Questions with no clear page
Things customers ask that aren't written down anywhere on your site — an informal policy, a common clarification you usually explain by email, an exception you make more often than you'd think — are the first candidates for a manual FAQ entry. These are the cases where the crawler has nothing to find, no matter how good it is, because the answer simply doesn't exist on a page yet.
A useful exercise: think about the last five questions you personally answered by email or WhatsApp this month. If they weren't clearly answered on your site, they belong on this list.
Questions that come up in support, not on your site
Check your email or WhatsApp history for the questions that repeat. If five customers asked the same thing last month, that's worth adding explicitly rather than hoping the crawl covers it well — because if it's not written anywhere, the crawl genuinely can't cover it, no matter how sophisticated the underlying AI is.
This kind of audit is worth doing once at setup and then revisiting every couple of months, since the questions that repeat tend to shift as your business changes — new products bring new questions, seasonal changes bring seasonal ones.
Anything you'd rather the bot phrase carefully
Sensitive topics — refund exceptions, delays, legal disclaimers, anything where the exact wording matters — are worth writing precisely rather than trusting a general crawl to phrase them the way you want. This is less about the AI getting the substance wrong and more about control: for anything where phrasing carries legal or reputational weight, write it yourself.
What not to bother writing manually
Anything already clearly covered on an existing page doesn't need a duplicate manual entry — that's redundant effort, and it risks the manual entry and the source page drifting out of sync over time if you update one and forget the other. Trust the crawl for content that's already published and accurate; reserve manual entries for genuine gaps.
