How to Read Minds and Answer Questions in Your Website Copy
When someone lands on your website, they don’t really want to be dazzled with fancy phrasing or distracted by clever taglines (not that it’s ever stopped me). They’re really just trying to answer a few simple but critical questions in their head. These are called Buyer Decision Questions, or BDQs for short.
And here’s the thing: if your site doesn’t address them, they bounce out of your site and find one that addresses and answers their questions. Translation: You’ve just lost a sale.
What Are BDQs?
BDQs are the questions that tip a prospect from I’m just looking into I’m ready to buy. They’re the mental checkpoints people use before deciding to contact you, book a meeting, or hit that all-important buy now button.
Some examples of universal BDQs include:
Do I trust this person or business?
Will this actually solve my problem?
Is it worth the investment?
Why should I choose them instead of a competitor?
If your website isn’t clearly answering these questions, chances are it’s underperforming and lowering your chances of landing a new sales opportunity.
I was explaining these questions to a friend last month at a coffee meeting. She asked me for examples. Here’s what BDQs might look like for specific industries:
→ Financial Advisor
Will you protect my money like it’s your own?
Can you help me retire without worrying about running out of cash?
Do you understand my unique goals, and not just the numbers on a spreadsheet?
→ Mortgage Broker
Will you find me the best rate without hidden fees?
Can you make this process less stressful and more manageable?
Why should I work with you instead of going directly to a big bank?
→ Insurance Startup
Will you be there when something actually goes wrong?
Is your platform safe and secure?
How are you different from the established names in insurance?
When it comes to copywriting, it helps to read the minds of your prospects and make sure the answers are on the right pages.
Why This Matters For Your Website
Your website is often your first (and sometimes only) chance to build trust. If your copy doesn’t answer these Buyer Decision Questions, you’re leaving business on the table.
That’s where I come in. I help business owners, especially those frustrated with underperforming websites, create or rewrite their site copy so it addresses the BDQs that matter most to their audience. This way, your prospects feel seen and motivated to reach out. That’s when the magic happens.
Ready to Turn Browsers into Buyers?
If your website isn’t bringing in the calls, leads, or clients you expected, it’s probably not answering your buyers’ most important questions. Let’s fix that.
Get in touch today and let’s make your website work even harder for your business.