5 Main Questions Your Website Copy Must Answer

Want more conversions from your site? Here are the five questions your website copy must answer.

The truth is that most websites are like billboards in the desert.

Pretty design, but no one’s stopping to look. Soo0oo0oo, no leads or inquiries or sales.

Why?

Because they don’t answer the questions real humans are asking when they land on the page.

Your website isn’t a brochure. It’s not a “hi, I exist” placeholder. It’s your 24/7 sales rep. Its job is to welcome visitors, build trust, and turn strangers into paying clients.

How do you do that?

By making sure your website copy answers these 5 crucial questions:

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1. Who are you?

Picture this: someone stumbles onto your homepage after bingeing on 6 other tabs. Their coffee is turning cold, their inbox is dinging, and they’re two seconds from clicking “X.”

The only reason they’ll stay is if you instantly make it clear that they are in the right place. And that means answering these questions:

• Who you are
• And why they should care

Instead of: “I’m passionate about empowering women to embrace their potential.” Try: “I’m a business coach who helps service-based entrepreneurs hit consistent $10k months without burning out on Instagram.”

2. Who do you help?

If your website copy speaks to everyone, it won’t connect with anyone.

With 7.9 billion people in the world, your goal isn’t to be the solution for all of them (because, let’s face it, you can’t). Your goal IS to carve out your specific group of people for yourself.

Ask yourself:

• Are you an email marketer instead of saying “marketer for hire?”
• Do you help coaches, consultants, or agencies?
• Or maybe your sweet spot is e-commerce owners?

The clearer you are, the easier it is for your ideal client to recognize themselves in your message. And when they feel seen, they lean in.

If you’re stuck here, I made this ridiculously practical Ideal Client Handbook just for you. It’s packed with the exact questionnaires and copywriting scripts I use to uncover what dream clients actually want and how to write words that make them tick.

Get it. Use it. Thank yourself later when your audience starts self-selecting right into your offers.

3. How do you serve them?

Now that they know who you help, the next question is, “Okay, how can you help me exactly?”

Spell out your offers. But don’t just state your title in all this. Tell them how working with you makes a positive difference.

Do this by showing the benefits and transformation.

For example:

• You’re a business coach → you help service-based entrepreneurs create consistent $5k months through one-on-one intensive mentorship.
• You’re a copywriter for coaches → you help coaches write copy that attracts and converts their dream clients.

The “how” matters. So, don’t make people guess.

4. What makes you unique?

There are over 300 million businesses out there, and hundreds of thousands of people doing what you do.

So why should someone choose you?

This is where your unique value proposition shines.

Maybe you teach by breaking things down into practical steps instead of vague theories. Maybe you bring a rare mix of expertise to the table. Or maybe your method is unlike anything else out there.

Whatever it is—own it, say it, and showcase it.

5. Why should they trust you?

Last—but oh-so-important—your people need proof.

They’re not going to hand over their credit card just without being sure you’re who you say you are. They need assurance that you are the real deal.

This is where you load up on:

• Testimonials with actual numbers/results
• Screenshots of wins
• Media features, podcast interviews, or speaking gigs
• Your own success story, if you’re your best case study

Remember: people buy when they feel safe. Social proof makes them feel safe.

What Now?

The best websites weave these five questions into their copy so dream clients immediately feel at home, seen, and ready to take the next step.

Make your website work harder for you with the frickin’ easy Website Copy Template.

Or, if you’d rather hand this over, let’s work together on conversion-led website copy that pulls in your dream clients.