How to write FAQ pages that actually help your guests (and increase direct bookings)

There are a number of questions we get asked at Springnest at least once a month. Things like “can I use my existing domain to host a Springnest website?” or “can I make changes to my website?”. These things are well documented on our website and sales collateral and to us they seem obvious, but yet, we answer those questions time and again.

Hospitality is no different. Think about how often do you receive questions about airport transfers, wifi, or checkout times.

Even with a detailed website, guests often reach out with questions they couldn’t find or didn’t have time to search for. That’s where a well-written FAQ page really helps.

Why you get the same questions over and over?

Getting repeat questions doesn’t mean your content isn’t working. It means your guests are human.

Most visitors don’t read every page; they scan, looking for quick answers that remove doubt.

Think of FAQs as your website’s "front desk in writing". When written clearly, they handle common concerns long before an email or WhatsApp message arrives. That saves you time and builds trust with travellers who are still deciding where to stay.

How can having a FAQ page benefit your business?

Conversion and visitor experience

Your prospective bookers have questions that stand between them browsing your website, and them booking their stay. FAQ pages can help answer those questions.

SEO and AIO (being cited in AI tools)

Question-and-answer style content provides clear, direct answers to specific questions, helping search engines and AI systems understand the topic and improving the chances of the content appearing when similar questions are asked online.

Saving you and your team time and energy

Less questions means less time responding. Which means more time for running your business and delighting your guests.

Why FAQ pages matter even if you have the information visible on other parts of your site

An FAQ isn’t just another place to list what you offer. It’s where you answer what guests actually ask.

Here’s a simple contrast:

• Amenities page: “We have 24-hour reception.”
• FAQ page: “Can I check in late at night?”

See the difference? The first states a feature; the second addresses a concern. Good FAQs are written in the language of curiosity, not marketing.

A simple framework for writing useful FAQs

Start with what you already know.

1. Collect real questions. Scroll through your inbox or message history. Anything you’ve answered more than once belongs on your FAQ list.
2. Rephrase them in guest language. Write them as questions your traveller would actually type or ask out loud. (“Do you have family rooms?” not “Accommodation options for families.”)
3. Keep answers short, honest, and helpful. You’re not writing an advert; you’re removing doubt. Include what matters most and link to more detail if needed.
4. Optionally, link FAQ text to relevant pages on your site. Guide guests to helpful follow-up information (like rooms, pricing, location, or policies) so they can easily take the next step. Here’s a guide on how to hyperlink your text. This also strengthens your site’s internal linking, which helps search engines better understand your content and improves visibility.

If a guest could say “Ah, that’s exactly what I wanted to know,” you’ve done it right.

What to avoid when writing FAQs for your Springnest Website

Not all questions belong in your FAQ. Poorly written FAQs hurt clarity and don’t help with SEO.

Being too generic and obvious (using FAQ as a SEO tool, rather than a helpful resource)

Poor FAQ: Do you offer tented accommodation in the Kruger Park?

These waste space and credibility.

Better FAQ: Which accommodation options do you offer?

Being too specific (Marketing disguised as FAQs)

Poor FAQ: Is there a shaded area by the pool for kids?

These are selling points, not FAQs. Consider weaving these facts into the Answers, or use them as amenities on Accommodation or facilities pages instead.

Better FAQ: Are you a family friendly?

Conclusion

Writing FAQs might not feel as exciting as crafting blog articles or sharing on Instagram, but it’s one of the most practical ways to improve your guests’ experience before they arrive. Start small; five honest questions are better than fifteen vague ones.

Bonus AI Prompt

Copy and use this prompt in your AI Tool of choice, to brainstorm logical FAQs, using the information you already have available on your website.

Beginning of AI Prompt

I would like to improve the FAQ page on my hospitality website. Please visit this URL and study my business, my location, my rooms, and my guest experience. Then suggest five FAQ questions and short answers based on the following rules.

1. Questions must reflect what real guests actually ask.
2. Questions must be written in natural guest language, not marketing language.
3. Answers must be short, clear, and genuinely helpful.
4. Focus on questions that reduce doubt about booking, for example check in, parking, wifi, meals, family suitability, transfers, payments.
5. Avoid obvious sales questions or unnecessary SEO content.
6. Only include questions that would make a guest say, “Ah, that is exactly what I wanted to know”.

Here is my website URL: [paste your website address here]

Please provide the five FAQs in a simple list.

End of AI Prompt