What questions should your website answer?
The ones customers ask on the phone before they book. Cost, timing, whether you handle their specific situation, what happens on the day, and what makes the price go up. Those five categories cover most of what people want and most of what assistants get asked.
Where to find them, free
Your call log. Ask whoever answers the phone to write down every question for two weeks - that list is more valuable than any keyword tool.
Your review text, where people describe what mattered. Your sent email, where you have already answered these questions individually a hundred times.
The five categories that matter
Cost. What does this run? What makes it more? Is there a call-out fee?
Timing. How fast can you come? How long does the job take? Do you work weekends?
Fit. Do you handle my situation - my building, my equipment, my insurance, my area?
Process. What happens when you arrive? What do I need to do first? Do I need to be home?
Risk. What if it goes wrong? Are you licensed? What is guaranteed?
Turning them into pages
Group related questions into one page rather than making a page per question. "What does emergency plumbing cost in Tulsa" can absorb call-out fees, after-hours rates and what pushes a job higher.
Answer at the top, detail below, and use the customer's own phrasing as the heading.
Do not invent questions
FAQ sections stuffed with questions nobody asks are obvious to readers and worthless to models. If it did not come from a real customer, leave it out.
The short version
- Cost, timing, fit, process, risk - the five categories
- Your call log beats any keyword tool
- Group related questions into one page
- Never invent an FAQ to fill space
Related questions
How many questions per page?
Three to six real ones. More reads as padding.
Should I use keyword tools at all?
They help with phrasing and volume. They will not tell you what your customers actually worry about.
What if my answer is 'it depends'?
Say what it depends on. That is the useful part.
Keep reading
How do you write a page an AI will quote?
Answer the question in the first sentence, then explain. Use headings phrased the way people ask. Include at...
Should you publish your prices on your website?
Publish ranges with the conditions attached. It filters out calls you would have lost anyway, it is the...
How many service pages does a small business need?
One page for each service you actively want to sell, and none for the rest. A single page listing twelve...
Want this checked on your own business?
The free visibility check shows what AI assistants say about you today, where you sit on the map grid, and the three fixes worth doing first.
