Do I need a FAQs page? How to create one for your business website

Quick answer: Do I need a FAQs page?

Yes. A good FAQ section answers the questions, concerns and objections potential clients may have before they contact you. Put your most common questions somewhere easy to find, ideally on your homepage, then add more specific FAQs to the relevant product or service pages.

You can have a really snazzy website and still leave a potential customer wondering, “Do you work with organisations like ours?” That’s why, when someone asks me whether their website needs FAQs, my answer is always yes. Whether you give them a page of their own is up to you.

If you want to create an FAQ page, start by thinking about what that person needs to know before they hit the contact button.

What is a FAQ page?

FAQ stands for “frequently asked questions”. An FAQ page is a crucial piece of website content that answers the questions, concerns and objections a potential client may have before they hit the contact button.

For a B2B buyer, that could mean, “Do you work with organisations of our size?”, “How long will this take?” or “What would you need from our team before you start?” These can sound like simple questions when you know your own business inside out. The person visiting your website doesn’t have that knowledge.

Why are FAQs important?

Because people won’t necessarily get in touch to ask. Imagine somebody in a larger organisation comparing potential suppliers. Your website talks about your services and shows some impressive work, but it never makes clear whether you work with a business of their size or type.

They might be exactly the sort of client you’d love to hear from. But are they going to ring up and ask whether they’re suitable? No. They may move on to another supplier whose website gives them a clear answer. You’ll never know they were interested, which is a missed opportunity to engage with a potential client.

One of the questions on our Bit Famous website is about as obvious as you can get. “What does Bit Famous do?” I’ve seen AI search quote our answer when people ask about the business. We’ve got a whole homepage explaining the work we do, but that little FAQ gives someone a plain answer in a line or two. It’s easy to overlook a question when you’ve known the answer for years.

Where should I put my FAQs?

I prefer to put the questions that apply to most clients on the homepage, near the footer. They are easy to find there, and somebody can quickly get the answer they need without having to hunt around the website.

You can have a separate FAQ page if that works better for your site. Just make sure the link is prominent. A busy prospective client may give you only a few seconds before moving elsewhere if they cannot find what they need.

If you’re worried about a wall of text spoiling the look of the page, try an accordion. Visitors see a list of questions and click the one they want. The answer opens underneath. That makes it easy to scan for a question such as “Do you work with organisations like ours?” without being confronted by every answer at once.

How to create a FAQ page

Start by sitting down with a colleague and jotting down a list of the questions potential clients might have. Have a small brainstorming session in the office. If you work alone, do it yourself.

Think back to your discovery calls and client conversations. What do people ask before deciding whether to work with you? It could be how long the work will take, what preparation is involved, what you need from their team, what guarantees you offer or how your terms work. If you are speaking to a client today, ask what they wanted to know before they got to know your business.

Don’t discount the obvious or simple questions. An answer may seem completely obvious to you because you deal with it every day. It can still be the one thing a potential client needs to know before getting in touch.

Look at the FAQ sections on a few competitor websites too. You may find a question you hadn’t considered or something surprisingly simple that is genuinely useful.

Once you have your list, separate the questions into topic areas. You might group them by type of client, product or service. Several similar questions may be covered by one helpful answer. Put questions that affect most potential clients on the homepage. More detailed questions about a particular service can sit on that service page, where somebody is most likely to need the answer.

If you come up with 20 useful questions, don’t ignore half of them because there are too many for the homepage. Decide which are most likely to be asked, group related ones, and put the rest on the relevant pages. An accordion can keep a longer section tidy while allowing people to open the answers they need.

Some questions are trickier. Take “How much does it cost to work with you?” In our business, the price depends on what the client needs. Here’s the sort of answer I’d give.

We tailor the work to each client. The first step is a free discovery call so we can talk through what you need and how we might help. We’ll then send you a written proposal with a price. You can take a look and decide whether you’d like to go ahead. There’s no obligation.

Now the customer knows how to get a price and what they’re agreeing to if they book a call. Explain your working. A bit like when you’re doing your homework at school.

Treat your FAQs as a living part of the website. This isn’t something you write once and forget about. Keep listening to the questions that come up in client conversations and ask people, “Did you find everything you needed on the website, or do you have further questions?”

If the same query keeps coming up, add it. If somebody tells you an answer was difficult to find, move it or link to it more clearly. You may also see more enquiries or notice that people spend longer on the page, although the most useful test is often simply asking clients what they still wanted to know.

Do I need multiple FAQs?

You might need more than one FAQ section, especially if you offer several products or services. The questions a client asks about one service may be completely different from the questions they have about another. Put those answers on the relevant service pages so they appear in the right context.

Keep the questions that apply to the whole business on the homepage. Group the rest by customer, topic, product or service. This gives people useful detail without asking every visitor to work through a huge list that may have very little to do with them.

If you’re speaking to a client today, ask them, “Before you got to know us, what would have been useful to know?” Add their answer to your list, discuss it with your colleagues and decide where it belongs on the website.

That is how you start creating FAQs that potential clients will actually find useful.

FAQs about FAQ pages

Does every business website need FAQs?

In my view, yes. Potential clients will have questions, concerns or objections before they contact you. Answering the most common ones helps them decide whether your business is a suitable fit and what to do next.

Should FAQs be on the homepage or a separate page?

I prefer to put the questions that apply to most clients on the homepage near the footer. A separate FAQ page can work too, provided the link is prominent and people do not have to hunt for it. Questions about a particular service are often most useful on that service page.

How many FAQs should a business have?

There is no ideal number. Start with the questions clients ask most often, group similar ones together and place more detailed questions on the relevant product or service pages. Keep listening to your clients and update the answers when new questions arise.

What should I write when the answer depends on the client?

Explain why it depends and tell the reader how they can get a clear answer. If your price varies, you might explain that you begin with a discovery call, discuss what the client needs and then provide a proposal they can consider without obligation. Give them the process instead of a vague “it depends”.

Can FAQs help a business appear in AI search?

They can give AI search tools clear, specific information about what a business does and whom it helps. I have seen AI search quote the answer to “What does Bit Famous do?” from our own FAQs. That is one practical reason to answer simple questions in plain language and give useful detail.