FAQ optimisation

Where good FAQ questions come from

The best questions are not invented in a meeting. They come from:

• Sales and front-desk staff — what do people ask on calls and WhatsApp?
• Reviews — what do customers praise or worry about?
• Google's "People also ask" — related questions searchers explore
• Search Console — question-style queries your site already appears for
• Competitor pages and forums — gaps in what others answer

Writing FAQ answers that work

• Answer in the first sentence. "Yes, we offer weekend appointments" — then add detail.
• Be specific. Numbers, timeframes, conditions and examples.
• Keep each answer self-contained. It should make sense if quoted alone.
• Stay honest. If the answer is "it depends", explain what it depends on.
• Link onwards. Point to the page that explains more.

Placing FAQs on the right pages

FAQs work best close to the content they support. Service-specific questions belong on service pages; local questions on location pages; general questions on a central FAQ page. Avoid repeating the same FAQ across many pages — it creates duplicate content and confuses which page should answer. This website keeps a central FAQ page and page-specific FAQs on service pages.

FAQ schema

FAQPage structured data describes question-and-answer content to search engines. Google now displays FAQ rich results only for a limited set of well-known, authoritative sites, so most businesses should not expect the expandable FAQ result in search. The markup can still help search systems understand the content, but it should only describe FAQs that are visible on the page — never hidden or invented ones.