked questions you have already got there based on what you've heard today about being able to take them out of context and still have them make sense.
What changes do you need to make? What tweaks can you make?
Is there something you can add in that could massively help with both traffic and conversions, and really help to make the most of every piece of content on your website? That includes those frequently asked questions.
I've got a free guide that might help you with this as well called "Discover Your Core Topics".
I will link to it in the show notes, and this might help you to think of some frequently asked questions in relation to the core topics that you need to be talking about in your business.
If you've never spent time thinking about the core things that you need to talk about and want to be known for, this is a great guide to help you nail it down to the three to five core things that your website and your business need to be known for.
We need to be the experts in what we do, and just talking about a handful of things and going deep with them is a much better way to show that you are the expert than covering topics really broadly without any real depth.
Grab that free guide and let me know what you discover are your core topics. You can either text the show or send me a DM; I would love to hear from you.
If you'd like my help with using frequently asked questions to help you show up in search and convert people, then book a free Website Potential discovery call.
You can talk about where you are right now, where you'd like to get to, and how you can use frequently asked questions to help with that.
If there's anything I can offer that can help you get there a little bit faster in terms of showing up in search and getting more conversions, we can talk about that as well.
Thank you so much for listening; I hope this has been helpful, and I'll see you soon. Bye.
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