May 5, 2025 • 13 mins
FAQs aren't just convenient information for patients—they're a powerful SEO strategy that can boost your clinic's search rankings while making your website more useful and reducing phone calls.
When strategically implemented, they can help you rank for natural question-based searches, appear in rich results, and build trust with potential patients.
Episode webpage: How to Leverage FAQs to Improve Your Website’s SEO and User Experience
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the Clinic Marketing Podcast.
I'm your host, darci Sullivanfrom Propel Marketing and Design
, and today we're diving into asuper practical and often
overlooked strategy that can notonly help boost your SEO, but
make your website more helpfulto patients and save you time
(00:21):
and energy.
We're talking about FAQs,frequently asked questions.
You've probably alreadyanswered the same questions over
and over and over and over andover again in your clinic, like
do I need a referral?
(00:42):
How much does it cost?
Do you accept insurance?
Where are you located?
What should I expect on myfirst visit?
How long should my first visitbe?
What should I wear to my firstvisit?
What's parking like at yourlocation?
What conditions do you treat?
What services do you offer?
The list goes on and on right.
(01:03):
You're probably alreadystarting to think, yeah, off the
top of my head.
I can think of a number ofquestions I get asked all the
time.
But here's the thing Mostclinics don't realize that these
questions not only are SEO goldwhen it comes to specific
strategies and use the right way, but also they're going to save
(01:24):
you time and energy if youplace them on your website the
right way, because you candirect people to that
information instead of tying upthe phone when somebody calls in
to ask these specific questions.
They'll also help improve yourrankings and search results,
increase your chances of showingup in the answer box.
(01:46):
The rich results, sometimeseven the new AI overview, make
your site more helpful anduser-friendly Again, reduce the
phone calls for those basicquestions and build trust with
potential new patients.
So let's talk about how toleverage FAQs the right way.
(02:07):
Search engines like Google areall about giving users the best
answers to their questions, andwhat are people doing when
they're typing into Google?
A lot of them are askingquestions.
You've got your basic questionswhat does the chiropractor do?
Can acupuncture help withheadaches?
(02:29):
Is physical therapy covered bymy insurance?
When you add relevant FAQs toyour website, you're more likely
to rank for these types ofquestions, and you'll see that
while we're using FAQs to rankfor some of these questions,
we're also using it again toimprove the user experience of
(02:51):
people coming to your website,because when they come to your
website, have a good userexperience, they're less likely
to just jump right off of yourwebsite, and Google sees that as
a value add and sees that yourcontent is valuable.
Now, when it comes to FAQs, youhave a couple different options.
Right, you can build out awhole FAQ page and in fact, in
(03:13):
our DIY SEO program, ready SetRank, we have a template bundle
that includes specific pages onyour website and there's one
that shows you how to build outa specific FAQ page.
So you have that option.
You also have the option ofanswering and asking FAQs on
your homepage, if that's rightfor your business, on specific
(03:36):
services pages or on contactpages.
So let's talk about those.
We just mentioned your homepage.
You can add a short FAQ sectionaddressing the top three to five
questions new patientstypically ask.
This helps serve both as searchresults and again for that user
(03:59):
interaction, because people arefinding that information
quickly.
So when would you do this?
Well, for example, if you are aniche clinic that maybe
requires that a patient have areferral to come see you, you
might want a couple of questionsand answers about that on your
(04:22):
homepage.
On your homepage, I would notadd more than five FAQs.
Keep it simple, make it easy toread and easy to digest.
However, when we dive into otherthings, like your services page
, if you have specific servicesor your general services page,
(04:42):
there are probably FAQs that youwant to include.
You don't have to label themFAQs, you can just ask the
question and answer it.
Here are some examples.
Let's say you have a spinaldecompression page.
You can include the question isspinal decompression painful?
(05:02):
If you have a dry needling page, you could include a couple
questions like how many dryneedling sessions do I need?
What's the difference betweendry needling and acupuncture?
Asking and answering thesequestions again helps you with
ranking A lot of times with moreof those long tail keyword
phrases meaning they're longerkeyword phrases but it also
(05:26):
gives that value add to youraudience.
On your contact or location pageyou can include questions like
where should I park?
We find this extremely helpfulwhen people have issues with
parking or if there's a diagramthat needs to be shown or a map
(05:46):
of where somebody should park,or if there's multiple options
and you need to direct somebodythat parking is free Monday
through Friday in front of theoffice from this time to this
time.
There's also a paid garage forthis.
Parking is importantinformation.
So if parking is complicatedfor your location, so if parking
is complicated for yourlocation, please make sure that
(06:09):
you answer that information onyour website.
Other common FAQs for yourcontact page or maybe your
homepage, depending again onyour specific clinic, could be
do you take walk-ins?
Do you accept insurance?
What should I bring to my firstappointment?
Sometimes questions like whatshould I bring to my first
appointment, sometimes questionslike what should I bring to my
(06:30):
first appointment, are betterleft for a first visit page.
A first visit page is alsoanother page that we include in
our DIY SEO program, ready SetRank.
We have a template for what youshould include on that page and
, yes, it can absolutely includeinformation like what should I
bring to my first appointment.
(06:52):
This stuff just purely addsvalue to your website visitors.
Not only, again, does itimprove SEO, but it also helps
prevent confusion and evensometimes no-shows.
Again, you can also create adedicated, full-blown FAQ page
(07:12):
which goes into all thequestions that people ask and
then answer them.
When it's time to write yourFAQs, keep these tips in mind.
You want to write the way apatient would ask the question,
so use natural language.
Think do I need a referral forphysical therapy instead of
(07:34):
referral policy for PT services?
See how one matches what aperson really is searching and
the other one is worded the wayyou would word it.
We want to word things the waythe audience words them.
We also want to keep ouranswers clear and concise.
You don't need to write amanuscript about where to park
(07:59):
right.
You don't need to go into crazydetail when answering these
questions.
You want to answer the questiondirectly in the first sentence.
You can always expand fromthere, but really get to the
point.
Include keywords.
Naturally, some of this stuffisn't really about ranking for
(08:21):
one specific keyword.
If you have an FAQ page, it'snot necessarily about ranking
that page for every singlekeyword that is listed on that
page.
You want to avoid jargon.
Keep the language simple andfriendly.
Patients don't want a medicaljournal.
They want clearly answeredquestions.
(08:44):
Update it regularly.
Your office hours might change,your policies might change, so
make sure that your FAQs reflectthat.
So let's say you're achiropractor and patients often
ask do you take insurance?
That question could be a fullFAQ on your homepage and
insurance page.
(09:05):
You might answer something likedo you accept insurance?
Yes, we accept most majorinsurances including and then
list them and say we also offerself-pay options.
Contact us to verify yourcoverage.
You can repeat an FAQ inmultiple places to make sure
people see it, especially ifit's an important one like do
(09:27):
you accept insurance.
Now you've included naturalkeywords while providing value.
You can also use FAQs to createother content.
You can use them solely for ablog post.
If you have a blog post, youcan take one of your FAQs and
(09:49):
break it down in detail into ablog post.
For example, can acupuncturehelp with headaches?
That could be a full blog postin itself.
You can also take FAQs and usethem for social media posts or
short videos or reels or emailnewsletters.
(10:10):
We like to suggest, if you'regoing to do a blog post and a
video or social media content,that you bundle it together.
Maybe you make a short video,then you push it through social
media and you turn it into ablog post and then email it out.
So then you have a win, win,win.
(10:30):
You've got valuable SEO contenton your website, you've got
social media going, you've gotvideo and you've got emails.
Some other examples could befive things to know before your
first acupuncture appointment.
Or can chiropractors help withheadaches?
Here's what to know.
You can do an email blast.
(10:50):
New to physical therapy?
Here's what you should expectfor your first visit.
Again, this is a total win-winwhen you partner quality FAQs on
your website with social mediacontent, videos when appropriate
and email blasts.
So how are the FAQs on yourwebsite?
(11:14):
It might seem like a smalldetail, but when they're done
right, they can have a bigimpact on how your clinic shows
up in search and how patientsengage with your website.
Remember, your patients areasking these questions.
You might as well provide thecontent.
I hope you enjoyed today'sepisode of the Clinic Marketing
(11:36):
Podcast.
Welcome back to the Clinic Marketing Podcast.
I'm your host, darci Sullivanfrom Propel Marketing and Design
, and today we're diving into asuper practical and often
overlooked strategy that can notonly help boost your SEO, but
make your website more helpfulto patients and save you time
(00:21):
and energy.
We're talking about FAQs,frequently asked questions.
You've probably alreadyanswered the same questions over
and over and over and over andover again in your clinic, like
do I need a referral?
(00:42):
How much does it cost?
Do you accept insurance?
Where are you located?
What should I expect on myfirst visit?
How long should my first visitbe?
What should I wear to my firstvisit?
What's parking like at yourlocation?
What conditions do you treat?
What services do you offer?
The list goes on and on right.
(01:03):
You're probably alreadystarting to think, yeah, off the
top of my head.
I can think of a number ofquestions I get asked all the
time.
But here's the thing Mostclinics don't realize that these
questions not only are SEO goldwhen it comes to specific
strategies and use the right way, but also they're going to save
(01:24):
you time and energy if youplace them on your website the
right way, because you candirect people to that
information instead of tying upthe phone when somebody calls in
to ask these specific questions.
They'll also help improve yourrankings and search results,
increase your chances of showingup in the answer box.
(01:46):
The rich results, sometimeseven the new AI overview, make
your site more helpful anduser-friendly Again, reduce the
phone calls for those basicquestions and build trust with
potential new patients.
So let's talk about how toleverage FAQs the right way.
(02:07):
Search engines like Google areall about giving users the best
answers to their questions, andwhat are people doing when
they're typing into Google?
A lot of them are askingquestions.
You've got your basic questionswhat does the chiropractor do?
Can acupuncture help withheadaches?
(02:29):
Is physical therapy covered bymy insurance?
When you add relevant FAQs toyour website, you're more likely
to rank for these types ofquestions, and you'll see that
while we're using FAQs to rankfor some of these questions,
we're also using it again toimprove the user experience of
(02:51):
people coming to your website,because when they come to your
website, have a good userexperience, they're less likely
to just jump right off of yourwebsite, and Google sees that as
a value add and sees that yourcontent is valuable.
Now, when it comes to FAQs, youhave a couple different options.
Right, you can build out awhole FAQ page and in fact, in
(03:13):
our DIY SEO program, ready SetRank, we have a template bundle
that includes specific pages onyour website and there's one
that shows you how to build outa specific FAQ page.
So you have that option.
You also have the option ofanswering and asking FAQs on
your homepage, if that's rightfor your business, on specific
(03:36):
services pages or on contactpages.
So let's talk about those.
We just mentioned your homepage.
You can add a short FAQ sectionaddressing the top three to five
questions new patientstypically ask.
This helps serve both as searchresults and again for that user
(03:59):
interaction, because people arefinding that information
quickly.
So when would you do this?
Well, for example, if you are aniche clinic that maybe
requires that a patient have areferral to come see you, you
might want a couple of questionsand answers about that on your
(04:22):
homepage.
On your homepage, I would notadd more than five FAQs.
Keep it simple, make it easy toread and easy to digest.
However, when we dive into otherthings, like your services page
, if you have specific servicesor your general services page,
(04:42):
there are probably FAQs that youwant to include.
You don't have to label themFAQs, you can just ask the
question and answer it.
Here are some examples.
Let's say you have a spinaldecompression page.
You can include the question isspinal decompression painful?
(05:02):
If you have a dry needling page, you could include a couple
questions like how many dryneedling sessions do I need?
What's the difference betweendry needling and acupuncture?
Asking and answering thesequestions again helps you with
ranking A lot of times with moreof those long tail keyword
phrases meaning they're longerkeyword phrases but it also
(05:26):
gives that value add to youraudience.
On your contact or location pageyou can include questions like
where should I park?
We find this extremely helpfulwhen people have issues with
parking or if there's a diagramthat needs to be shown or a map
(05:46):
of where somebody should park,or if there's multiple options
and you need to direct somebodythat parking is free Monday
through Friday in front of theoffice from this time to this
time.
There's also a paid garage forthis.
Parking is importantinformation.
So if parking is complicatedfor your location, so if parking
is complicated for yourlocation, please make sure that
(06:09):
you answer that information onyour website.
Other common FAQs for yourcontact page or maybe your
homepage, depending again onyour specific clinic, could be
do you take walk-ins?
Do you accept insurance?
What should I bring to my firstappointment?
Sometimes questions like whatshould I bring to my first
appointment, sometimes questionslike what should I bring to my
(06:30):
first appointment, are betterleft for a first visit page.
A first visit page is alsoanother page that we include in
our DIY SEO program, ready SetRank.
We have a template for what youshould include on that page and
, yes, it can absolutely includeinformation like what should I
bring to my first appointment.
(06:52):
This stuff just purely addsvalue to your website visitors.
Not only, again, does itimprove SEO, but it also helps
prevent confusion and evensometimes no-shows.
Again, you can also create adedicated, full-blown FAQ page
(07:12):
which goes into all thequestions that people ask and
then answer them.
When it's time to write yourFAQs, keep these tips in mind.
You want to write the way apatient would ask the question,
so use natural language.
Think do I need a referral forphysical therapy instead of
(07:34):
referral policy for PT services?
See how one matches what aperson really is searching and
the other one is worded the wayyou would word it.
We want to word things the waythe audience words them.
We also want to keep ouranswers clear and concise.
You don't need to write amanuscript about where to park
(07:59):
right.
You don't need to go into crazydetail when answering these
questions.
You want to answer the questiondirectly in the first sentence.
You can always expand fromthere, but really get to the
point.
Include keywords.
Naturally, some of this stuffisn't really about ranking for
(08:21):
one specific keyword.
If you have an FAQ page, it'snot necessarily about ranking
that page for every singlekeyword that is listed on that
page.
You want to avoid jargon.
Keep the language simple andfriendly.
Patients don't want a medicaljournal.
They want clearly answeredquestions.
(08:44):
Update it regularly.
Your office hours might change,your policies might change, so
make sure that your FAQs reflectthat.
So let's say you're achiropractor and patients often
ask do you take insurance?
That question could be a fullFAQ on your homepage and
insurance page.
(09:05):
You might answer something likedo you accept insurance?
Yes, we accept most majorinsurances including and then
list them and say we also offerself-pay options.
Contact us to verify yourcoverage.
You can repeat an FAQ inmultiple places to make sure
people see it, especially ifit's an important one like do
(09:27):
you accept insurance.
Now you've included naturalkeywords while providing value.
You can also use FAQs to createother content.
You can use them solely for ablog post.
If you have a blog post, youcan take one of your FAQs and
(09:49):
break it down in detail into ablog post.
For example, can acupuncturehelp with headaches?
That could be a full blog postin itself.
You can also take FAQs and usethem for social media posts or
short videos or reels or emailnewsletters.
(10:10):
We like to suggest, if you'regoing to do a blog post and a
video or social media content,that you bundle it together.
Maybe you make a short video,then you push it through social
media and you turn it into ablog post and then email it out.
So then you have a win, win,win.
(10:30):
You've got valuable SEO contenton your website, you've got
social media going, you've gotvideo and you've got emails.
Some other examples could befive things to know before your
first acupuncture appointment.
Or can chiropractors help withheadaches?
Here's what to know.
You can do an email blast.
(10:50):
New to physical therapy?
Here's what you should expectfor your first visit.
Again, this is a total win-winwhen you partner quality FAQs on
your website with social mediacontent, videos when appropriate
and email blasts.
So how are the FAQs on yourwebsite?
(11:14):
It might seem like a smalldetail, but when they're done
right, they can have a bigimpact on how your clinic shows
up in search and how patientsengage with your website.
Remember, your patients areasking these questions.
You might as well provide thecontent.
I hope you enjoyed today'sepisode of the Clinic Marketing
(11:36):
Podcast.
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