If you think your FAQ (frequently asked questions) page is just a place for visitors to find answers, think again. When done right, an FAQ page can become a powerful lead generation tool for your small business website. Beyond answering common questions, it’s an opportunity to guide potential clients towards taking action—whether that’s booking a consultation, signing up for your services, or learning more about what you offer.
While most small businesses overlook the potential of their FAQ page in their website design, the truth is, it can be a goldmine for building trust, reducing barriers to conversion, and boosting SEO (search engine optimisation). Let’s break down how you can optimise your FAQ page on Wix or Squarespace to not only answer questions but also generate more leads for your business.
Why FAQs Are More Than Just Q&As
FAQs are often one of the most visited sections of a website, especially for service-based businesses. Visitors land on this page to find quick answers and solutions. But if that’s all you offer, you’re missing out. FAQs give you the chance to:
Build trust: By providing clear, detailed answers, you demonstrate transparency and expertise, which makes visitors feel more comfortable doing business with you.
Eliminate doubts: A well-structured FAQ page can address common concerns that may be stopping visitors from converting, helping them feel more confident in moving forward.
Drive engagement: When you combine answers with strong calls-to-action (CTAs), you can guide users towards taking the next step, whether that’s booking a service or getting in touch with you.
Ready to explore some practical steps for turning your FAQ page into a conversion machine? Here we go...
1. Incorporate lead-generating CTAs into your answers
It’s one thing to answer a visitor’s question, but if you’re not guiding them toward the next step, you’re leaving money on the table. Every answer on your FAQ page should be paired with a relevant CTA. For example, if a question is about pricing, end with “Want a detailed quote? Schedule a free consultation today!” This not only answers the query but also encourages immediate action.
2. Create a dynamic FAQ page that adapts to user behaviour
A static FAQ page is helpful, but a dynamic one that adapts based on user behaviour is even better. By offering related answers based on the user’s previous interactions, you can show that your website understands their needs, creating a more engaging experience.
In Wix, you can use “Wix Automations” to track visitor behaviour and offer customised FAQ responses based on their activity. If a user has viewed a specific service page, your FAQ could highlight related questions about that service.
Squarespace users can use tags and categories to group similar FAQs together, ensuring that users see the most relevant information to them.
3. Optimise your FAQs for voice search
With the rise of voice-activated assistants like Siri and Alexa, more people are using conversational searches to find answers online. Optimising your FAQ page for voice search can help you capture this audience, leading to more organic traffic and potential leads.
Make sure your FAQ answers are written in a conversational, question-and-answer format. Phrasing your FAQs as natural language questions (e.g., “How can I book a consultation?”) is key to optimising for voice search. Both Wix and Squarespace allow you to format FAQ headings in H2 or H3 tags, which can help search engines understand the context of your answers.
4. Add social proof to your answers
People trust recommendations and reviews more than anything a business can say about itself. By including social proof in your FAQ answers, such as testimonials or case studies, you can build credibility and encourage visitors to trust you.
In Wix, embed customer reviews or a testimonial slider within your FAQ page. Squarespace makes it easy to add testimonial blocks or quote blocks directly within your FAQ answers. For example, if the question is about the quality of your services, you can link to a testimonial that shows the positive experiences of previous clients.
5. Track the effectiveness of your FAQs
You won’t know how well your FAQ page is working unless you track its performance. Analysing which questions get the most views or generate the most leads can help you optimise your content and improve your lead generation strategy.
Both Wix and Squarespace offer analytics tools that allow you to track visitor behaviour. Check which FAQ questions get the most clicks and lead to conversions, then update your page accordingly. For example, if visitors are frequently asking about pricing, you may want to highlight pricing-related CTAs more prominently.
Want an example of how you can mix up your FAQ page?
A recent website I found was Marie Forleo, whose an online business coach, and I LOVE her copy. Rather than calling her page 'FAQ's', she has an innovative approach with a 'New Here?' page.
This page summarises some of her (presumably) most asked questions, but in a fun and visually engaging way rather than the usual accordion list we're all accustomed to. It perfectly matches her tone of voice and overall brand, to keep everything consistent throughout their website.
Leverage your small business FAQ page to drive more leads
Your FAQ page can be much more than a simple Q&A section. So, take a look at your current FAQ page. Are you answering questions, or are you driving leads? With a few simple tweaks, your FAQ page can go from passive information hub to active conversion tool—helping your small business thrive online. And of course, contact us to see how we can help transform your FAQ section, and your entire small business website.