§ Key takeaway
Collect questions from conversations
Review inquiry forms, calls, support messages, and post-service conversations. Remove personal details, then group recurring questions about fit, timing, price, preparation, coverage, and next steps.
If a question exposes confusion in a service description, fix that page too instead of hiding the issue inside an FAQ.
Write answers that stand alone
Start with a direct response, then explain the conditions a customer needs to know and link to the service, policy, or pricing page. If price varies, say what changes it instead of inventing a starting price.
Group questions under descriptive headings. Keep answers easy to scan, but do not remove an important limitation just to make an excerpt shorter.
Keep markup expectations realistic
Structured data must match content people can see. Google says FAQ rich results are generally limited to well-known government and health websites; most local businesses should not expect a dropdown just because markup validates.
Publish FAQs because they help customers. Measure whether they reduce repeated inquiries or help visitors reach the right page—not only whether a search feature appears.