FAQs for AEO Success

Including frequently asked questions (FAQs) on a website is not a new concept. In fact, our Forge insurance websites have featured this within our page content over the years.

However, FAQs are becoming important, now more than ever. The reason comes down to the increase in AI usage, specifically around asking direct questions.

Whether you are using Google’s AI search function, or something like Gemini or ChatGPT to ask a question, it’s pulling from websites as sources and subject matter experts to develop an instant answer.

After getting that answer, most people might move on. However, some do stick around and even explore the sites that are referenced as sources for that information.

To put it into perspective, let’s say I ask AI, “What kind of insurance do I need when buying a home in Columbus, OH?”

No matter which AI tool they use, it’s going to search the internet for information to put together an answer that makes sense to the question they asked. In the response, I not only got the answer I was looking for, but also links to the sources the information was based on.

If I were in the market for home insurance and saw an agency that answered my question, I might visit their site and contact them for a quote.

As you can see, this is a natural process that can happen organically, and in just a few moments, they can discover your agency.

So, let’s dive into how FAQs can help get your website and agency in front of more people who are interested and likely in the market for insurance.

By the way, I’ve explored what (Answer Engine Optimization) AEO is and the differences between SEO in this article, so be sure to check it out for even more context on what it is and how it benefits your agency’s online presence.

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Why should you use FAQs on your website?

Whether or not you use AI yourself, more and more people are, including when it comes to asking questions about insurance.

Like the example I gave earlier, people are naturally drawn to asking direct questions because they are expecting to get a response that answers their question without having to dig deeper.

This is what’s called a zero-click search, where I ask my question, get my answer, and move on with my day.

But I get asked by agencies often about how they can show up in those AI search results. The easiest method is to add FAQs to your website. I’ll go into how, but first, I want to give you the reasons why you’ll want to consider this in the first place.

First, you need to understand how AI works. At a very basic level, they are based on what’s called a Language Learning Model, which takes the words and questions it gets, and sorts that information into a response based on sources it can gather that answer from.

These AI models thrive on a question-and-answer format, meaning websites that have an FAQ are going to have a much easier time showing up in these types of AI search results.

By creating an FAQ on your own website, you are giving the Google AIs, Gemini, and ChatGPT’s of the world exactly what they need to answer someone who is asking that particular question.

In addition, from a purely user standpoint, especially when it comes to explaining insurance to a prospect or client, having clear FAQs that address common questions is often the most engaging content on a page, simply because it’s in a predictable, easy-to-read format.

So, by adding FAQs to your site strategically on pages (we recommend adding FAQs related to specific coverages on those pages on your website, such as an auto insurance page), you are helping AI answer those questions, and you are also serving the end user, regardless of how they find you in the first place.

How do FAQs benefit your insurance agency?

Aside from the benefits I mentioned above in regard to AEO (Answer Engine Optimization), FAQs directly add value to your agency and team in more ways than you might think.

Here are a few of the benefits of including FAQs on your site:

• FAQs help capture and convert prospects who are more likely to sign up for an insurance policy with you, as they ask specific questions before making a decision.
• FAQs serve as a source of insurance education on a 24/7 basis, so visitors to your site can get the information they need without contacting your agency.
• FAQs streamline operations and improve efficiency for your team. When you do get common, repetitive questions, you can simply send them the answers or direct them to the website.

In these instances, FAQs are not just serving a singular purpose of ranking higher online, but rather, they are adding direct benefits to how your clients and prospects use your website, while reducing the need for your team to spend time on simple questions.

They also promote self-service and education, so people can make more informed decisions or get the help they need whenever they are engaging with your website, whether it’s on the weekend or after hours.

How to start an FAQ on your website.

To get started with an FAQ on your website, I have a few steps you can follow to set this up in no time, so you can start gaining the benefits. The best part is that anyone can do this to start competing and getting ahead in the race to adapt to AI.

1. Compile the most commonly asked questions.
The best place to start listing FAQs is by asking your team (or yourself) which questions they get most often from clients and prospects. Write those questions down and save them. You’ll want to start with anywhere from 10 to 20 if you’re just getting started.

To take this one step further, make it part of your team’s process to record common questions that come up going forward, so you can continue to add to your FAQs library.

As you map these questions, identify where on your website they would fit best. In most cases, FAQs would make the most sense on a coverage page (for example, a question about umbrella insurance would fit best on an umbrella insurance page, if you have one).

2. Write answers to those questions.
Next, you’ll need to provide clear, concise answers that directly address the questions within the first sentence. Ideally, you’ll want to keep the answers on the shorter side, a sentence or short paragraph, for quick readability and without digging too deep into the details, as that’s what the rest of your page should be doing.

To make this even easier for yourself, write out the answers with as much detail and context as you want, and then ask AI to help you format the FAQs to be written following AEO best practices, so you can simply provide the details and let AI do the work of trimming it down for you.

3. Add the FAQs to your website.
Now that you have compiled your questions and answers, it’s time to add them to your website. Depending on where you have your website, this is something you can do in seconds, or you can have your web provider handle it for you.

For example, if you have a Forge insurance website with us, you’ll have access to edit and directly add these to your insurance coverage pages in just a few clicks. Plus, because we have over 200 coverage pages, you’ll be able to add specific questions to different pages across the site, and it gives you a great foundation for AEO.

Regardless of how you get them added, once you have established these FAQs, you can continue this same process over time to update and add new ones to your website, all of which will help your agency stand out more in AI search results as an authority on those subjects you’re addressing.

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Want to learn more?

If you’re ready to take the next step, our complete insurance marketing platform offers the tools and features your agency needs to stand out and succeed.

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