Question coverage

The 12 questions your page isn't answering.

Michelle Savage · August 3, 2026 · 6 min read
The short answer

Most pages quietly skip the same questions: what it does, who it’s for, what it costs, how it’s different, what’s included, what happens after you buy, how long setup takes, whether it’s safe, what others say, what if it goes wrong, whether you can cancel or return, and how to start. Few pages answer even half in plain, specific terms. An AI content audit is the fastest way to find which ones you miss.

You know your product so well that the gaps are invisible to you. The fact you forgot to state, the objection you never addressed, the “obvious” thing that isn’t obvious to a first-time visitor. These are exactly what a buyer (and the AI assistant they asked) needs, and exactly what you can’t see anymore. Here’s the list of usual suspects.

The 12 questions

  1. What does it actually do? In plain words, not a category label.
  2. Who is it for? Use case, team size, skill level.
  3. What does it cost? A number, or exactly how to get one.
  4. How is it different from the obvious alternative?
  5. What’s included, and what isn’t?
  6. What happens after I buy? Setup, onboarding, next steps.
  7. How long until it works? Time to value, in real units.
  8. Is it safe / reliable? Security, uptime, data handling.
  9. What do other people say? Specific proof, not “loved by thousands.”
  10. What if it goes wrong? Support, guarantees, escalation.
  11. Can I cancel or return? The exit terms, stated plainly.
  12. How do I start? The literal first step.

Not all twelve belong on every page. Each page has a job, and only the relevant questions belong on it. But across your key pages, a buyer needs all of these answered somewhere, in a sentence they (and an agent) can actually find.

Why these get missed

Two reasons. First, the curse of knowledge: you’re too close to state what feels obvious. Second, brand voice: the answer gets dressed up until it stops being an answer. “Enterprise-grade security you can trust” feels like it addresses question 8, but it states no fact a buyer or agent can act on.

Feels answered → actually answered

Feels: “Bank-level security keeps your data safe.”

Actually: “Data is encrypted in transit and at rest (AES-256); we’re SOC 2 Type II certified and never sell your data.”

Find which ones you miss

Reading your own page won’t reveal the gaps, because you’ll mentally fill them in. The reliable method is an AI content audit: have a model read the page the way a real visitor would, generate the questions that visitor would ask, then check which ones the copy answers in a clear sentence. The unanswered ones are your list, specific to your page rather than a generic checklist.

Audit your content in about a minute

Agent Speak reads your page, asks the questions a real visitor would, and shows you exactly which go unanswered, plus the copy to fix them.

Run the free check →

Common questions

How do I find which questions my content misses?

Run the page through an AI content audit: have a model read it as a real visitor, list the questions that visitor would ask, and mark which ones the copy answers in a clear sentence. The unanswered ones are your gaps. The 10-minute audit walks through it.

Do all 12 questions belong on every page?

No. Each page has a job, and only the questions relevant to that job belong on it. A pricing page must answer cost; a returns page must answer how returns work. Answer the questions that fit the page, not a fixed checklist.

What if my answer is “it depends”?

Then state what it depends on, in specifics: “Setup is 15 minutes for one user; multi-team rollouts take 1–2 days with our help.” A conditional answer is still an answer; a vague one isn’t.

Written by Michelle Savage, creator of Agent Speak. Related: How to audit customer-facing content in 10 minutes.