Some websites still have a dedicated FAQs page, and this works well for certain types of business.

But for most small businesses, it makes more sense to answer frequently asked questions on the relevant service page rather than lump them all together on a separate page. Why make your potential clients go hunting for information when you can put it where they need it?

Plus, there are SEO benefits to including an FAQs section on your service page as you can easily include keywords in your questions (and answers).

How do I book copywriting training for my team?

Can the copywriting training be customised for my business?

Can copywriting training be delivered online rather than in person?

Lots of freelancers and business owners miss a trick by not including keywords on services pages. And not just because of the SEO benefits.

Most people skim website copy, so they don’t always notice key information. FAQs are a great place to reiterate important details, giving readers another chance to find them.

But you can also use your FAQs as a place to go into more detail about things that aren’t covered in the main copy or expand on things you’ve mentioned.

Your FAQs are also a good place to address any concerns your customers might have:

Can I get a refund if I change my mind?

Do I have to have my camera on during the calls?

What if I need to cancel a session?

We want our main copy to be clear, concise and focused on the main selling points, but FAQs can help us add keywords, reiterate key information, provide additional detail, and address those concerns that might just be stopping people from taking the next step.

And this is why I love FAQs (and why you might want to include some on your services pages if you don’t already).

I’ve always had excellent eyesight, but in recent years, I’ve noticed a pretty big deterioration, so I did the sensible thing and booked an eye test. Sure enough, I need glasses for everything.

But choosing my new glasses was tough. I’ve never worn glasses, so I’ve never had to buy any before, and I didn’t really know where to start.

I didn’t know what I should look for in a frame. Or whether having different pairs of glasses for different things is better than getting one pair of varifocals. I never would have thought to ask about anti-glare.

Fortunately, a very patient assistant helped me through the process and I made a decision I was happy with.

But this is a problem your potential customers and clients face. If they have never invested in the types of products or services you offer before, they won’t necessarily know what they should be asking or what information they might need before making a decision.

For example, lots of people invest in web design without thinking about who will write the copy. So they don’t know to ask whether their web designer can include this in the quote, recommend a good copywriter, or give them guidance on how to write their own copy.

And because they don’t know they should ask those questions, they end up with an unexpected cost they didn’t budget for (because they need to hire a copywriter) or their website build is delayed because they underestimated how long it would take to write the copy.

This could be avoided if web designers mentioned it in their copy, in the FAQs, or at the proposal stage: “If you don’t have the expertise to write your own copy, we can recommend some excellent copywriters or add copywriting services to our quote.”

Don’t leave it up to your potential clients to figure out what they should be asking. You are the expert in your industry, so you should give them the information they might not know they need to ask for.

What will you need them to provide? What should they understand beforehand? Are there any additional costs or time demands they might need to consider? What’s included and what’s not included? What decisions will they need to make?

FUQs make great topics for social media posts, newsletters, videos, and blog posts.

And you can answer the most important FUQs in your website copy.

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