FAQs and testimonials

Two kinds of content help a page get quoted by search engines and AI assistants: answers to the questions customers ask, and what customers say about you. Willo handles both as content you edit in the Content tab.

New sites have both collections

Every site Willo builds comes with two page-less collections:

• FAQ: one item per question. The question is the title and the answer is the body. Each item can have a category to group questions and an order number to put them in sequence (lower numbers first, then A to Z).
• Testimonials: one item per quote. The item has the customer's name, and optionally their role, company, a rating from 1 to 5, a photo, featured (shown first) and a kind label such as "customer" or "partner". The quote is the body.

Each collection has a section on the site that shows its published items. A section shows nothing until you publish an item, so a new site never displays an empty band.

Testimonials are real quotes from real customers, attributed the way the customer gave them. Willo never writes one for you.

Existing sites: ask Willo

A site built before these collections existed doesn't have them. To add one, ask in chat:

• "Add an FAQ section to the pricing page with these five questions…"
• "Add a testimonials section to the home page. Here are three quotes from customers…"

Willo adds the collection with the same fields new sites have, builds the section, and adds your first items. The collection appears in the Content tab once the site deploys. See Add a new collection.

When three or more of your published posts ask a question and have no FAQ section, the content score card at the top of the Content tab suggests adding one, with an Ask Willo button that starts the request in chat.

What search engines and AI assistants see

The FAQ section adds FAQPage structured data built from the questions and answers it shows, so the markup always matches the visible page.

The testimonials section adds one review per quote, about your business, with its star rating when the item has one. It never adds an overall rating: search engines ignore ratings a business publishes about itself and can penalise the site for them. See Search results and link previews.

An FAQ section inside a post

A post can end with its own short FAQ. Write it in the post's body:

## Frequently asked questions
 
### How long does a visit take?
 
About an hour for a three-bedroom house.
 
### Is the treatment safe for pets?
 
Yes. Keep pets out of treated rooms until the surfaces are dry.

The rules:

• One section heading (##) named Frequently asked questions or FAQ.
• Under it, each question is a ### heading that ends with a question mark (or starts with how, what, why, when, where, which, can, should, is, are, do or does), followed by its answer in text.
• The FAQ section ends at the next ## heading. Up to 50 questions.

When a post follows this shape, the site adds FAQPage structured data from the post's own questions and answers when it builds. A post with two FAQ headings, a question with no answer text, a ### heading under it that isn't a question, or deeper headings inside it gets no FAQ markup. The same shape clears the Question with no FAQ or question headings tip on the post's content score. To have Willo write one, click Fix on that tip or ask: "add a short FAQ to the end of this post".

Related: Collections and items, Content score.