Collect questions from real sources
Go through your inbox, text messages, call notes, social comments and reviews. Note questions that come up again and again, in the customer's own words. Ask the person who answers the phone for their top ten. Search Console and Google's 'People also ask' box can add ideas.
If you have never tracked these, keep a list for two weeks and you will have material.
Write down the exact wording customers use rather than the polished version you would prefer. Their phrasing is what other customers will recognize and search.
Group them logically
Organize questions under headings such as before you hire us, pricing and payment, the process, and after the job. Place the most common ones first. If the list passes about fifteen items, consider separate FAQ sections on the relevant service pages instead of one giant page.
Use headings or collapsible sections that are accessible to keyboard and screen reader users, and make sure the answers are still readable if the script fails.
Write direct answers
Give the answer in the first sentence, then add context. 'Yes, we offer evening appointments on Tuesdays and Thursdays' is better than a paragraph that finally gets to the point. Keep answers to a few sentences, and link to a detailed page if more is needed.
Be honest about what you cannot do or what depends on circumstances. A cautious answer that explains the factors is more useful than a confident one that will not hold.
Read each answer aloud. If you run out of breath, split it or link out. If the answer is only 'it depends', say what it depends on.
Handle prices and policies carefully
Questions about cost, cancellations, refunds, warranties and deposits are the ones people care about. Answer them in plain language and keep the wording consistent with your contract and other pages. Update immediately when a policy changes.
For legal, tax or medical subjects, give general information and say when to consult a professional.
Structured data and search
Some sites add FAQ markup so search engines can understand the questions and answers. Google has limited when FAQ results appear in search, so do not count on special display. The main benefit is a page that is clear to people.
Write for readers first. Do not repeat the same question in slightly different words to catch more searches, and do not hide content that visitors cannot see.
Test the markup with a validation tool if you add it, and make sure the visible page matches the marked-up content exactly.
Keep it alive
Add a question whenever you answer the same thing three times. Remove those that no longer apply. Put a review date on your calendar twice a year. At the bottom of the page, add a contact option for people whose question is not covered, and note what they ask for the next update.
Common questions
How many questions should an FAQ page have?
Ten to fifteen strong ones is plenty. Quality and accuracy matter more than count.
Should FAQs be on every page?
Short, relevant FAQs on service pages are helpful. A general FAQ page can hold the rest.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.