Most FAQ sections answer questions nobody asked, because they were written by someone guessing rather than someone who reads the enquiries. Done properly, they remove objections and get quoted by AI assistants.
Good FAQ sections answer the questions people actually ask before buying, taken from your sales calls and enquiry emails rather than invented. Place them on the relevant page rather than a separate FAQ page, mark them up with FAQPage schema, and answer directly rather than deflecting to a call.
Where the questions come from
- Your enquiry inbox. The questions people ask before committing.
- Sales calls. What comes up every time.
- Support tickets. What confused people after buying.
- Search Console queries. What people searched before landing on the page.
- The People Also Ask box for your main terms.
- Competitor FAQ sections, for questions you had not thought of.
What does not work is a team meeting where everyone invents questions. Those are the FAQs that answer things nobody wondered.
Answer properly
| Deflection | Real answer |
|---|---|
| It depends on your requirements | $1,700 to $5,000 for five pages, driven by page count and how much copy we write |
| Contact us to discuss | Two to four weeks once content is ready |
| We offer flexible options | Monthly or annually, and you can cancel with 30 days notice |
| Every project is unique | Most projects fall into these three bands |
An FAQ answer that sends someone to a call is not an answer. It is an advertisement occupying the space where an answer should be, and readers notice.
Where to put them
On the page the question relates to. Pricing questions on the pricing page, service questions on that service page, delivery questions on the product page.
A separate FAQ page is fine as a catch-all and it is not where buyers look. Someone weighing up a service reads that service page and does not go hunting for a general FAQ.
Schema, and why it still matters
Google reduced FAQ rich results in ordinary search, which led some people to conclude FAQ schema is dead. It is not.
Structured question and answer pairs are exactly what AI assistants and answer engines look for when constructing a response. Marking up genuine questions gives your answers a clean structure to be quoted from, which is now the stronger reason to do it.
- Only mark up questions genuinely visible on the page.
- Keep the schema text matching the visible text.
- Do not mark up promotional content dressed as a question.
- Validate before shipping.
How many
Between five and twelve on a service page. Enough to cover the real objections, few enough that each one earns its place. Thirty questions is usually a sign that the page above them failed to explain the service.
Frequently asked questions
Where should FAQs go on a website?
On the page the questions relate to. Pricing questions belong on the pricing page, service questions on that service page. A separate FAQ page works as an archive but is not where buyers look when deciding.
Is FAQ schema still worth adding?
Yes. Google reduced FAQ rich results in ordinary search, but structured questions and answers are exactly what AI assistants use when building responses. Marking up genuine questions makes your answers easy to quote.
How many FAQs should a page have?
Five to twelve on a service page. Enough to address the real objections without becoming a wall. If you need thirty, the page above them is probably not explaining the service well enough.
What questions should I answer?
The ones people actually ask before buying, taken from your enquiry inbox, sales calls and Search Console queries. Invented questions produce FAQ sections that answer things nobody wondered about.
Can FAQ schema hurt my site?
Only if you mark up content that is not visible on the page, or dress promotional copy as questions. Both are structured data spam and can earn a manual action. Accurate markup of genuine visible questions carries no risk.