Your FAQ section might be the most underrated sales tool on your website.

In this episode of Engage Your Brand®, I’m diving into a website section I see business owners hesitate on all the time: your FAQs.

If you’ve ever wondered, “Do people even read these?” or “Can’t they just ask on the call?”, this episode is for you. Because the truth is: FAQs don’t just answer questions… they build trust, reduce friction, and help your website sell your services before you ever hop on a call.

I’m also sharing exactly where FAQs should live on your website (hint: it doesn’t always need to be a full page), how many you actually need, and the 4 C’s framework I created to help you write FAQs that feel human and convert.

Key takeaways

• Why your FAQ section is a trust-builder, not just “extra info”
• How FAQs can help shorten sales calls, because couples arrive more educated and confident
• Why FAQs matter even more now in the era of AI search (ChatGPT + beyond)
• Where FAQs should go on your website (and when a dedicated FAQ page makes sense)
• Why it’s okay to repeat FAQ content across pages (and why this isn’t “bad SEO”)
• The 4 C’s framework for writing FAQs that convert: Clarity, Connection, Charisma, Confidence
• FAQ topics that save time immediately: pricing guidance, process, policies, availability, backup plans
• How many FAQs you need (and how to organize them so they don’t feel like a giant text block)
• If you want your website to do more pre-selling and less back-and-forth… this episode is your sign to update your FAQs.

Want to tighten up your FAQ section and make your website do more of the heavy lifting? If you’re ready for a more strategic website (and support writing website copy that actually converts), reach out to us — this is something we help with inside our copywriting + website design process.

Resources mentioned

• FAQ Guide freebie
• FAQ Blog post