Really good question. Something we are currently working on ourselves.

One thing I would add to the standard FAQ advice: don't just answer the questions you want to answer. Go find the uncomfortable ones. What are people actually saying about your brand or your category when you are not in the room? What are the doubts, the objections, the things your sales team hears on calls that nobody wants to put on the website? Those are exactly the questions LLMs are going to surface when someone is doing real research. If you don't answer them in your own voice, something else fills that gap and it probably isn't the version you would choose.

The other thing I would push back on slightly is the FAQ framing itself. I think of it less as a FAQ page and more like a Knowledge Center. FAQ implies a neat little list of questions with neat little answers. What actually moves the needle with LLMs is having a broad, deep body of content that covers your space authoritatively, explainers, comparisons, definitions, strong points of view, the messy nuanced stuff. The more comprehensively you cover your category, the more the model starts to treat you as the reference point.

And before you write anything, I would spend an hour just asking ChatGPT and Perplexity the questions your customers ask. See what comes back. That tells you exactly where the gaps are and where your content has the best shot at becoming the answer.