How to write effective FAQs for your listing

1. Choose questions visitors actually ask

Start by thinking about the questions your customers ask most often by email, phone or in person. These are often the best questions to include because they address the information people genuinely need.

Depending on your business, visitors might want to know:

• When are you open?
• Do I need to book in advance?
• Is parking available?
• Are dogs welcome?
• Is the venue accessible?
• Are children welcome?
• What happens if the weather is bad?
• Are there any additional charges?

You don't need to answer every possible question. Choose the ones most relevant to your business and the experience you offer.

Top tip: If your website already has a useful FAQ section, use it as a starting point. Adapt the questions and answers for your Visit East of England listing, making sure the information is accurate and relevant.

2. Write clear, direct answers

A good FAQ should answer the question straight away, then provide any additional detail the visitor needs.

Keep your answers concise but useful. Avoid vague responses that leave people needing to contact you for clarification.

For example:

Question: Is parking available?

Less helpful answer: Yes, parking is available nearby.

Better answer: Yes, free parking is available in our on-site car park, including designated accessible parking spaces close to the entrance.

The second answer provides more useful information and helps visitors decide whether the facilities meet their needs. Only include details that accurately reflect your business.

A simple formula for writing FAQs

1. Ask a clear, specific question.
2. Answer it directly.
3. Include any essential details, restrictions or conditions.
4. Add a link if visitors need more information.
5. Check that the answer is accurate and up to date.

3. FAQ examples for business listings

Business listing FAQs should help visitors understand what to expect and plan their visit.

Choose questions relevant to your business type, whether you're an accommodation provider, attraction, restaurant, pub, activity provider or another tourism business.

Example: Opening times

Question: When are you open?

Answer template: We are open [days and times], with seasonal variations during [period, if applicable]. Opening times may vary on bank holidays and during special events. Please check [website link] for the latest information before travelling.

Example: Booking requirements

Question: Do I need to book in advance?

Answer template: Advance booking [is required / is recommended / is not usually required] for [activity, attraction or experience]. You can check availability and book online at [booking link]. Some activities may have limited availability, particularly during busy periods.

Example: Dogs

Question: Are dogs welcome?

Answer template: Dogs are welcome in [areas or facilities] but are not permitted in [restricted areas]. Dogs must be [lead requirements or other conditions]. Please check [website link] for our full dog policy.

Example: Parking

Question: Is parking available?

Answer template: [Free / paid] parking is available at [location]. The car park is approximately [distance] from the entrance. [Add information about accessible parking, electric vehicle charging or height restrictions where relevant.]

Example: Accessibility

Question: What accessibility facilities do you offer?

Answer template: Our facilities include [specific features, such as step-free access, accessible toilets or designated parking]. [Explain any relevant limitations or areas with restricted access.] For further information about access and facilities, please visit [website link] or contact us on [contact details].

Be specific about the facilities available rather than describing your business as simply "accessible". Detailed information helps visitors make informed decisions about their individual needs.

4. FAQ examples for events

Event FAQs should answer the questions someone needs to know before deciding to attend or buy a ticket.

Consider including questions about tickets, timings, parking, age restrictions, accessibility, facilities and what happens if plans change.

Example: Tickets

Question: Do I need to book tickets in advance?

Answer template: Tickets [must be booked in advance / can be purchased on the day]. Book online at [ticket link]. Availability may be limited, so we recommend booking early to avoid disappointment.

Example: Event timings

Question: What time does the event start and finish?

Answer template: The event takes place on [date], from [start time] to [finish time]. [Add arrival guidance, last admission time or details of scheduled performances where relevant.]

Example: Parking and travel

Question: Is parking available at the event?

Answer template: Parking is available at [location], costing [price]. The venue is approximately [distance] from the car park. [Include any information about accessible parking, public transport or alternative travel arrangements.]

Example: Children and age restrictions

Question: Is the event suitable for children?

Answer template: The event is suitable for [age range]. [Explain any age restrictions, child ticket requirements or supervision rules.] Children under [age, if applicable] must be accompanied by an adult.

Example: Bad weather

Question: Will the event go ahead if it rains?

Answer template: The event is [outdoors / indoors / a mixture of both]. In the event of bad weather, [explain whether the event will continue, move indoors, be postponed or be cancelled]. Any changes will be communicated through [website or social media link].

Example: Accessibility

Question: What accessibility facilities are available at the event?

Answer template: The event offers [specific facilities and arrangements]. [Include details of accessible routes, viewing areas, toilets, seating or assistance dogs where relevant.] For further information or to discuss specific requirements, contact [contact details].

Remember: Event details can change. Check your FAQs whenever you update your event listing, particularly if timings, ticket availability, venue arrangements or cancellation policies change.

5. FAQ examples for offers

Offer FAQs should make the terms of an offer clear before someone decides to book or make a purchase. This helps avoid confusion and ensures visitors understand exactly what's included.

Example: What's included?

Question: What is included in the offer?

Answer template: The offer includes [list the products, services or experiences included]. It is available for [number of people or applicable booking type]. Any additional costs, exclusions or optional extras are listed in the offer details.

Example: Validity dates

Question: When can I use this offer?

Answer template: This offer is valid for bookings made between [start date] and [end date], for visits or stays between [applicable dates]. Exclusions apply on [dates or periods, if relevant].

Example: How to book

Question: How do I book this offer?

Answer template: Book directly through [booking link] and select [relevant option or booking code, if applicable]. Please mention [offer name or code] when booking if required.

Example: Eligibility

Question: Who can use this offer?

Answer template: This offer is available to [eligible customers or booking types]. It [can / cannot] be combined with other discounts or promotions. Please check the full terms and conditions before booking.

Example: Additional costs

Question: Are there any additional charges?

Answer template: The offer includes [what is covered]. Additional charges may apply for [extras, supplements or optional services]. Please check [website or booking link] for full details before confirming your booking.

Remember: Make sure your answers match the offer's published terms and conditions. Clearly state any exclusions, booking requirements and validity dates so visitors know exactly what they're getting.

6. Link to further information where useful

Your FAQs don't need to contain every detail about your business. Where a question requires a longer explanation, provide a concise answer and direct visitors to the relevant page on your website.

For example, a question about seasonal opening times could summarise the usual arrangements and link to your full opening times page.

This is particularly useful when information changes regularly, such as event schedules, ticket availability, seasonal facilities or booking conditions.

Always check that links work and lead directly to the relevant information, rather than simply sending visitors to your homepage.

7. Keep your FAQs accurate and up to date

Review your FAQs regularly and update them whenever your arrangements change.

Check opening times, prices, booking requirements, accessibility information, event dates and offer conditions. Remove questions that are no longer relevant and replace outdated answers with current information.

If you have several listings, make sure the information is consistent across your business listing, events, offers and website.

8. Write FAQs for visitors, not search engines

FAQs can help search engines and AI-powered search tools understand your business, but their main purpose is to help visitors find useful information.

Use natural language, write questions the way people would genuinely ask them and provide answers that are specific to your business.

Avoid repeating keywords unnecessarily, adding questions that aren't relevant or using FAQs to make claims that aren't supported by your actual facilities or services.

For more advice on improving your listing, see our SEO best practice for your business listing guide.

Quick checklist: Are your FAQs ready to publish?

• My questions address things visitors genuinely want to know.
• Each answer responds directly to the question.
• I've included the practical details visitors need.
• I've provided links to further information where useful.
• My answers are accurate and reflect my current arrangements.
• I've checked prices, dates, restrictions and booking requirements.

Further guidance

For more help with your member portal, explore our related resources:

• SEO best practice for your business listing
• How to add an offer to your listing
• How to add an event to your listing

These guides explain how to create useful listings that help visitors discover your business, understand what you offer and plan their visit.