Should You Ask Questions in Your Copy?

Questions are powerful. They grab attention, spark curiosity, and invite the reader into a conversation. But when it comes to copywriting, questions aren’t as straightforward as they seem. A well-placed question can prompt your audience to stop scrolling and engage with your content. But what happens if their answer to your question isn’t what you hoped for? There’s an art (and a bit of science) to getting them just right. I’ll show you when questions work, when they don’t, and how to use them in your website copy to welcome readers instead of leaving them second-guessing.

When Questions Work And When They Don’t

There’s no denying that questions can be incredibly effective in copy. But they also come with an unspoken weight—if you don’t handle them carefully, they can tip your reader off course.

Take email subject lines, for example. A few years ago, I was writing emails to promote a webinar for a tech company, and I suggested using a question for the subject line. Questions can boost open rates, right? They intrigue people enough to click. But the product manager in charge of the webinar stopped me in my tracks with a reality check. “Only use a question,” she said, “if we’re absolutely sure the reader will answer yes.” Because if their answer is no or even just maybe, you’re just giving them a reason to disengage.

That “yes” rule for subject lines applies to pretty much any question you throw into your copy.

When asking a question, you’re walking a tightrope, balancing the need to grab attention with the risk of alienating your audience. Does your question align with how your reader sees themselves? Does it lead them closer to the action you want them to take? If not, it might land wrong.  

When you ask “Struggling with low email open rates?” in a subject line, you’re banking on your reader mentally nodding along. If they are struggling, boom—you’ve got their attention. They’re curious about your solution. But if they’re not having that problem or don’t see it as urgent, they’ll scroll right past. You’ve essentially created a filter that sorts people into “this is relevant to me” and “nope, not my problem.”

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This isn’t necessarily bad, by the way. Sometimes you want that filter. Sometimes you want to speak directly to people who are dealing with a specific pain point. But you need to be intentional about it. The key is knowing your audience well enough to predict their likely response.

I’ve seen this play out beautifully in copy that asks questions like “What if I told you there’s a simpler way to manage your social media?” It works because most people managing social media feel overwhelmed by it. The implied answer is “I’d want to know more,” which leads them right into your content.

Make sure your questions are designed to inspire action, rather than hesitation.

The “Are You Ready?” Trap

You’ve probably seen this one before. Promotional emails and landing pages love the question “Are you ready to…?” Just fill in the blank with some life-altering promise. I swear, it’s everywhere. And the more I see it, the more I realize how problematic it can be.

• Are you ready to 10x your leads?
• Are you ready to grow your email list while sleeping?
• Are you ready to change everything?

I swear, it’s everywhere this summer. And the more I see it, the more I realize how problematic it can be.

Because most of us are never totally ready.

Here’s the thing about readiness—most of us never feel ready for big changes. Are you ready to completely overhaul your marketing strategy? Probably not. Are you ready to launch that course you’ve been thinking about? Maybe someday, but not today. Are you ready to invest thousands in a new business coach? Let me check my bank account and get back to you.

When you ask someone if they’re ready, you’re putting them in a position where they might feel like they need to say no. And once they’ve mentally said no to your question, it’s much harder to get them to say yes to your offer later in the copy.

These questions make people nervous rather than confident. The answer many readers have is “That sounds too good to be true,” or even worse, second-guessing, “Am I ready?”

You’re unintentionally shutting people out before they even give themselves a chance to want what you’re offering.

Readiness is overrated—desire and necessity are much better motivators.

The problem with “Are you ready?” is that it focuses on the reader’s current state rather than their desired future state. It’s asking them to evaluate whether they feel prepared, rather than whether they want the outcome you’re promising.

When Questions Work Wonders

Now, before you swear off questions entirely, let me tell you when they work.

Right now, my three-year-old daughter is deep in what I like to call the “why stage.” Every statement I make is followed by another “Why?” Sometimes, I’ll even get six or seven whys in a row.

“We’re having pasta for dinner.”
“Why?”
“Because it’s easy to make.”
“Why?”
“Because I want to cook something that’s quick.”
“Why?“
**cue my will breaking for the day and ordering pizza instead**

This is where questions work. They invite exploration, spark thoughts, and encourage us to dig deeper.

Okay, Sarah, but how does your three-year-old doing normal three-year-old things apply to my business?

Questions invite your audience into the conversation.

Questions work brilliantly when they help people identify with a problem or desire they didn’t even know they had. “Have you ever sent an email and immediately wished you could take it back?” Everyone has been there. That question instantly creates connection and credibility.

They’re also powerful for creating curiosity gaps. “What’s the one thing successful entrepreneurs do differently?” makes people want to keep reading to find out. It promises valuable information and positions you as someone who has insights worth their time.

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The best questions in copy are the ones that tap into emotions, create vivid mental images, or help readers envision a better future.

Some of my favorite question-based copy focuses on pain points without being overly dramatic. “Tired of spending Sunday nights dreading Monday morning?” hits different than “Do you hate your job?” The first one acknowledges a feeling most people have experienced, while the second asks them to make a big, potentially uncomfortable admission.

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Questions can also work well when they’re specific and relatable. Instead of “Want to make more money?” try “What would an extra $500 a month mean for your family’s grocery budget?” The second version helps readers visualize exactly how your solution could impact their daily life.

Research backs this up, too. Questions activate something called the “curiosity gap” in our brains—the space between what we know and what we want to know. When that gap exists, we feel compelled to seek out the answer. But the gap has to be the right size. Too small, and people don’t care enough to engage. Too big, and they feel overwhelmed or skeptical.

When to Skip the Questions

Sometimes the best question is no question at all. There are times when statements work better than questions, and knowing when to choose one approach over the other can make or break your copy.

Of course, sometimes the best choice is to avoid questions altogether. Not every message benefits from a question, and forcing one just to sound engaging can actually backfire. Here are a few moments when it’s better to skip:

1. When the question confuses your reader. Ambiguous or overly complex questions can make people question the value of your offer..
2. When it leads to a “no.” Anything that puts doubt in your reader’s mind like, “Do you have the time to…” or “Are you ready to commit?”
3. When a bold statement would be more effective. “Most businesses are leaving money on the table with their email marketing” is more compelling than “Is your email marketing as effective as it could be?” It creates intrigue and positions you as someone who has insights others don’t.
4. When they’re too obvious. For B2B, that might be “Want to increase your revenue?” Well, duh. Of course businesses want to increase revenue. It’s like asking someone if they want to be happy—the answer is so obvious that the question doesn’t add any value.

Knowing your audience is essential here. What’s their mindset? What are they hoping to find? By answering these questions yourself, you can determine if a question—or lack thereof—is your best move.

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The Art of Asking the Right Questions

At the end of the day, questions in copywriting are tools. And like any tool, their effectiveness depends on how skillfully you use them.

The best questions in copy feel like natural conversation starters. They’re the kind of things you might actually ask a friend over coffee. They acknowledge real experiences, tap into genuine emotions, and make people feel seen and understood.

When you’re considering using a question in your copy, ask yourself: What response am I hoping for? If the answer could reasonably be “no,” “I don’t know,” or “maybe later,” you might want to rethink your approach. But if the question helps your ideal reader identify with a problem or desire, and moves them closer to wanting your solution, then you’re on the right track.

The key is understanding your audience. Whether you’re writing an email subject line, a landing page header, or a social post, think about how your question will land. Will it make your reader feel seen and understood? Great—use it. If not, consider rephrasing or going in a different direction.

Try experimenting with questions in your own copy. Think of them as a way to invite your audience into a conversation, not as a test. And when in doubt, remember my 3-year-old: sometimes, the simple “why” ends up being the most effective.