A well-designed FAQ (Frequently Asked Questions) page is one of the most hardworking assets on an Australian small business website. It doesn’t just save you hours of time answering the same emails; it builds immediate trust with potential customers and gives your search engine rankings a significant boost.
In this guide, we’ll walk you through the process of identifying the right questions, writing persuasive answers, and implementing the page on your site to ensure it actually converts visitors into leads.
Prerequisites
Before you start, make sure you have:- Access to your website’s CMS (WordPress, Squarespace, Shopify, etc.).
- A list of the top 10 questions customers ask you via phone, email, or social media.
- A basic understanding of your brand voice.
---
Step 1: Audit Your Inbox and Sent Folder
Don’t guess what your customers want to know. Start by looking at your actual data. Go through your 'Sent' items in Outlook or Gmail from the last three months. Look for recurring themes. Are people asking about your delivery areas in Brisbane? Do they want to know if you have an ABN for tax invoicing? Screenshot Description: You should see a list of your most recent customer enquiries, highlighting common keywords like "price," "how long," or "shipping."Step 2: Categorise Your Questions
Once you have a list of 15–20 questions, group them into logical categories. This prevents your FAQ page from becoming a "wall of text." Common categories for Australian businesses include:- Ordering & Payments
- Shipping & Delivery (mentioning interstate vs. local Brisbane delivery)
- Returns & Warranties (referencing Australian Consumer Law)
- Service Specifics
- About the Business
Step 3: Write in the Voice of the Customer
Phrase your questions exactly how a customer would ask them. Use "I" and "my" in the question, and "you" or "we" in the answer. Instead of:* "The policy regarding refunds." Use:* "How do I request a refund if my item is damaged?"Step 4: Keep Answers Concise and Action-Oriented
Your FAQ page isn't a blog post. Aim for 2–4 sentences per answer. If a question requires a long explanation (like a complex technical process), provide a brief summary and link to a dedicated blog post or guide for more detail.Pro Tip: Always include a clear call-to-action (CTA) at the end of complex answers. For example: "Still unsure? Contact our Brisbane team for a quick chat."
Step 5: Optimise for Local SEO
To help your business show up in local searches, weave in local keywords naturally. If you are a plumber in Chermside, don't just say "We offer emergency repairs." Say "We offer emergency plumbing repairs across Brisbane’s northern suburbs, including Chermside and Aspley."Step 6: Create the Page Layout
Log into your website backend. Create a new page titled "Frequently Asked Questions" or "FAQ". Use an "Accordion" style layout if your website builder supports it. This allows users to see all the questions at a glance and click to expand the answers they care about, keeping the page tidy. Screenshot Description: In your website editor (like Elementor or Shopify), look for a widget called 'Accordion' or 'Toggle'. It usually looks like a stack of horizontal bars.Step 7: Add Search Functionality (Optional but Recommended)
If you have more than 20 questions, add a small search bar at the top of the FAQ page. This allows users to find what they need instantly without scrolling through every category.Step 8: Implement FAQ Schema Markup
This is a technical step that makes a huge difference. FAQ Schema is a piece of code that tells Google your page is an FAQ. When done correctly, your questions may appear directly in the Google search results (SERPs), taking up more "real estate" and increasing your click-through rate. Common Mistake: Don't use a plugin that generates schema for questions that aren't actually on the page. Google considers this "spammy" and may penalise your site.Step 9: Add a "Contact Us" Safety Net
No FAQ page can answer 100% of questions. At the bottom of the page, add a clear section that says: "Didn't find what you were looking for?" followed by your phone number and a link to your contact page.Step 10: Review for Australian Compliance
Ensure your answers regarding refunds, shipping, and data privacy align with Australian standards. For example, mention that your services comply with the Australian Consumer Law (ACL). This builds significant trust with local shoppers who want to know they are protected.Step 11: Test on Mobile
Most Australians browse on their phones while on the go. Open your new FAQ page on your smartphone. Ensure the accordions are easy to tap with a thumb and that the text is large enough to read without zooming.---
Troubleshooting Common Issues
- The page feels too long: Use categories and accordions (click-to-expand) to hide the answers until they are needed.
- Low engagement: Check your heatmaps or analytics. If people are leaving the page quickly, your answers might be too long or your questions might not be what they are actually searching for.
- Schema not showing in Google: It can take 2-4 weeks for Google to re-crawl your site and display FAQ rich snippets. Use the Google Rich Results Test tool to verify your code is correct.
Summary Checklist
- Collected real questions from emails/calls.
- Grouped questions into 3-5 logical categories.
- Wrote answers using "You" and "We."
- Included local Brisbane/Australian keywords for SEO.
- Used an accordion layout for better UX.
- Added a final CTA to the contact page.
Next Steps
Now that your FAQ page is live, make sure it's easy to find! Add a link to it in your website footer and your main navigation menu. You should also link to specific FAQ sections in your customer service emails to save time on future enquiries.Need help with the technical schema setup or writing SEO-optimised content for your Brisbane business? Get in touch with the Local Marketing Group team today.