Is it better to have questions or statements on a landing page?

Here’s an example of what I mean…

Is it better to have “How can I reduce my operating costs?” or “Reduce your operating costs”?

The answer is:

It depends on your goal, audience, and where they are in the buyer journey. But here’s a breakdown to help you decide:

---

🔹 Use Questions When You Want to:

• Spark curiosity or empathy.
  Example: “Struggling to reduce your operating costs?”
• Start a conversation in the reader’s head.
  Good for top-of-funnel traffic or cold audiences.
• Make it feel personal.
  People often mentally respond to questions, which increases engagement.

💡 Best when: You’re identifying a pain point, drawing someone in, or opening with a challenge.

---

🔹 Use Statements When You Want to:

• Be direct and authoritative.
  Example: “Reduce your operating costs by 25%.”
• Communicate a clear benefit immediately.
  This works well with action-driven or sales-focused pages.
• Make the offer feel certain and solution-oriented.

💡 Best when: You’re talking to warm leads, retargeting, or reinforcing your value prop.

---

✅ Best Practice: Combine Both

Start with a question to pull the reader in, and follow with a bold statement or offer:

“Tired of watching profits vanish in overheads?”
Reduce your operating costs today – without cutting corners.