Questions change shape as buyers progress
Awareness prompts ask what something is. Comparison prompts ask which option is better. Decision prompts ask what it costs and what the risks are.
Most teams invest in awareness content while the decision is settled by answers given elsewhere. The prompts that matter most are the ones a model answers directly.
Six decision-stage question types
- Comparison: which option suits what team size or scale.
- Price: what does it cost, how is it billed, what is hidden.
- Limitations: what does it do badly, when is it the wrong choice.
- Implementation: how long to integrate, what skills are needed.
- Compliance: how data is stored, is private deployment supported.
- Exit: can data be exported, what does switching cost.
Publish your unsuitable-for page deliberately
Questions about weaknesses are answered with negative framing often enough that ignoring them is a mistake. An honest capability-boundary page lets a model quote your own words instead of a second-hand summary.
It doubles as a trust signal: vendors who state where their product does not apply are usually believed more readily.
Make each claim quotable on its own
Write every section so it survives being extracted alone: conclusion first, the conditions attached, and a source that can be checked.
Do not put every question on one page
A page covering dozens of questions under-develops each one and gives a model nothing precise to anchor on. Split by decision stage and link the pages into a path, which also makes topic clusters legible.