Why Advisor Website FAQs Matter More Than Ever
Financial professionals are seeing a shift in how clients search for answers online. Clients no longer just type a few keywords into Google. Instead, they’re using full, complex questions in AI-powered search tools like ChatGPT, Gemini, Perplexity. These AI tools scan content for direct, conversational answers that are easy to scan. To get your website featured in AI search results, it needs to talk the way you do – clear questions, straightforward answers, and a structure that actually helps someone solve a problem. Enter: the advisor website FAQ page.
Your advisor website needs to talk the way you do – clear questions, straightforward answers, and a structure that actually helps someone solve a problem – that’s where your FAQ page becomes a top performer.
What Makes a Great FAQ on an Advisor Website?
1. Clear Questions Based on What Real Clients Ask
Start with real conversations. If a client asked it in a meeting, it belongs on your FAQ page. Skip the jargon and ask the question exactly how someone would type it into Google.
For example:
✅ “How do financial advisors get paid?”
❌ “What is your compensation methodology?”
2. Short, Direct Answers That Build Trust
Answer in plain language. Be transparent. Don’t just describe your process – explain how it helps the person reading.
For example:
“We typically charge a flat fee of $3,000 for a comprehensive plan. If you’re already working with us for investment management, planning may be included at no extra cost.”
3. Use of Schema Markup (FMG Has You Covered)
Without getting too technical, schema markup is code on your website (hidden for the human viewer) that tells search engines and AI tools exactly what they’re looking at. Including this on your advisor website, especially on FAQ pages, means that it’s even more discoverable.
Why this matters: Schema markup helps Google and AI tools identify your questions and answers faster – and show them directly in search results.
FMG customers – schema markup is automatically added to your FAQ pages. No extra work needed. Just build the FAQ page using FMG’s tools, and the structure happens behind the scenes.
How Does AI Read Your Advisor Website?
AI doesn’t read your site like a human. It’s not skimming for bold fonts or catchy phrases. It’s scanning for:
- Clear Q&A patterns
- Conversational tone that mirrors how people actually speak
- Structured content (like FAQ schema) that separates questions from answers
That’s why FMG’s built-in FAQ structure matters for your advisor website. It gives your content a format AI can immediately parse – and helps your site show up in AI-generated answers or rich snippets.
Keep it Conversational, Keep it Client-Focused
FAQs work because they answer real questions clients are asking AI. With the rise of AI-driven search, structuring your answers clearly like this is more important than ever. Use your FAQ page as a conversation, not a pitch – and let FMG handle the technical side.
Without a doubt, your website is the most public expression of your brand. It only takes visitors 50 milliseconds to form an opinion – make it count!Create Gorgeous, Traffic-Driving Advisor Websites
FAQs… on FAQs
Do I need to update my FAQ page regularly?
Yes. As client questions evolve or market conditions change, your FAQ page should reflect that. Review it every quarter to make sure answers are still accurate, especially if your pricing, process, or niche has changed.
Can I have more than one FAQ section on my website?
Absolutely. Many advisors include smaller FAQ blocks on service pages or landing pages in addition to a main FAQ page. This makes your site more helpful – and keeps you aligned with how AI scans for contextual answers.
How long should each answer be?
Aim for 2–5 sentences per answer. That gives enough context without overwhelming the reader. Clear, concise answers help with SEO and client experience.
Should I include links inside FAQ answers?
Yes, but sparingly. Link to relevant blog posts, service pages, or scheduling tools when it adds value. This improves site navigation and gives AI more context.
What if I don’t know what to include yet?
Start with your next three client meetings. Write down every question they ask about your process, fees, or services. That’s your starting list. Then add new FAQs over time – it doesn’t need to be perfect from day one. And… feel free to ask AI!
