FAQ pages are dedicated sections in a brand's website that give customers clear and simple answers to their most frequently asked questions (aka FAQs). Whether a customer is looking for business hours, locations or service areas, product information, return policies, how-to guidance, or job postings, FAQ pages house easy-to-digest answers in one central place. Often, those answers are text-based. Sometimes, they include video or image-based content, too.
Brands with high-performing FAQ pages continuously refresh them. They're updating them with more nuanced answers to the latest or most common questions and objections they hear from customers (or hear from their sales and customer support teams). They're also creating FAQs based on competitive gaps and emerging opportunities they see through SEO data and other competitive benchmarking.
The best FAQ pages answer the most important questions from customers succinctly, sharing the most important first, right on the page. Then, when offering customers more in-depth information makes sense, FAQs can be structured so that they follow on-page or via links. That extra information is effective as longer text-based answers, how-to videos, and other helpful resources.
Questions and answers should sound like how customers speak. They should also sound natural so voice assistants, chat tools, and other AI platforms using natural language processing (NLP) can use the content for conversational customer interactions.
Why you need FAQ pages on your website
FAQ pages serve several purposes, but they all boil down to increasing conversions. First, when written well, FAQ pages are customer-friendly. When customers can find the answer to their questions online or with a voice assistant, they don't have to stall their journey with a phone call, email, chat, or an in-depth search. This positive customer experience increases trust and satisfaction. It also increases the chances that your customer will visit your location, book an appointment, or order online.
Second, FAQ pages help improve rankings on traditional search engines and increase visibility on platforms that use artificial intelligence (AI). That's because AI is your new customer.
As AI-driven search experiences and agentic AI rise in popularity, the most competitive brands are tagging FAQs in schema markup. These tags are a type of structured data that makes the data on FAQ pages referenceable, indexable, and meaningful to the large language models (LLMs) that power AI search experiences, including voice assistants and chat tools.
If you want to show up in modern search, you must use FAQs in your SEO strategy.
How to build FAQ pages for discoverability and engagement
There are several approaches brands can take to build FAQ pages. But you shouldnt take an either/or approach. Brands that think about FAQs as both a content strategy and a data strategy incorporate all of the approaches. They also outperform the competition in SERPs and AI search experiences.
Here are a few examples of how to use FAQ pages across your website(s).
Individual FAQ pages
Create a web page with content dedicated to one specific question (with links to related questions). These individual FAQ pages have the best chance of ranking in organic search results and frequently inform AI search results. Check out the Yext Knowledge Center for examples.
Full-page FAQs
Create a page with all your FAQs (or a subset of FAQs) arranged on one web page. You may order them from most common to least common, alphabetically, or by some other hierarchy. Full-page FAQS help brands optimize for a mix of long-tail keywords and give customers quick, complete answers to all the top questions at once. They also give customers another way to answer several questions at once without having to conduct multiple site searches.
Entity-specfiic FAQ pages
Think of entities as unique content categories like policies or product information. Create unique web pages that dive into specific content and add FAQs for that category to the page. Here's an example from our Listings product page. (Scroll down the page to see the entity-specific FAQs embedded on the page.)
Local landing pages with FAQs
You can (and should) build local landing pages as individual FAQ pages or as entity-specific FAQ pages. When you combine your listings management strategy with search-optimized pages, you increase your relevance, prominence, and distance value in traditional search engines. Plus, youre building trust and relevance with AI-driven search platforms when they see the depth, breadth, and consistency of your brands web presence.
Examples of questions to include on your FAQ pages
Brands benefit from simple FAQ pages covering basic brand information and more robust FAQ pages structuring questions by type or category.
FAQ categories and FAQ questions for local restaurant brands
Location and hours
What hours are you open?
Where's the best place to park?
Reservations and dining
Do I need a reservation?
Will I be automatically charged for a tip/gratuity
Catering and events
Do you cater weddings or other private parties?
How do I make a reservation for a special event?
Menu and nutritional information
What dietary preferences do you accommodate?
When is the seasonal item available?
FAQ categories and FAQ questions for healthcare brands and providers
Location and hours
Do you have UrgentCare locations?
Where are your mammography clinics located?
New patient information
How do I transfer medical records to your location?
How do I access the patient portal?
Insurance and billing
What insurance providers do you accept?
How do I set up a payment plan?
Appointments and scheduling
How much notice do I need to give if I need to cancel or reschedule an appointment?
Can I book an appointment online?
FAQ categories and FAQ questions for financial services brands
Store locations and hours
What time do you open/close?
Are you open on Veterans Day?
Online and mobile banking
How do I make a mobile deposit?
How do I turn on fraud notifications?
Financial education
How do I estimate my mortgage or loan payment?
What's the difference between a checking and a money market account?
Customer support
How do I report suspicious activity or identity theft?
How do I update my life insurance policy?
Examples of FAQ categories for local retail brands
Store locations and hours
What hours are you open?
Where's the best place to park?
Orders and payment
What is your return policy?
Do I pay shipping fees if I pick up an item at the store?
Gift cards
Do gift cards expire?
How do I see my gift card balance?
Pet policies
Can I bring my emotional support animal into the store?
Are pets welcome?
Turn FAQ pages into a competitive advantage
FAQ pages arent a nice-to-have. Theyre a strategic marketing lever for brands that care about customers and conversions. The most forward-thinking brands dont just answer questions; they anticipate them so they can attract the most curious customers.
Use Yext Scout, your competitive intel agent and digital presence analyst, to make sure AI search agents and customers find your brand and find you first. Use Scout to improve key visibility drivers like listings accuracy, online reputation, web content like FAQ pages, and social presence, all in one place.
Scout integrates seamlessly with the Yext platform, including Yext Pages populated with FAQs. With Scout, you'll see where your brand stands, then turn insights into impact by making recommended changes to your pages right from the platform.