In Part 1 (last month) I talked about why having a Frequently Asked Questions page on your website is good for an AI search.
But with all the answers available online, does that mean people won’t need to get in touch with you directly?
Actually, the opposite is true.
A good FAQ page doesn’t replace human connection, it filters out the wrong kind of conversations, which means your time can be spent on having the right conversations.
We’ve already established that people aren’t typing in random keywords when they search online, and instead they are asking full questions like:
Do you cater for gluten free guests?
How far in advance should I book catering for a birthday party?
Can your venue handle weddings for 150 people?
Do you deliver outside Auckland?
If your website answers commonly asked questions clearly, an AI search engine is far more likely to recommend your site because it confidently understands what you do.
But here’s the important part:
People rarely work with someone just because an FAQ page answered their question.
They choose to work with a business because they feel trust, confidence, personality, and connection.
A website FAQ page should never come across like a cold instruction manual. It should feel like it’s actually you (the business owner) answering questions in advance.
For example, instead of saying:
Yes, we cater for dietary requirements.
You could say:
Absolutely! We regularly cater for gluten free, vegetarian, dairy free, and allergy-sensitive guests. We understand how important it is for everyone to feel included at your event.
Their question has been answered, and at the same time you have communicated warmth, care, and personality.
A great FAQ page actually helps people feel more comfortable about getting in touch because:
they already understand the basics
they feel reassured
they feel less nervous reaching out
they can picture themselves working with you
And as a result of this, any enquiries you do receive will tend to be of higher quality.
So instead of removing connection, FAQs remove friction.
The real connection usually happens after someone feels safe enough to contact you, and a great FAQs page helps to create that safety.
One of the best approaches is to make your FAQs sound conversational and human:
use personality
tell little stories
reassure people
include phrases you might say on the phone
end answers with invitations like:
Still unsure? Feel free to get in touch.
We’re always happy to chat through ideas.
Every event is different, and we’d love to hear what you’re planning.
That way your FAQ page becomes less like, ‘Here are the rules’, and more like, ‘Here’s what it’s like to work with us.’
For service businesses - like catering, design, photography, weddings, coaching, trades, consulting - that balance is incredibly powerful.
