The FAQ page written for you, not for them
The scenario:
Your website FAQ page covers what services you offer, your response times, and your coverage hours. It reads like an internal fact sheet turned public. The actual questions prospects type into a search bar or ask an AI assistant, like switching providers mid-contract or what happens to their data if they leave, never made it onto the page, because nobody asked prospects what they were searching for.
Revisit the list every couple of quarters rather than treating it as finished once built. The questions prospects ask shift as your services, your market, and the tools they compare you against keep changing underneath you. An FAQ page written once and left alone drifts out of date the same quiet way an access list does.
The workflow:
Step 1 - Find the questions people are asking.
Pull the last three months of prospect emails, discovery call notes, or support tickets that contain a question. Feed them to your AI tool of choice and ask it to identify the five questions that come up most often, in the prospect's own words.
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Step 2 - Answer plainly, without a sales pitch bolted on.
Ask your AI tool to draft a direct answer to each question, one to three sentences, written the way you'd explain it to someone on the phone, not the way you'd write ad copy.
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Step 3 - Structure it for how people search.
Ask your AI tool to phrase each question exactly as someone would type or speak it. That's closer to how search engines and AI assistants match a question to an answer than a cleaned-up, formal version of the same question.