There is one page on almost every website that rarely receives the same attention as the rest: the FAQ (Frequently Asked Questions) page. Often left until the end of the project, filled with generic questions and then forgotten in the footer, for years it was treated as a secondary element of a company's digital presence.
However, the way we look for information has changed radically, and today this page has taken on significant importance. Where search engines rely on users typing in keywords, today we ask artificial intelligence assistants such as ChatGPT, Claude or Gemini increasingly detailed and specific questions. These systems look for exactly what a good FAQ page can offer: clear, relevant and well-structured answers to specific questions.
Despite their potential, FAQs are still often treated as a minor add-on when building a website. They tend to be left until the final stage of the project, are written from the company's perspective rather than reflecting customers' real questions, and are rarely updated over time. The result is a page with enormous strategic potential to strengthen brand positioning and visibility, but one that is often underused. It is therefore important to understand that a well-built FAQ page does more than organise information: it helps improve the user experience, clear up doubts, support decision-making and, increasingly, make the company's information accessible to artificial intelligence systems.
The big opportunity lies precisely in matching the questions users ask AI with the answers companies provide on their websites. When someone asks ChatGPT "Which companies develop sustainable construction projects in Portugal?" or "Which hotels near Lisbon offer wellness programmes?", AI systems look for relevant information to build an answer. An FAQ page that clearly explains who the company is, what it does, what services it offers, who they are for and how it works can help ensure that this information is found, interpreted and potentially used in those answers. It is in this context that the concept of GEO (Generative Engine Optimization) becomes relevant: an approach that seeks to optimise brand visibility in AI-generated answers.
To make the most of this potential, we recommend creating a comprehensive set of around 30 questions and answers, tailored to each organisation and covering its main topics: identity, services, areas of activity, target audiences, work processes, location, contact details, pricing and other frequently asked questions. More important than quantity is the quality of the information, which should be presented in natural, clear and direct language, avoiding overly sales-driven messaging and favouring concrete answers to potential customers' real questions. Well-organised content, combined with proper technical implementation and regular updates, makes it easier for search engines and AI platforms to access and interpret this information.
In the age of artificial intelligence, it is no longer enough for a brand to appear in search results: it is also important to create the conditions for it to be considered a relevant source in AI-generated answers. Although an FAQ page does not guarantee that a company will be mentioned or recommended by these tools, it can increase its chances of being discovered and strengthen its digital presence. At Softway, we believe that preparing a website for this new reality means bringing together content strategy, SEO, user experience and technology from the very start of the project. Because if your potential customers are already putting their questions to artificial intelligence, your website needs to have the answers.