If you only ever add one “extra” content section on your event site, make it FAQs.

Not because they’re nice-to-have. Because they do three jobs at once:

• They remove friction (answer doubts that stop someone registering)

• They boost visibility (FAQs match how people search in Google and how they query AI tools)

• They improve performance (clear answers reduce support queries, bounce rate, and rage-clicking)

And the best bit? You don’t need a full site redesign. You can make genuinely meaningful improvements in a day.

What FAQs actually are (and what they’re not)

A good FAQ section is a structured set of questions your audience is already asking, written in plain language, with answers that:

• reassure

• clarify

• guide the next step (register, enquire, download, contact, etc.)

FAQs are not a dumping ground for “everything else we didn’t know where to put”.

If you find yourself writing: “For more information, please contact…” in every answer, that’s a sign you’ve created a dead end instead of a helpful journey.

Why FAQs matter more now than they used to...

1) Search is getting more question-based

People don’t search “event registration” anymore. They search:

• “Can I register on the day?”

• “Is this event free for visitors?”

• “How do I get a badge?”

• “Is there a group discount?”

FAQs let you match that intent exactly, which helps you show up for long-tail searches that competitors ignore.

2) AI discovery loves FAQs

AI tools thrive on question-and-answer structure. If your pages don’t clearly answer the basics (what, where, when, who, why), you’re less likely to surface in AI-led results and summaries.

3) FAQs are a conversion tool, not just an info tool

The real power move is placing page-specific FAQs exactly where the doubt happens:

• On the ticket or registration page, answer pricing, refunds, badge rules.

• On the exhibitor page, answer stand packages, lead capture, deadlines.

• On the speaker page, answer submissions, formats, and support.

This is how you stop “I’ll think about it” becoming “I’ve left the site.”

What your FAQs should include (for event audiences)

Think in five buckets. Most high-performing FAQs fall into these:

A) Decision-making questions (conversion blockers)

These are the “should I bother?” queries:

• Who is this event for?

• What will I get out of attending/exhibiting?

• Is it worth it if I’m new to the industry?

• What’s included in my ticket/stand?

B) Logistics questions (stress reducers)

• Venue location / parking / public transport

• Opening times

• Accessibility

• Food and drink

• Wi-Fi

• What to bring / what to wear

C) Registration and ticketing questions (friction killers)

• Prices, deadlines, discounts, group bookings

• Refunds/transfers

• Badge collection / entry requirements

• Invoice/VAT receipts

D) Programme questions (expectation setters)

• When is the conference or seminar agenda published?

• How do sessions work?

• CPD certificates?

• Session recordings afterwards?

E) “Edge-case” questions (support-ticket slayers)

• Under-18s

• Visa letters

• Filming/photography policy

• Code of conduct

• Exhibitor insurance / risk assessments

Where to place FAQs (hint: not just one FAQ page)

A single global FAQ page is fine, but the real gains come from sprinkling tailored FAQs across key pages.

Start here:

• Homepage: first-timer confidence + what to expect

• Topic pages: “Is this covered?” “Which sessions/exhibitors match my interests?”

• Registration/ticket pages: pricing, deadlines, refunds, badges

• Exhibit/Sponsor pages: packages, ROI, deliverables, deadlines

• Visitor info / travel pages: travel, hotels, accessibility

• Programme pages: agenda timing, formats, recordings, CPD

• Contact page: answers that reduce contact form submissions

A simple rule: every page that asks for commitment should answer objections.

How to create FAQs that actually work (step-by-step)

Step 1: Pull questions from real signals

Your best sources are already in your orbit:

• Customer support inbox / chat logs

• Sales team objections (ask them for the top 10)

• On-site questions from last year

• Search Console queries (goldmine for real phrasing)

• Internal site search terms (if you have it)

• Comments on social posts and ads

If you’re short on data, use this shortcut:

• Ask ChatGPT to suggest FAQs from the perspective of a first-time visitor

• Then validate the list with your team (sales/support/event ops)

Step 2: Write answers like a human (and like a landing page)

Great FAQ answers are:

• short first, then detail

• clear and specific (dates, rules, what’s included)

• action-oriented (“You can register here”, “Download the floorplan”, etc.)

A useful pattern:

• Direct answer in one sentence

• Clarifying detail (what it means in practice)

• Next step (link or CTA)

Step 3: Add internal links deliberately

FAQs are sneaky-good internal linking opportunities. Link to:

This helps both navigation and SEO.

Step 4: Keep them fresh (and keep them live post-event)

FAQs are high-value, highly indexed pages/sections. Don’t delete them after the event.

Instead:

That way you protect your organic visibility and keep the site useful year-round.

A practical FAQ starter set (you can steal this)

Homepage FAQs (first-time confidence)

• What is [Event Name] and who is it for?

• What can I expect in a day?

• Is this a trade event or open to the public?

• What are the key themes this year?

• How do I register and what does it cost?

Ticket page FAQs (conversion blockers)

• What’s included in each ticket type?

• Can I get a VAT invoice?

• Can I transfer my ticket to a colleague?

• What’s your refund policy?

• Can I register on the day?

Exhibitor page FAQs (sales accelerators)

• What exhibitor packages are available?

• What’s included in a stand package?

• How do I capture leads onsite?

• What are the key deadlines?

• Can you recommend a stand builder?

Travel/venue FAQs (logistics reducers)

• What’s the best way to get to the venue?

• Is parking available?

• Is the venue accessible?

• Are there recommended hotels?

• What time should I arrive?

Quick checklist before you hit save

• Questions should reflect real user language (not internal jargon)
• Each answer gives a direct first sentence
• Each answer either reassures, clarifies, or guides a next step
• You’ve added internal links to the most relevant pages
• FAQs exist on the pages where people hesitate (tickets, exhibit, visit)
• You’ve noted what’s edition-specific and what’s evergreen

 A handy prompt you can reuse (and give your team)

“Write 10 FAQs for our [page name], aimed at a first-time visitor. Group them under 4 themed headings. Use clear, straightforward British English. Focus on objections, logistics, and what to do next. Keep answers short, then add detail. Include suggested internal links.”

FAQs are no longer optional, they are foundational to how your event website performs. Getting them right can quietly change how your site is discovered, understood and chosen.