40 Must-Ask Questions to Craft High-Converting Website Copy (Before Hiring a Copywriter!)

The secret to website copy that floods your business with eager, cash-in-hand buyers isn’t just great writing—it’s asking the right questions before the first word is written. Whether you’re a business owner, marketer, or copywriter, these 40 crucial questions will shape a promotion that sells relentlessly.

Product & Competitive Edge

1. What are all the product's benefits?
2. What are all the product features?
3. How is the product different and better than the competition?
4. What does the buyer expect when purchasing? Do we deliver?
5. What sales techniques is the competition using?

Audience & Buying Behavior

6. How does the product’s audience differ from the general public?
7. What’s a reasonable price point for buyers?
8. Does your average buyer use credit cards or checking accounts?
9. Is the product for business or personal use?
10. Can you expect repeat purchases from buyers?

Upsells & Marketing Strategy

11. What’s the logical "back end" product to offer after the first sale?
12. Does the product need to be shown in color?
13. What’s the total potential customer base?
14. Who buys your product? (Demographics: age, gender, profession)
15. Is there an overseas market?

Pricing & Offers

16. Should you offer installment payments?
17. Is the product a good gift item?
18. Should the copy be long or short?
19. What tone should the copy use? (Formal, friendly, urgent?)
20. Should you test different prices?

Testing & Optimization

21. Should you test different copy approaches?
22. Is there a seasonal demand? Are you leveraging it?
23. Are customer testimonials available?
24. Do you need photos/illustrations?
25. Which past appeals worked best?

Overcoming Objections & Boosting Trust

26. What objections might customers have? How can you counter them?
27. Should you use a premium (bonus item)?
28. Should you offer a money-back guarantee?
29. Is the product sold in retail? Can you highlight direct-buy discounts?
30. Would a celebrity testimonial help?

Timing & Urgency

31. Can you tie the copy to a trending news event?
32. Can you link it to a holiday/seasonal event?
33. Does the product sell better in specific regions/climates?
34. Should you run a sweepstakes?
35. Can a two-step campaign (lead generation → sales) work?

Closing the Sale

36. How can you convince buyers to act NOW?
37. Can you use scientific evidence in your pitch?
38. Is there enough time to write, design, and launch?
39. Can customers order by phone?
40. Which past sales approaches failed?

Visual Proof & Scalability

41. Can you get compelling "before and after" visuals?
42. If the ad succeeds, is the business prepared for order volume?

Final Takeaway

Great copy doesn’t start with writing—it starts with research. Answer these 40 questions before your next project, and you’ll craft website copy that doesn’t just inform, but converts visitors into buyers.