Questions you should be asking to write better conversion copy

The hardest challenge for writing conversion copy is separating the signal from the noise — in other words, converting messages from assumptions, irrelevant information, and strong but unfounded opinions about the target market.

In this post — 3 sets of questions that would help you solve these 3 common startup challenges:

• Coming up with a value prop that would work across ICPs

• Uncovering hidden objections that are stopping your prospects from converting

• Pre-launch sanity check (obvious, but frequently overlooked)

Questions to get to the value prop that would work for different ICPs

• What does our product help you achieve?

• What's the one feature you wouldn't use our product without?

• If you had to describe what our product does to someone, what would you say?

• What, if anything, differentiates out product from competitors? What about the company?

Questions to uncover hidden objections

On-page surveys:

• Is anything unclear?

• Is any information missing?

Thank-you page survey:

• What, if anything, almost prevented you from signing up?

Sales team conversations:

• Any objections constantly coming up?

• How are they currently addressed?

CS team conversations:

• Any consistent misconceptions about the product?

• Any onboarding issues?

• Any users that churn because the product is not doing what they have expected?

Closed-lost interviews:

• What are the reasons you’ve decided not to move forward?

• What, if anything, was a deal-breaker for your company?

• Is there any information you wish you’ve had access to before the sales call?

Closed-won interviews:

• Is there any information you wish you’ve had access to before the sales call?

• What, if anything, almost prevented you from working with us?

• What, if anything, was the main reason you’ve decided to move forward? Anything you’d like to add?

Question to sanity-check your copy before launching it

• What did I miss?

For example:

• Message-matching across funnel elements

• Switching copy viewpoint from product to prospect

• Optimizing your CTA to remove objections ("Talk to sales" vs "Get something of value")

• Adding proof points to your claims (from testimonials to case studies to feature descriptions that go beyond generic fluff)

• Using visuals that help visitors understand how your product works

I help B2B SaaS startup founders and marketers get more traction with research-driven conversion copy — without slowing down their growth initiatives.

Hire me for:

• Website audit to find & fix conversion blockers

• Day rates to optimize your landing pages, web copy, or email sequences for more clicks and signups