The short answer
Start from real customer language: sales calls, support emails, reviews and Search Console queries. Write 20 to 30 questions a buyer would ask an AI assistant before choosing a provider. Cover discovery, comparison, alternative and problem questions, plus local variants if they apply. Remove prompts that name your brand. Keep the wording fixed so results compare week to week.
- A buyer prompt is a question a potential customer asks an AI assistant before choosing.
- The best prompts come from customer words, not your marketing language.
- Leave your brand out; you want to know if AI suggests you unprompted.
- Lock the wording once chosen, or week-to-week comparisons break.
What makes a good buyer prompt?
A buyer prompt is a question a potential customer asks an AI assistant, such as ChatGPT, Gemini or Perplexity. They ask it while choosing a product or provider.
A good one sounds like a real person, implies a choice, and leaves your brand out. It is specific enough that the answer names providers.
For example, a weak prompt is "accounting software". A stronger one is "What accounting software works for a five-person design studio?"
Prompts also differ by stage. Early questions explore a problem. Later questions compare named options. Track both, but favor the later ones.
The main types of buyer prompts
Cover several types so you see the whole buying journey. The examples are illustrative.
Local prompts only matter if you serve a specific area. Comparison and alternatives prompts matter most once buyers know your competitors.
| Type | What the buyer wants | Example prompt |
|---|---|---|
| Discovery | A shortlist of options | What are the best scheduling tools for small physio clinics? |
| Comparison | A choice between two names | Is Competitor A or Competitor B better for a growing team? |
| Alternatives | A replacement for a known option | What are good alternatives to Competitor A? |
| Problem | A fix, which may lead to a product | How do I stop no-shows at my clinic? |
| Criteria | Options with a must-have feature | Which payroll tools handle both contractors and employees? |
| Local | A nearby provider | Who is a reliable emergency plumber in Leeds? |
How to choose buyer prompts in seven steps
Budget a couple of hours. The quality of this list decides the quality of everything you measure later.
- 1
Gather customer language
Pull phrases from sales calls, support emails, reviews and onboarding forms. Note exactly how customers describe the problem.
- 2
Check Search Console
Look at queries that lead to your site, especially questions and "best" or "vs" searches.
- 3
Draft around 40 candidates
Write prompts across every type in the table. Phrase them as full questions.
- 4
Remove branded and vague prompts
Cut anything naming your brand. Cut prompts so broad that any answer would be generic.
- 5
Test each prompt once
Ask each one on an AI platform. Keep prompts whose answers name providers or products. Drop those that only return general advice.
- 6
Pick a balanced final set
Choose 20 to 25 prompts. Weight them toward the questions closest to a buying decision.
- 7
Lock the wording
Save the exact text. Review the list each quarter, and log any change you make.
How to check your prompt list is working
A healthy list produces answers that name real providers. Your known competitors should appear in a good share of them.
You should see a mix of answers. Some mention you and some do not. If every answer includes you, the prompts may be too easy or too branded.
Ask your sales team to read the list. They should recognize the questions from real conversations.
WebValet Pro tracks 25 buyer prompts weekly on ChatGPT, Gemini and Perplexity, against three competitors. Tracking is rolling out during early access.
Common buyer prompt mistakes
These make tracking look busy while telling you little.
- Including your brand name, which guarantees a mention.
- Only tracking informational questions that never lead to a choice.
- Using your internal jargon instead of buyer words.
- Tracking near-duplicates that all return the same answer.
- Rewording prompts every week, which breaks the trend line.
- Copying generic prompt lists from the internet instead of using your own customers' words.
Questions people ask
How many buyer prompts should I track?
Twenty to 25 is a practical size for most businesses. It covers the main buying questions without becoming noise. Large or multi-product brands may need more.
Should I ever include my brand in a prompt?
Track branded prompts separately if you want to check how AI describes you. Keep them out of share-of-voice numbers, because they inflate your results.
Should I use the same prompts on every platform?
Yes. Identical wording lets you compare ChatGPT, Gemini and Perplexity fairly.
How often should I change my prompt list?
Review it each quarter. Change it when your offer or market changes, and note the date so you can read trends correctly.