How to Leverage FAQs to Improve Your Website’s SEO & User Experience [Propel Playback]

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 -- https://propelyourcompany.com/faq-seo/

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Episode Transcript

SPEAKER_00 (01:10):
Welcome back to the Clinic Marketing Podcast.
I'm your host, Darcy Sullivanfrom Propel Marketing and
Design, and today we're divinginto a super practical and often
overlooked strategy that can notonly help boost your SEO, but
make your website more helpfulto patients and save you time

(01:32):
and energy.
We're talking about FAQs,frequently asked questions.
You've probably already answeredthe same questions over and over
and over and over and over againin your clinic.
Like, do I need a referral?

(01:53):
How much does it cost?
Do you accept insurance?
Where are you located?
What should I expect on my firstvisit?
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?

(02:13):
You're probably already startingto think, yeah, off the top of
my head, I can think of a numberof questions I get asked all the
time.

But here's the thing (02:21):
most clinics don't realize that these
questions not only are SEO goldwhen it comes to specific
strategies and use the rightway, but also they're going to
take you, save you time andenergy if you place them on your
website the right way, becauseyou can direct people to that
information instead of tying upthe phone when somebody calls in

(02:46):
to ask these specific questions.
They'll also help improve yourrankings and search results,
increase your chances of showingup in the answer box, the rich
results, sometimes even the newAI overview, make your site more
helpful and user-friendly.
Again, reduce the phone callsfor those basic questions and

(03:10):
build trust with potential newpatients.
So let's talk about how toleverage FAQs the right way.
Search engines like Google areall about giving users the best
answers to their questions.
And what are people doing whenthey're typing into Google?

(03:31):
A lot of them are askingquestions.
You've got your basic questions.
What does the chiropractor do?
Can acupuncture help withheadaches?
Is physical therapy covered bymy insurance?
When you add relevant FAQs toyour website, you're more likely
to rank for these types ofquestions.

(03:52):
And you'll see that while we'reusing FAQs to rank for some of
these questions, we're alsousing it, again, to improve the
user experience of people comingto your website.
Because when they come to yourwebsite, have a good user
experience, they're less likelyto just jump right off of your
website.
And Google sees that as a valueadd and sees that your content

(04:14):
is valuable.
Now, when it comes to FAQs, youhave a couple different options,
right?
You can build out a whole FAQpage.
And in fact, in our DIY SEOprogram ready set rank, we have
a template bundle that includesspecific pages on your website,
and there's one that shows youhow to build out a specific FAQ

(04:35):
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
services pages, or on contactpages.
So let's talk about those.

(05:05):
This helps serve both as searchresults and again for that user
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 a referralto come see you, you might want

(05:30):
a couple of questions andanswers about that on your
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 services oryour general services page,

(05:53):
there are probably FAQs that youwant to include.
You don't have to label themFAQs.
You can just ask the questionand answer it.
Here are some examples.
Let's say you have a spinaldecompression page.
You can include the question, isspinal decompression painful?

(06:14):
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 withmore of those long tail keyword
phrases, meaning they're longerkeyword phrases, but it also

(06:36):
gives that value add to youraudience.
On your contact or locationpage, you 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

(06:57):
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 complicated foryour location, please make sure

(07:19):
that you answer that informationon your website.
Other common FAQs for yourcontact page or maybe your home
page, depending again on yourspecific 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

(07:41):
appointment are better left fora 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 absolutelyinclude information like what
should I bring to my firstappointment.

(08:03):
This stuff just purely addsvalue to your website visitors.
Not only, again, does it improveSEO, but it also helps prevent
confusion and even sometimesno-shows.
Again, you can also create adedicated, full-blown FAQ page,

(08:23):
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

(08:45):
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 our answersclear and concise.
You don't need to write amanuscript about where to park,

(09:10):
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 stuff isn't reallyabout ranking for one specific

(09:32):
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.

(09:55):
Update it regularly.
Your office hours might change.
Your policies might change.
So make sure that your FAQsreflect that.
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.

(10:16):
You might answer something like,Do you accept insurance?
Yes, we accept most majorinsurances, including, and then
listen, list them and say wealso offer self-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

(10:38):
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, you cantake one of your FAQs and break

(11:00):
it down in detail into a blogpost.
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.

(11:21):
We like to suggest if you'regoing to do a blog post and a
video or social media contentthat 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're have awin-win-win.

(11:41):
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.
New to physical therapy, here'swhat you should expect for your

(12:04):
first visit.
Again, this is a total win-winwhen you partner it with when
you partner quality FAQs on yourwebsite with social media
content, videos whenappropriate, and email blast.
So, how are the FAQs on yourwebsite?

(12:25):
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

(12:47):
Podcast.