12 Questions to Ask Sales Before Writing Website Copy

Sales leaders understand objections, proof points, and persuasive messaging deeply. Ask which customer concerns derail conversations. Identify proof points addressing hesitation. Request successful language they use. Clarify how prospects differentiate competitors. Discuss deal-breakers and must-haves. Understand sales cycles and buyer personas. Sales input creates compelling narratives.

If you’re looking to improve website copy, talking to the Sales Head can give you insights into how customers think, what objections they have, and what messaging drives conversions.

How to write website copy that sells like a sales person?

Here are some sharp, strategic questions to ask:

Understanding the Customer & Sales Process

1. Who is our ideal customer, and what are their biggest pain points?
   (This helps shape copy that speaks directly to their needs.)
2. What are the top 3 objections prospects have before buying?
   (Your website should preemptively address these.)
3. What specific phrases do customers use when describing their problems?
   (Your copy should reflect their language, not just internal jargon.)
4. At what stage of the buyer journey do people visit the website?
   (Are they just learning about us or ready to convert? Tailor the messaging accordingly.)

Positioning & Messaging

5. What do we say on sales calls that consistently wins deals?
   (That’s the gold—your website should mirror this.)
6. What are the biggest differentiators that make customers choose us over competitors?
   (Your copy should hammer this home.)
7. Is there a specific offer, feature, or value prop that gets the most excitement from leads?
   (Highlight this prominently on the site.)

Content & CTAs

8. What common questions do leads ask before booking a call or buying?
   (Your website should answer these upfront.)
9. Are there any key metrics, case studies, or success stories that really resonate with prospects?
   (Numbers & proof sell better than generic claims.)
10. What’s the #1 thing that convinces people to take action (book a demo, sign up, buy)?
    (Make this a focal point in CTAs.)

Closing the Loop

11. What part of the current website confuses or turns off potential customers?
    (If salespeople keep hearing “I didn’t understand X from your site,” that’s a red flag.)
12. What kind of leads does the website generate today? Are they the right fit?
    (If not, the messaging might be attracting the wrong crowd.)

Once you get these answers, you’ll have a clearer direction on what to tweak—whether it’s the headline, proof points, tone, CTAs, or overall narrative.

‍