If You're Not Answering These Questions, Patients Are Asking Dr Google

How to Write FAQs That Build Trust, Boost Bookings, and Show You Understand What They’re Really Wondering

Welcome back to this week's edition of the Advanced Patient Engagement series. You can never underestimate the immense value of sharing Frequently Asked Questions on your website, social media posts, and your newsletter.

It's one of the biggest favours and most important services you can do for your patients (and audience in general).

The Real Reason Patients Are Still Googling — And How to Write FAQs That Fix It

Somewhere between finishing her coffee and clicking “Book Now,” your future patient opens a new browser tab…

And types: “Is kombucha good for bloating?” “Do I need a referral for a dietitian?”

“Will my medical aid/insurance cover this treatment?” “Will a physio judge me if it’s been years since I exercised?”

She’s not searching because she loves second opinions. She’s searching because your website didn’t answer her real questions.

And if you don’t, Dr Google will.

That’s what this week’s edition is about. Because when your FAQ section speaks to your patient’s real, emotional concerns (not just the procedural ones)… trust follows. So do the bookings.

You see, writing FAQs that do more than inform. They reassure. They convert. And they prove that you get it.

Patients Ask More Questions Than You Think — But Not Always Out Loud

One of my health coach clients once told me a story I can’t forget.

A woman phoned her, clearly overwhelmed. She wants to solve the issue holistically, but doesn’t know where to start. She’s also afraid that her doctor wouldn’t listen to her and give her medications she doesn’t want to take. 

So she’d binge-watched five YouTube videos, read three gut health blogs, scrolled two Reddit threads, and—yes—even asked ChatGPT if kombucha could fix her stomach problems instead.

Why?

Because there was no clear answer on her doctor’s website! And that’s where we lose patients, not in the consult room, but in the click before it.

You know that not all patients need a consultation, but if you can provide trusted answers in these situations, too, they’ll certainly book an appointment with you when they need to!

Your FAQ Page Is More Than a Menu Item. It’s Your Digital Bedside Manner

Think of it like this: Your website's FAQ section is what your receptionist would say if she had a magic headset and could answer every single pre-booking doubt. 🤭

Done right, it:

• Calms anxiety
• Cuts through confusion
• Builds confidence in your care

BUT, when done wrong (or worse, forgotten entirely), it silently leaks trust. And bookings!

Start With What They ACTUALLY Want to Know

Let’s be honest: Most FAQ sections were written by someone thinking like a health professional… not a patient.

If your answers start with phrases like “It is recommended that…” or “According to NICE guidelines…” We’ve already lost them.

What are they really wondering?

• “Is it embarrassing to ask about this?”
• “Will I feel judged?”
• “What if I’ve waited too long?”
• “What does this actually cost me—in time, pain, or discomfort?”

Try this instead:

• Ask your front desk staff what questions come up every day
• Scroll through your inbox and DMs
• Check your Google reviews—especially the long ones
• Use a feedback form that includes: “What did you wish you knew before coming in?”
• Check out the comment sections of other medical professionals’ posts.

That’s your real FAQ goldmine.

Write for the 10 pm Patient in Their Pyjamas

Yup, you read that right 😆! But seriously…

They’re browsing on a phone. They’re anxious. They want quick, clear, comforting information.

So make your page skimmable and soothing and...

✅ Format it like this:

• Bold the question
• Keep answers under 3 short paragraphs
• Use headings or categories if you offer multiple services
• Add bullet points for options or steps
• Link to a deeper resource (like a blog or booking page) if needed

And most importantly… Answer with kindness.

Be Empathetic… ALWAYS

Medical accuracy matters. But when a patient is unsure, your tone matters more.

Let me rewrite this common answer as an example:

❌ “Mild discomfort may be experienced during the procedure and is typically managed with over-the-counter analgesics.”

✅ “You may feel a little cramping—think mild period pain—but most patients find it manageable. We’ll guide you through every step and check in often.”

It still tells the truth. But now it feels like care, not a warning label.

Use FAQs to Nurture, Not Just Inform

This is where most health professionals miss the mark.

Remember, every question is a small window of hesitation. And your answer can either close that window or gently pull them through it.

Here are two more comparisons for you:

Q: Do I need a referral?

❌ “It depends.”

✅ “No referral needed. Just book online and we’ll take care of the admin.”

Q: I’m nervous about starting therapy.

❌ “We offer various therapeutic modalities.”

✅ “Totally normal. We’ll go at your pace, no pressure or judgement.”

Every answer is a subtle message:

• “You’re in the right place.”
• “You’re not alone.”
• “You’re not behind.”
• “You’re safe here.”

Keep It Alive, Not Static

Your FAQ shouldn’t be set in (a digital) stone. It should evolve as your patients and your services do.

Add a 15-minute FAQ check-in to your quarterly to-do list:

• Add new questions that came up
• Reword anything patients still seem confused by
• Link to your latest blog, explainer video, or downloadable guide

And while you’re at it… repurpose:

• Turn one FAQ into a full Instagram carousel
• Create a Reel that answers a real DM
• Add “Reader Q&A” sections to your patient newsletters
• Print a one-page version for your waiting room

Don’t look at it as double the work, because it’s double the value.

Bonus: What If You’re a GP or Treat a Wide Range of Conditions?

You might be thinking, “I can’t possibly cover every question.”

You don’t have to.

Start small. Choose a few common categories—like appointment process, test prep, or payment options—and address just 5–7 questions.

Then…

• Add a suggestion box in your waiting room
• Ask for questions in your next newsletter
• Try an “Ask Me Anything” session on Instagram or LinkedIn Live
• Watch what top clinics in other countries include in theirs

It’s not about having 100 questions. It’s about having the right five.

Your FAQ Section Is a Trust Bridge

And here’s the beautiful part:

You don’t have to be an esteemed copywriter. You just have to care.

Start with one question you’ve heard more than once. Then write the answer like you’d say it to a good friend who’s feeling unsure.

Because that’s exactly what your patient needs.

Want Help Writing Your FAQs?

I know these tasks can be time-consuming and a little overwhelming, especially the research.

But this is what I do for health professionals like you.

• I write FAQs that don’t sound like brochures
• I translate real questions into real trust
• I help you say what patients are really hoping to hear

If you want a second pair of eyes on your current FAQ section or you need help creating one from scratch, let’s talk.

📩 Just reply or message me.

Message me the word TRUST for my free ebook: “10 Trust Leaks in Health Copy (and How to Fix Them Fast)”, for the most common (and critical) pitfalls in health writing. It's a practical guide that breaks down the subtle ways copy causes hesitation… and how to rewrite it for clarity, care, and connection.

===============

Thank you so much for reading through all the way. I appreciate you! See you next week!

Much love 🩵,

#medicalcopywriting #patientcommunication #FAQstrategy #healthcaremarketing #copywritingtips