How do FAQs work and why are they important?
How do FAQs work and why are they important?
FAQs (Frequently Asked Questions) are a powerful but often overlooked tool in the DCMS. Adding well-written FAQs to your key pages helps visitors get quick answers to common questions — and gives search engines and AI discovery tools like ChatGPT clear, structured information about your content.
Where to find FAQs
FAQs are available as standard on all listing-type pages — Business Profiles, Events, Offers, and News/Blog posts. Some clients also have FAQs available on category landing pages, Miscellaneous pages, or Singles, though this varies from client to client depending on site design and setup.
Where available, you'll find the FAQ tab within the entry itself, and you can add FAQs one by one.
Why you should always add FAQs through the FAQ tab
It's important to add FAQs using the FAQ tab rather than including them another way, such as writing them directly into a Text Area as body copy. FAQs added through the FAQ tab automatically apply FAQ Schema — a type of structured data that tells search engines exactly what question is being asked and what the answer is. FAQs added any other way won't carry this benefit, even if they look identical to a visitor on the page.
Where FAQs appear on the page
As standard, FAQs are output automatically on the front end of the page, normally towards the bottom. The exact position can vary depending on your site's design, but you don't need to place them yourself within the Content Builder — once added in the FAQ tab, they'll appear in the correct location automatically.
Why FAQs matter
Adding FAQs the right way has two key benefits:
1. Better visibility in search results. Pages with well-structured FAQs are more likely to be eligible for rich results in Google — for example, expandable question-and-answer sections that appear directly in the search listing, making your page stand out and increasing the likelihood of a click
2. Clearer understanding by AI discovery tools. Tools like ChatGPT increasingly draw on structured content like FAQs to answer user questions directly. A well-written FAQ gives these tools a clear, ready-made answer to surface, increasing the chances your content is the source they use
As more visitors turn to AI overviews and tools like ChatGPT to research and plan trips, well-structured FAQs increase the chances that it's your content — not a third-party site or a competing destination — that gets cited and surfaced. That keeps you in control of the narrative around your own destination, and keeps you able to directly influence someone's decision to visit.
How to write good FAQs
Keep questions short and natural. Write them the way a visitor would actually ask them — "What time does the castle open?" rather than "Opening Hours Information"
Keep answers even shorter. Aim for a concise, direct answer first, with any extra detail afterwards if needed. Search engines and AI tools favour clear, specific answers over long explanations
Cover genuine visitor questions. Think about what people actually want to know before they visit, book, or buy — practical details, costs, accessibility, timing
Aim for around 6–7 FAQs on key pages. This is enough to add real value without overwhelming the page. Focus your effort on high-traffic and high-intent pages first — accommodation, food and drink, events, and key campaign pages
💡 Top tip: Look at the questions your business or destination gets asked most often by phone, email, or social media — these are often the best source of genuinely useful FAQ content, because they reflect what visitors really want to know.