FAQ Page: A Definitive Guide

What is an FAQ Page?

“FAQ” is an abbreviated acronym for Frequently Asked Question. A FAQ page is a web page that consists of a pre-listed set of Questions with their appropriate Answers. An FAQ Page can serve as an automated form of customer care service by using a creative and easy-to-understand means to provide answers to all anticipated questions that a prospective customer might have about your business, property, and services.

What is FAQ Page!

A FAQ page is designed to focus a customer on answers to the most frequently asked questions that they may have regarding your property, product, policies, and services.

Why should having a dedicated FAQ page be a priority?

FAQ page priority

Hotels must have a dedicated FAQ page on their website. It helps customers better understand your company, hotel, product, property, service, amenities, and policies.

A FAQ page assists in solving various customer questions and helps in developing a connection with them while improving engagement on your website.

A useful FAQ page will help your hotel stand out from competitors and help build a strong brand image in the market.

The Importance of a FAQ Page for your business

The Importance of a FAQ Page

1. Answer queries of your current and potential customers

FAQ pages answer questions that your current and potential customers may have, even before they’re asked! You can provide well-explained answers to your customer’s questions and establish yourself as a trustworthy expert about your business.

2. Helps differentiate your business from competitors

A potential customer might be looking at multiple lodging options before finalizing their booking decision. If you provide essential information and detailed answers on your FAQ page, you’ll have the upper hand, particularly in providing transparency and an enhanced level of customer support.

3. Helps visitors navigate your website more easily

You can link your answers to relevant web pages on your website so that visitors can easily read more information. This helps visitors to navigate your website quickly and also improves your guest user experience.

4. FAQs provide enhanced service to new visitors and reduce help requests

New visitors can have many questions about the services and amenities that your hotel offers.  Since a website is the first place they would likely check out to seek answers, it is ideal to have all the questions and answers compiled on a well-crafted FAQ page.

5. Helps to understand and serve your audience better

For some guests, going through an entire website could be overwhelming and time-consuming. Your visitors may have some questions that may not have been answered elsewhere on your website’s content. A FAQ page helps you centralize a repository of all essential facts and garner trust, as it shows that you understand your audience's most asked questions and address them.

6. Establishes your business as an authority and expert

When you provide excellent well-informed answers to frequently asked questions on your website, visitors and potential customers will deem you as an expert in your business. Ensure that your responses are authentic and informational, making your visitors look up to you for trustworthy answers and advice.

7. Overcomes objections and misconceptions about your business

Along with answering basic questions about your business, you should also focus on addressing your common misconceptions. You can turn it into a unique opportunity to humbly brag about your plus points and dispel any concerns guests may have about booking their stay at your hotel.

8. Showcases expertise, trust, and authority within your niche

A well-crafted FAQ page shows your audience that you understand the complicated issues and questions that they face. Including the right kind of information in your FAQ pages will help your customers improve their trust and confidence in your business while allowing you to be the authority of details about your property.

Importance of FAQ Page for SEO

Importance of FAQ Page for SEO

1. Helps to target long-tail keywords

FAQ page helps to leverage long-tail keywords. By trying to provide the most useful information to the visitor, you end up creating keyword-rich content. You can create a traffic-driving FAQ page by investing some time in long-tail keyword research.

2. Good internal linking scope

You are bound to talk about your services on the FAQ page. While sharing answers to every question, you can link back to the web pages for particular details identified in your answers, which creates a backlink.  For example, if you include a FAQ about guest room amenities, make sure you have a link to your website’s dedicated guest room page so the reader can dive deeper into your website content.

Note: Google considers internal links as backlinks.

3. Helps to spawn Google’s featured snippets

Featured Snippet!

A strong keyword-rich FAQ page certainly helps to improve your hotel website in organic search. Google is known to provide relevant answers to query searchers. The content used in the FAQ page allows you to be visible in featured snippets in the search engine result pages as long as your FAQs are submitted to Google.

4. Offers better user experience

A hotel website with a poor user experience can hardly achieve its end goal, driving more direct bookings. The FAQ page provides useful information that users are looking for and keeps them hooked on the page. This ultimately decreases the bounce rate, which raises users' chances of performing your desired action of booking their stay on your hotel’s website.

5. Helps to target conversion keywords

A FAQ page consists of information in question and answer form, which aids in targeting higher conversion keywords. Usage of higher conversion keywords eventually improves the traffic and conversion rate of your website.

6. Drives internal page views to other important pages

As the FAQ page links to other website pages, visitors clicking on the links will also visit other pages. Hence, the visitors' actions will increase the website’s page views, which can be seen in Google Analytics. This increased time on site and user engagement will improve conversion to more sales. Guests will recognize your website as the authority about your hotel and be more likely to book direct than via an Online Travel Agent.

How to Create a Killer FAQ Page That Drives Traffic?

How to Create a Killer FAQ Page That Drives Traffic?

1. Decide on the purpose of your FAQ Page

FAQ pages must have a definite purpose. Don’t add one to your website just because you think it’s a requirement and you want to provide content for SEO purposes.

While most websites benefit from the FAQ page, yours could be doing more harm if it doesn’t have any apparent intentions and quality content.

2. Use genuine questions

Adding inappropriate or useless questions & answers to your FAQ page is just going to confuse your website visitors. They’ll end up having a hard time finding the information they seek.

3. Categorize questions into groups

What can also be tedious is listing all the questions in random order. This is incredibly frustrating for customers who have several related questions regarding a single topic.

Thus, it helps divide up questions into groups, such as products, policies, security, and billing.

4. Cover a broad range of intent

Ensure your FAQ page covers a broad range of intent, including transactional, informational, and locational questions and answers.

5. Add links to relevant blog posts and service pages in your responses

You can also link to your knowledge base blogs and services, room details, attractions pages through FAQ answers to provide additional information and improve SEO.

6. Add lots of CTAs throughout the page

Remember, Informative answers + Call-To-Action = SALES.  Include Call-To-Actions in your Q&A dialogue.  For example, you can include a question: How do I book my stay?  The Call-to-Action answer should include details and a link to your reservations page to drive the guest to book direct.

7. Reflect on your audience’s needs

Queries should reflect your user’s needs, so before you start looking for questions, you must know what questions might be relevant to your business. You need to anticipate the questions customers may have about your hotel.  A great way to identify questions is to interview your guests or seek your front desk staff’s advice, who generally field questions from customers.

8. Land new users to the website by solving problems

FAQ pages can help you bring in new visitors to your website through organic search and drive them to relevant pages on your website.

Necessary Hotel Questions & Answers to include in your FAQ Page?

Necessary Hotel Questions & Answers to include in your FAQ Page?

FAQ pages should typically be organized into sections with related questions that customers frequently ask. Your page should contain important information to your customers based on your hotel services or other general communication.

Even though you'll have many questions specific to your hotel, pricing, services, and more, there are still some standard questions that almost everyone experiences.

Let's take a look at how we, at INNsight, design FAQ pages for our clients with common questions asked by travelers regarding the hotel's services, policies, and payment methods. It will give an overview of how one should include some common questions related to your hotel business:

Reservation Related Questions:

1. Can I make a reservation without a credit card?

2. How do I know if my reservation is confirmed?

3. How do I cancel or modify my reservation?

4. What if I would like to make a group reservation?

5.Who do I contact if I have questions about my reservation?

Payment Related Questions:

1. Are my credit card and personal details safe?

2. Can I use another party's authorized credit card to pay for my room?

3. Which credit cards can I use to complete my booking?

General Questions:

1. How can I make a special request?

2. What are your hotel policies?

3. How can I contact the hotel?


To summarize, a dedicated FAQ page on your website is a quick way to provide valuable information to your audience with a useful organization of essential information and answers to commonly asked questions.

Consider what questions your target audience may have about your policies, services, or products and what information they may be looking for before making a buying decision. Include all this information, and anything else you feel will provide value to your customers on your page.

Premium Websites Powered by INNsight feature a FAQ page that its powerful Content Management System controls to provide information relevant to your customers & prospect's needs.

INNsight is there to help you drive your hotel’s digital marketing success. Contact us today to learn more.


By submitting your email address, you confirm that you would like to receive marketing emails from INNsight. In addition, you agree to the storing and processing your data by INNsight as described in our privacy policy.