How to write an FAQ page that AI assistants like to cite

AI assistants revolve around questions and answers. A good FAQ page fits that perfectly: short, clear answers to questions customers really ask. Such a page is easy for a model to read, and the answers are easy to reuse.

Step 1: collect real questions

Do not start by inventing, start by collecting. Good sources:

• questions customers ask by phone or email
• questions you answer again and again when quoting
• questions in reviews ("I was wondering whether...")
• the questions you measure in your GEO tracking, especially those where you are not mentioned yet

Ten to twenty questions is a good start.

Step 2: write the answer first

Start each answer with the core, in one or two sentences. Only then any explanation. So not:

That depends on many factors. The age of your boiler plays a role, and also...

But:

Replacing a boiler usually costs between 2,000 and 3,500 euros, including installation. The price mainly depends on the type of boiler and whether pipework needs adjusting.

That is exactly the kind of sentence an AI assistant reuses in an answer.

Step 3: be specific and local

• Mention places: "We work in The Hague, Rijswijk and Voorburg."
• Mention times: "For emergencies we are usually on site within an hour."
• Mention prices or ranges where possible.
• Avoid vague words like "fast", "affordable" or "excellent" without explanation.

Step 4: one question per heading

Put each question as a heading with the answer below. Avoid accordions that only load with JavaScript, or at least make sure the text is in the page itself. That way software can connect the question to the answer.

Step 5: add FAQPage data

With structured data of the FAQPage type you tell search engines and AI, in a fixed format, which questions and answers are on the page. Read how that works in our article on structured data.

Step 6: keep it current

Prices, service areas and ways of working change. An FAQ with outdated answers does more harm than good, because AI assistants simply repeat that old information. Set a reminder to review the page every six months.

Examples of good questions

• What does [service] cost in [town]?
• How quickly can you come?
• Which places do you serve?
• Do you also work evenings or weekends?
• What is the difference between [option A] and [option B]?
• How long does [service] usually take?

HelloGeoLabs subscribers get a ready-made FAQ in their action plan, based on the questions where AI does not mention them yet. Curious where you stand? Take the free AI check.