---
title: "Which frequently asked questions should you put on your website so Google and AI cite you?"
description: "The FAQ section decides whether Google and ChatGPT cite you. Which questions to pick, how to word them, and the mistakes that leave the section doing nothing."
date: "2026-10-30"
category: "Local SEO"
keywords: "frequently asked questions on your website, FAQ section for small business, appear in Google answers, FAQ for ChatGPT, content that ranks"
portada: "/portadas/portada-preguntas-frecuentes-en-tu-web.webp"
---

A physiotherapist wrote to me in September because she had lost a client. The woman had asked ChatGPT whether she could go to physiotherapy without a medical referral, the AI answered that she usually could but should confirm with the clinic, and she called the next business that came up on Google. Her website did explain it: in one line, inside a long paragraph, halfway down the services page.

We changed one thing. She put the question exactly as a patient would write it — "Do I need a referral to come to physiotherapy?" — with the answer underneath, in three lines. That page started getting visits from that exact kind of search within two weeks. She didn't change the design, the price or the sales copy. She changed the fact that she answered one specific question using the same words people type.

## Why this section works harder than the rest of the site

When someone searches for something specific, Google no longer returns ten links: it returns an answer and, below it, the sources. AI assistants do the same, with even more reason. That slot at the top isn't taken by whoever has the prettiest website, but by whoever has written the clearest answer to that question.

And business websites usually have every kind of content except that. They have "services", "about us" and "contact". Nobody writes "how long does a plantar fasciitis take to heal?" or "do you work with insurers?" or "can I park nearby?", which is exactly what people type at eleven at night before deciding.

One thing is worth understanding here: frequently asked questions are not decoration for the contact page. They are the only place on your site where you can use your clients' literal words without it sounding odd. And they are the easiest content to be quoted from that you will ever produce.

## Which questions to choose

Don't invent them. Good questions already exist: they are in your WhatsApp, in your calls and in the first three sentences of every enquiry email.

- **The price ones.** "How much is a consultation?", "is the quote free?", "do I have to pay anything upfront?". Even if you don't want to give a fixed figure, a range settles more than a "contact us".
- **The process ones.** "How long does it take?", "what do I need to bring?", "how many sessions will I need?", "can I cancel?". These are the ones clients are most afraid of and the ones that build the most trust when you answer them straight.
- **The requirements and exceptions ones.** Referral, insurance, minimum age, areas you don't cover, what happens if it rains. Answering a "no" in time saves you an hour of wasted visit.
- **The logistics ones.** Parking, public transport, accessibility, real opening hours, whether you handle emergencies.
- **The ones AI is already asking you.** Open ChatGPT or Gemini and ask about your sector in your city using your business name. Whatever it gets wrong is a question you're missing on your site.

Ten or twelve well-chosen questions are worth more than thirty generic ones. If in doubt, the test is simple: would anyone type this into Google exactly like that? If the answer is no, it's surplus.

## How to write each answer

The formula that works has three parts and fits in three or four lines:

1. **The direct answer in the first sentence.** "Yes, you need a referral" or "No, you don't need a referral for the first visit". No preamble. If you start with "In our clinic, since 2009, we have...", you've already lost the featured snippet.
2. **The concrete detail.** Indicative price, timeframe, area, opening hours, what's included. A number is worth more than an adjective.
3. **The way out.** "If you like, I can confirm it by phone" or a link to the form. One sentence, not a sales paragraph.

Write the question in bold and the answer in normal text, with its own heading for each block if the article is long. Never put the answers inside an image: if the text isn't in the HTML, it doesn't exist for Google or for AI.

## The four mistakes that leave the section doing nothing

- **Copying questions from a template.** "Why choose us?" is something nobody searches for. If the question doesn't come from a real doubt, it brings no visits.
- **Answering "contact us".** It's the fastest way to make your site useless. A price range is always better than silence.
- **A single telegraphic sentence.** "Yes." can't be quoted. Google needs context to extract a snippet and so does the assistant.
- **Hiding it in the footer or in an empty accordion.** Accordions do get indexed, but if the content isn't in the code until someone clicks, some search engines won't see it. Test it: open your site, turn JavaScript off and check whether your answers are still there.

## How to check it in ten minutes

1. Open your site on your phone and search for the word "price". If it doesn't appear on the services page or in the FAQ, that slot is empty.
2. Search Google for your service + your city. Look at the first three results: do they answer the doubt you answer on your site? Almost always the answer is yes, and you don't.
3. Ask ChatGPT about you, about your sector and about your area. Note down what it gets wrong about you. Every mistake is a missing question.
4. Open your admin panel and check that you can edit that section yourself. If changing one answer means writing to whoever built your site, that section is going to age fast.

On that last point: if your site doesn't let you touch the copy, first look at [which sections a business website needs](/blog/en/secciones-imprescindibles-de-una-web-para-negocio) and then decide whether it's worth staying with the one you have.

## How many to add and where

Between eight and fifteen, on a page of its own at `/preguntas-frecuentes`, with the three or four most important ones repeated inside the service page they belong to. That page should be linked from the menu, not buried. And it's worth reviewing every six months: when you change prices or opening hours, this is the first thing to go stale.

If you also want AI to recommend you when someone asks about your sector, this is half the work; the other half is in [how to appear in ChatGPT's answers](/blog/en/tu-negocio-aparece-en-chatgpt).

## The order that usually works

1. Pull the fifteen questions out of your last twenty WhatsApp messages and emails. You already have them, there's nothing to invent.
2. Pick the twelve most repeated ones and sort them by what blocks a purchase the most.
3. Write each answer with the three-part formula. Answer, detail, way out.
4. Publish them on a page of their own, linked from the menu.
5. Repeat the three main ones inside their service page.
6. Come back in six months and update prices and opening hours.

If you'd rather have this set up from the start, with the FAQ page already written from your sector's usual doubts and a panel so you can change them yourself whenever you want, you can [request a free design proposal](/solicita-web/en) and I'll tell you what I'd put on yours, with no obligation.