Using Frequently Asked Questions to Book More Clients and Improve Patient Retention

The first time I got a massage it was because my sister-in-law had given me one as a baby shower gift. I knew where I was going, but had absolutely no idea what to expect beyond what I had seen on TV and read out in The Unhoneymooners (which was not the experience I was looking for).

I spent hours Googling what to expect, whether I had to get completely undressed, if I had to talk to my massage therapist (it’s one of my least favorite parts of getting my haircut if I’m honest).

And despite being really good at Google and very interested in getting answers, there were not clear ones to be found. Which meant that I walked into that first appointment more anxious than I would have been otherwise and meant my massage therapist had to explain it to me and leave the room again as I awkwardly followed her instructions (she was wonderful – I just always want to get things right).

At other times, not being able to find answers to my questions (like what a waxing experience involved, whether or not I could bring my 6-month-old to an appointment, or if I should eat before a session) prevented me from booking a service altogether.

Why Having FAQs (and Not Just the Basics) Is Important for Your Practice

And I’m not the only person who has either skipped booking with a practitioner who could have helped me tremendously or went into an appointment nervous and hyped up.

That’s where having very intentional FAQs on your website can help both your patients (or clients) and your practice. Because when your patients – especially those working with you for the first time – have the answers they need, they’re more likely to actually book an appointment and be ready to receive support for their symptoms.

Why FAQs Improve Patient Retention

When patients feel informed and respected from the start, they’re more likely to keep coming back and refer others. Clear FAQs set the tone for that kind of relationship—reducing confusion, setting expectations, and making follow-through feel easy.

The Frequently Asked Questions You Should be Answering on Your Website

General

When someone is considering working with you, it’s because they are struggling with something and want to find a solution.

Your job (and the job of your website) is to answer as many questions as possible to put their mind at ease and make the decision to book their first appointment a simple one.

The more questions you can answer, the more you showcase your understanding of your patients’ needs and why your practice is the right choice for them.

Logistics + Location

These questions are not ones that most people will ask, but can prevent them from booking or will make them anxious before their first visit.

• Where are you located?

• Do you offer virtual sessions?

• Is there parking available?

• What do I need to bring with me?

First Visit

These questions help explain what happens in an appointment and puts your client’s mind at ease because they know what to expect.

• How early should I arrive at my appointment?

• What should I wear to my appointment?

• Do I need to get undressed for this service? If so, how much?

• Will someone be in the room while I change?

• What can I expect during my first visit?

• How long will my first session be?

• Will there be talking involved? Can I request a silent appointment?

• What if I feel emotional during the session — is that normal?

• Can I bring someone with me to my first appointment?

• Is there anything I need to do to prepare for my visit?

Environment

These questions help to put patients at ease and show how you can accommodate their needs. By answering these questions, they are more likely to request the things they need and improve their experience (and your retention).

• Is your space fragrance-free or low-scent?

• Do you offer low-lighting, quiet rooms, or other sensory accommodations?

• Are snacks or water allowed in the office?

• Can I request a quieter appointment time (e.g., fewer people in the waiting room)?

Inclusivity + Accessibility

Let clients want to know if this is a safe space for them. Answer these questions honestly – you don’t want to say that you are inclusive and accessible and then not follow through on that promise.

• Do you work with LGBTQIA+ clients?

• Do you have experience with larger-bodied clients?

• Is your space accessible to people with mobility aids or wheelchairs?

• Can I let you know if I have trauma triggers or need accommodations?

• Are your services supportive and accommodating for neurodivergent or highly sensitive individuals?

Cost + Insurance

These are some of the first answers leads will look for before deciding to book an appointment.

• Do you accept insurance or offer superbills?

• Can I use my HSA/FSA?

• Do you offer payment plans or sliding scale?

• What is your cancellation or no-show policy?

• Do you offer packages or discounts for multiple sessions?

If You Work with Adults

Adults who are deciding to work with you have either been referred to you (by another practitioner, a friend, or a Facebook group) or found you through a Google search when looking for someone in your industry near them.

The job of your website (and your other marketing channels) is to show them why your practice is different and they should work with you over the other practices they have seen to address their symptoms.

Some of these people will know what service and modality they are interested in, especially if it’s one that is being talked about on social media. Others don’t care about modalities and just want the outcome that you can offer.

Modality-Specific

Tailor these questions to the services and modalities you offer (naturopathic, massage, acupuncture, etc.). The questions and answers will be different for each practice, but are an easy way to prepare your patient and give them realistic expectations.

• Will you help me decide which service(s) or modality(ies) would be best for me?

• Does (acupuncture, massage, Botox, chiropractic) hurt?

• Will I (bleed, bruise, be swollen, feel sore) after treatment?

• What do I need to do before our appointment?

• Do you prescribe supplements or medications?

• Can I get treatment while on my period?

• What should I eat before/after a session?

• Will I feel different right away or is it a gradual process?

• How many sessions will I need?

• Is it safe to do this while pregnant or breastfeeding?

• What do I need to do for follow-up or care after our appointment?

• Can I still come if I’m sick or have a cold?

• Can I bring my own supplements/lab work/medical history?

• Will you be using oils, scents, or herbs? Can I request scent-free?

Misconceptions

These are the questions people may think but not ask. They give you a chance to build trust and ease anxiety.

• Do I need to believe in (energy work, breathwork, homeopathy, etc.) for it to help?

• Is it okay if I fall asleep during the session?

• I’ve never done this before — will you guide me through it?

• What if I don’t know what I need help with?

• Can I ask questions during the session?

Boundaries + Consent

This is where you earn real trust. Be clear, direct, and trauma-aware so clients know they are safe with you.

• Can I request a practitioner of a specific gender identity?

• What happens if I’m late or need to cancel?

• What if I feel uncomfortable during the session?

These questions may feel obvious to you—but they aren’t to your future clients. Including them on your website builds trust and makes it easier for someone to take the next step and actually book.

If You Work with Children

Parents and caregivers who are trusting you with their children (especially those with neurodivergent children and children with disabilities or complex needs) have most likely tried multiple practitioners and modalities before coming to you. Or they’ve tried working with their child’s pediatrician and either aren’t getting the support and answers they’re looking for or haven’t been able to support their child completely with modern medicine and tests.

If they have worked with someone before, they may have had a bad experience - which is why they’re looking for someone new.

The questions you’re answering are for the parents of your patients (just like your marketing) and not for the patient themselves because they will be the decision maker. (This may be different if you work with teens who are doing their own advocacy.)

Preparation

Answer the questions that families want to know ahead of time to make their first visit smoother for them and for you.

• Can I stay in the room with my child during sessions?

• Can siblings come along to the appointment?

• Do I need to stay in the waiting room or can they leave during the appointment?

• How long is a typical session for kids?

• What should my child wear or bring?

• Will we have time to talk privately before or after the session?

• Do I need to bring any paperwork, referrals, or medical history?

• My child doesn’t sit still — is that a problem?

• What if my child doesn’t want to talk or participate?

• Is it okay if they bring a toy or device?

• We’ve tried other practitioners with limited success — how is your approach different?

• My child has medical trauma or anxiety — can you help them feel safe?

• Do you offer appointments outside of regular school hours so my child doesn’t miss class time?

Neurodivergent & Sensory-Awareness

These questions show that you understand their child’s needs and give you the chance to let them know if you are the right practitioner for them (especially if they’ve had a bad experience before).

• Do you have experience working with autistic, ADHD, or sensory-sensitive children?

• Can we schedule a pre-visit to see the space ahead of time?

• Do you offer any resources to prepare my child for their visit?

• Can my child wear headphones or bring a comfort item?

• How do you handle overstimulation, meltdowns, or shutdowns during a session?

• What accommodations do you offer for non-speaking or minimally verbal kids?

• Are your staff trained in trauma-informed or neurodiversity-affirming care?

Modality-Specific

Tailor these questions to the services and modalities you offer (occupational therapy, speech, naturopathy, etc.). The questions and answers will be different for each practice, but are an easy way to prepare your patient and give them realistic expectations.

• What are your goals when working with children?

• Will you give us activities to work on at home?

• How do you communicate progress to parents?

• How do you keep children engaged during sessions?

• What happens if my child refuses or isn’t ready to participate?

Communication + Support

These questions will help parents to understand how they can be involved with you outside of sessions. They are also a way to highlight how you’ve created a practice that understands the needs of both parents and children.

• Will you check in with me before or after each session?

• Can we communicate via email or text?

• Do you offer parent coaching or consultations?

• How do you partner with schools or other providers?

How to Choose Which FAQs to Include

You don’t need to answer every possible question someone could ever ask (that’s what consultations are for.) But if you’re wondering which FAQs will actually help book more clients and reduce back-and-forth, here’s what to focus on:

• Start with the questions you get all the time. What do you find yourself repeating in emails, on intake calls, or when someone shows up confused at your office?

• Think about what stops people from booking.  What are the hesitations that keep folks stuck in the “thinking about it” stage? Answer those preemptively so your website helps move them forward.

• Look for friction points in your process.  Do people show up unprepared? Ask about things already in your forms? Cancel last-minute because they didn’t realize how long the session would be? FAQs can smooth those bumps.

• Fill in the gaps your competitors aren’t addressing.  If you’ve ever Googled your service and felt more confused than confident (hi, I see you), then your clients have too. Your FAQ section is a great way to stand out by being the clear, compassionate provider who actually answers what people are trying to find.

Remember, the goal isn’t to list everything someone could ask. It’s to answer the things they’re most likely wondering—but may feel awkward asking.

Tip: ChatGPT is a great tool for finding examples. You can start by asking for general FAQs about your industry/modality and then ask for more specific questions that people might not normally include but that can help your potential patients feel more comfortable. Just be sure to tailor both the questions and answers to your practice.

Don’t Do This in Your FAQs

It’s not enough to have a list of FAQs—how you write and structure them makes a big difference. Here are a few mistakes to avoid so your FAQ section works for your practice instead of against it:

❌ Burying the good stuff in long paragraphs
✅ Use short, clear answers. Break up the text and get to the point. Bonus if you include bullet points or bold key takeaways for skimming.

❌ Answering every question with “it depends”
✅ Offer real guidance—even if it’s flexible. Try “Most patients need 3–6 sessions to see results, but we’ll customize your plan based on your goals.”

❌ Using jargon your clients don’t understand
✅ Write like you’re talking to a real person (not a peer-reviewed journal). Skip the acronyms and explain what people can actually expect.

❌ Saying you’re inclusive… without backing it up
✅ If you say you welcome LGBTQIA+ clients, larger bodies, or neurodivergent folks, your FAQ answers should show how you actually accommodate those needs.

❌ Stuffing everything on one page with no organization
✅ Break FAQs into categories, use accordion formatting, and keep each section focused so it’s easy to navigate—especially on mobile.

When in doubt, ask yourself:  Would this make a potential client feel more confident and cared for? If not, it’s time for a rewrite.

Where to Put FAQs on Your Website

I recommend putting FAQs in a few places on your website.

FAQs on your Services Page(s)

You should include a section on any services page that has questions and answers specific to that service.

For example, if you have a page for Prenatal Chiropractic Adjustments, you should include questions like:

• Is chiropractic safe during pregnancy?

• How is a prenatal adjustment different from typical adjustments?

• Are you trained in working with pregnant people?

If you have a more general Services page that lists multiple services (and doesn’t link to more detailed pages), you can answer questions about your services generally. You can also consider having FAQs for each type of service with a headline for each so it’s easy for leads to find answers relevant to them.

Tip: If you have more than 8 FAQs on a Service-specific page, put them into 2 balanced columns.

FAQs on a Standalone Page

In addition to answering service-specific questions where people are learning about that service, you should also have a standalone Frequently Asked Questions page that covers all of the questions someone might have before working with you or before their first appointment.

The best way to do this is to have a headline section for the page along with a call-to-action button and then a section for each category of question. And always end with a CTA to book an appointment.

Tip: Keywords like “Chiropractic FAQs” do actually have some search volume, so your headline is a great way to include keywords and make the purpose of your page clear.

FAQs on Your Contact or Booking Page

Because Contact and Booking pages tend to have less content, adding FAQs to them can be a great way to put more keywords on that page (and answer questions right before someone fills out a form or books an appointment).

You don’t need to answer every question here (actually, don’t answer them all), but you can include questions like:

• How far in advance are you usually booked?

• Do you offer virtual consultations or sessions?

• How quickly do you respond to messages?

• Do you work with children/teens/adults?

• Are you currently accepting new clients? (This one can be extra helpful on a Contact page and can be easily changed based on your availability.)

• Do you require a referral or diagnosis to book?

• Do you accept insurance or offer superbills?

• Can I use my HSA/FSA?

• Where can I find your pricing or service information?

Bonus: FAQs in Your Confirmation Email

Once someone books a consultation or appointment, you should always send a confirmation email (and reminders - but that’s another post). These emails are the perfect place to include more FAQs about what to expect at their first appointment.

Great questions to include in confirmation and reminder emails are:

• How can I find your office?

• Is there parking available?

• What do I need to bring with me?

• How early should I arrive at my appointment?

• What should I wear to my appointment?

• What can I expect during my first visit?

• How long will my first session be?

• Can I bring someone with me to my first appointment?

• Is there anything I need to do to prepare for my visit?

• What should I do if I need to reschedule?

Remember to tailor these questions to your service and the questions you find yourself answering most often when talking with patients.

How to Design Your FAQ Section

The best way to design an FAQ section on your website (either as a standalone FAQ page or included on a specific service page) is with an accordion. This allows you to answer lots of questions without taking up too much space on the page. It also makes it easy for potential clients to skim through the questions and open the ones they are interested in while ignoring others that aren’t applicable.

Accordion-style FAQ sections are also much more mobile-friendly—because no one wants to scroll past 27 questions on their phone just to find the one they care about.

If you’re using Squarespace, learn how to use an accordion block to add FAQs to your website and some designs that work well.  

Ready to add (or fix) your FAQ section?

If reading this has you realizing your website either doesn’t have FAQs or they’re buried somewhere in a wall of text from 2016, I’ve got you.

Let’s book a 90-minute Refresh Session and get it done—strategically.

We’ll focus on adding (or improving) a FAQ section that answers the actual questions your potential clients are asking, calms their nerves, and helps them feel confident booking their first appointment. I’ll handle the tech and formatting so it looks clean, works on mobile, and fits your brand.

Whether you’re on Squarespace, Wix, WordPress, Showit, or Kajabi, we can knock it out in one focused session.

It’s the kind of small update that makes a big impact on both conversions and client experience.

Book your Refresh Session and let’s make your website feel as welcoming and supportive as your practice already is.