An FAQ section on your homepage: when it helps

Key takeaways

An FAQ section on a homepage helps when it answers the three to six questions that genuinely stop people enquiring, such as price, area, timing and what happens next. It hurts when it becomes a dumping ground for 20 questions or hides answers the main copy should give. Keep answers short and in plain view, not behind tricky accordions.

• 3 to 6 questions that actually block enquiries.
• Answer each in 2 or 3 sentences.
• Place it near the closing call to action.
• Do not hide key answers that belong in the hero.

When does an FAQ section help a homepage?

An FAQ section helps when visitors have a few predictable worries that the main copy cannot cover without getting long: 'Do you charge for quotes?', 'Do you cover my area?', 'How soon can you start?'. Short, honest answers near the call to action remove the last reasons to wait.

• Why your homepage is not converting visitors into customers
• FAQ pages: when they help the journey and when they hide answers

Which questions belong on the homepage?

Use the questions customers ask most before buying, taken from calls, emails and messages. Usually that is price or how pricing works, area, timing, what happens after enquiring and one sector-specific worry such as insurance or qualifications. Detailed technical questions belong on service pages.

• The five questions every homepage visitor needs answered
• Answer buyer objections on your website before they ask

How should the answers be written?

Answer each in two or three sentences, starting with the direct answer: 'Yes, quotes are free and in writing.' Avoid 'it depends' without explaining on what. Plain answers can also appear in search results, as Google may show page text as a snippet.

• Use your customers' own words on your homepage

Should FAQs use accordions?

Accordions keep the page short, but they hide content: visitors must click to read, and some never do. For three to six short answers, showing them openly is often better. If you use accordions, make the questions clear, keep them keyboard accessible and never hide something that every visitor needs, like the service area.

• Homepage accessibility problems that cost customers

When is a homepage FAQ a bad idea?

It is a bad idea when it replaces clear main copy, when it grows past six questions or when the answers are defensive and legalistic. A long FAQ on the homepage is usually a sign the page has not answered the basics further up.

• Homepage copywriting: a word budget for each section

What does this look like in practice?

A pattern we see: the same four questions take up most of the first phone call with each lead. Putting them, with straight answers, just above the closing call to action shortens those calls and brings in enquiries from people who were hesitating.

• See client work
• Website Design & Development for UK businesses

Homepage FAQ checklist

• Collect the questions customers ask before buying.
• Pick the 3 to 6 that most often delay a decision.
• Start each answer with the direct answer.
• Keep answers to 2 or 3 sentences.
• Place the section near the closing call to action.

• A 'how it works' section that removes the unknowns
• Show your availability on the homepage, honestly

Next step

Ask whoever answers the phone to list the five questions they hear most from new customers. Write a two-sentence answer to each.