FAQs and your website

Regulated professions such as lawyers, chartered accountants, wealth managers and notaries know that trust and information are what their clients need. FAQs (frequently asked questions) play a useful role in organic search (SEO) and in engaging prospects.

FAQs: why answer the questions your prospects ask?

Answer the main questions

The FAQs answer the questions your prospects ask most often. For example:

• For a lawyer : "What are the deadlines for filing an appeal?"
• For a chartered accountant : "How do you bill a year-round engagement?"
• For a wealth manager : "What are the best investment strategies in 2024?"
• For a notary : "Which documents do I need for an estate?"

Answering those questions demonstrates your expertise and reassures future clients.

Avoid the isolated, ineffective FAQ page

A standalone FAQ page is rarely visited and brings little real value. Putting the FAQs directly inside your blog articles lets you add precision without weighing down the main content. That makes the information more accessible and more useful to your visitors.

FAQs: an asset for organic search (SEO)

Enrich your content with relevant keywords

Adding FAQs brings in content rich in the keywords your potential clients use when they search. That improves your visibility in search engines and raises your chances of appearing in the results for specific queries.

It is the extra mile, what takes you further than your competitors by answering the side questions your reader has.

Increase the time spent on your site

By giving precise answers to the questions your visitors have, you encourage them to stay longer on your site. A longer visit is a positive signal to search engines, which can improve your ranking.

An opportunity for Google featured snippets

Well-structured FAQs can be used by Google for featured snippets, which raises your visibility and your click-through rate. That positions your site as a reliable source of information.

Do not use FAQs to paper over gaps

The important messages belong in the main content

FAQs must not be used to hide essential information. The key messages have to be clearly presented in the body of your pages. FAQs are there to add precision, not to replace the main content.

Add precision, do not fill gaps

Use FAQs to add further detail on related subjects. If a subject matters enough, it deserves its own section or its own page on your site.

Break FAQs into sections of the site where needed

If some questions are too complex to handle in a simple FAQ, consider developing them into dedicated sections. That improves navigation and user experience, because visitors find what they are looking for easily.

Using Perplexity to enrich your FAQs

What is Perplexity?

Perplexity is an artificial intelligence that helps you find related questions worth asking around a given subject. You ask it a question, it generates an answer drawing on sources it found online, which is handy for producing substantial, technical content, and it suggests related questions worth putting in the FAQ, and answering.

Using Perplexity, you can build FAQs that are more relevant and better matched to what your potential clients need.

Good practice for effective FAQs

Answer the main questions prospects ask

Make sure your FAQs address directly the major concerns of your clients. That strengthens trust and engagement towards your profession.

Do not use FAQs to fill gaps

Avoid hiding crucial information in the FAQ. The main content of your pages has to be complete and sufficient without constant cross-references to the FAQ.

Format for easy reading

• Use clear headings for each question.
• Put the important keywords in bold.
• Structure your answers for easy reading.

Good formatting makes understanding easier and improves the user experience.