If you’ve ever found yourself answering the same three client questions over and over again, you’ve got two options:
- Keep repeating yourself until your eyes glaze over, or
- Build a comprehensive FAQ page that does the talking for you.
Guess which one keeps your sanity intact and impresses your clients?
A well-crafted FAQ page isn’t just a polite “read this before you email me” — it’s a strategic business tool. Done right, it saves you hours, improves client experience, and boosts your website’s SEO. Let’s break down how to make one that works hard for you.
Why bother with an FAQ page?
For service-based businesses — especially mortgage brokers, property investment firms, and other professional services — a good FAQ page does three things:
- Saves time — Your most common questions are answered in one place, so you’re not repeating yourself in every call or email.
- Builds trust — Clear, upfront answers make you look transparent and well-organised.
- Boosts SEO — FAQs are an easy way to work in valuable keywords without stuffing them awkwardly into sales copy.
Think of it as your digital receptionist. It greets visitors, answers their questions, and gets them one step closer to working with you.
Step 1: Gather your FAQs (the right way)
Don’t just guess what your clients want to know — get the data. The good news is, your probably already have most of it:
- Review past emails and call notes to find recurring questions.
- Ask your sales or admin team what they’re always asked.
- Use your website’s search analytics (if available) to see what visitors are hunting for.
If you’re a mortgage broker, you might spot patterns like:
- “How long does loan approval take?”
- “Do you work with self-employed borrowers?”
- “What’s the difference between fixed and variable rates?”
Step 2: Organise by theme
A messy FAQ page is just a wall of text nobody reads. Group questions into clear sections so visitors can skim:
- Process & timelines — How you work, how long it takes, what happens when.
- Eligibility & requirements — Who you work with and what they need.
- Pricing & fees — Transparent cost info to prevent sticker shock.
- Service-specific — Detailed questions unique to your industry.
If your list of FAQs is going overboard, use collapsible “accordion” sections so users can click to reveal answers. It keeps the page tidy and mobile-friendly.
Step 3: Write like a human (but with SEO in mind)
Each FAQ answer should be short, clear and jargon-free. Avoid the corporate waffle and speak in plain English.
Example:
❌ We endeavour to facilitate the mortgage process within industry-standard timeframes.
✅ Most loans take 2–4 weeks from application to approval, depending on your lender.
Sprinkle in keywords naturally. If your question is “How long does loan approval take?”, your answer can naturally include “mortgage approval time in Australia” without sounding like a robot.
Step 4: Add personality
Remember — your FAQ page is still part of your brand voice. A dash of personality goes a long way:
- Mortgage broker example: “Yes, we work with self-employed clients — we love a good spreadsheet and a strong coffee.”
- Property investment example: “No, you don’t need millions to start — but you do need a plan (and that’s where we come in).”
It keeps the page engaging and makes you more memorable.
Step 5: Make it easy to find
Your FAQ page isn’t helpful if it’s buried in your footer like a family secret. Place it:
- In your main navigation menu.
- Linked in contact pages and email signatures.
- From your service pages where relevant questions naturally arise.
If you use live chat, set your FAQ page as a suggested resource when users ask basic questions.
Step 6: Keep it fresh
Your business evolves, and so do your clients’ questions. Review your FAQ page every quarter to:
- Add new questions from recent inquiries.
- Remove outdated information.
- Update any regulatory changes (especially in finance).
This isn’t just good service — Google rewards fresh content, so it’s a sneaky SEO win too.
Step 7: Track what’s working
Use Google Analytics to check:
- Time on page — Are visitors engaging with your FAQ page?
- Exit rate — Are they leaving your site, or moving on to other pages?
- Clicks to contact — The ultimate goal.
If people still email you the same questions covered in your FAQ, your answers might be too vague or buried.
Use FAQs across your marketing
Once you’ve done the work, squeeze more value from it:
- Turn each FAQ into a short social post.
- Use them in your email nurture sequences.
- Add them to proposal documents.
- Feature them in blog posts or YouTube videos.
Make FAQs your North Star
An FAQ page isn’t just a nice-to-have — it’s a time-saving, trust-building, SEO-boosting powerhouse. Done well, it keeps your inbox clear of repetitive questions and your clients better informed from day one.
If you’d like an FAQ page that works this hard for your business, get in touch — I’ll make sure your clients get answers before they even ask.