The copy on your website is your 24/7 virtual salesperson. It’s there to turn readers into paying customers around the clock. But if it isn’t up to the standard it should be, it can’t do its job.
And that’s a real shame, as you’ve already conquered the hurdle of getting prospects to your site.
This is why many businesses get a website copy review. A second opinion on your copy’s strength will give you insights into whether your copy is doing the best job it could.
What is a website copy review?
A website copy audit or review (these terms are often used interchangeably) is like a performance review for your virtual salesperson. And just like it might be difficult to do a performance review for a colleague you like and have spent a lot of time with, objectively reviewing your own copy can be similar.
When you know how your product or service works, it’s hard to be objective about whether you have clearly spelled out everything your website visitor needs to know.
When you know how great your offer is and why a prospect should snatch it up, it’s hard to be objective about whether you have communicated that offer in a way someone else can see the awesomeness.
That’s why getting a third-party professional copywriter to review your copy is so useful.
What happens during a website copy review?
There’s no standard process. But usually, a website copy audit or review takes the form of a video walkthrough of the issues on your site—or of the things that are being done well (sometimes, a website audit is helpful for validation of what you’re doing right).
For example, for my website copy reviews, you receive a:
- 45-min video of me going over any issues
- time-stamped transcript of the review with action points highlighted
- 30-min Zoom call to ask questions
The key components of a website copy review
In general, a copywriter will be looking at the following during a review:
- Clarity and consistency: Is the messaging across the website clear, consistent, and aligned with the brand’s voice and tone? Ambiguity or inconsistency can confuse visitors and undermine trust.
- Value proposition: Is the value proposition clearly articulated? Does the copy effectively communicate the benefits of products or services to the target audience? A clear value proposition helps compel visitors to take action.
- Audience relevance: Does the copy speak directly to the needs, desires, and pain points of the intended audience? Language that resonates with the target audience is crucial for driving conversions.
- Readability: Is the copy engaging and easy to read? Long paragraphs, jargon, or complex language can deter visitors.
- Call-to-action (CTA) optimization: Are the CTAs clear, placed appropriately, and effective throughout the website? Effective CTAs are essential for guiding visitors toward desired actions, whether it’s making a purchase, signing up for a newsletter, or requesting more information.
- Social proof and trust signals: Are social proof elements in place to instil confidence in the brand or specific offer. Testimonials, case studies, and trust badges can help build credibility and trust with visitors.
What about SEO?
Website copy should, of course, be optimized for search engines to improve visibility and drive organic traffic. But a website copy audit usually doesn’t focus on SEO—an SEO audit does.
However, a website copy audit will usually touch on some basic on-page SEO best practices. For example, checking keyword use, the meta description, and the appropriate use of heading levels.
What businesses is a website copy review suitable for?
Any and all of them.
I’d be hard-pressed to think of a business that couldn’t benefit.
If one of the following holds true, then your website would benefit from a copy review:
- You are launching soon (or recently launched) and want an objective, fresh set of eyes on your content before it goes live.
- You or your team doesn’t have English as a first language, and you want your copy checked to ensure everything reads clearly.
- You’re not getting the conversions (sales, leads, etc.) you hoped for, and you want a second opinion on whether it’s likely down to the copy.
- You know all the copywriting tricks and tips, but you’re too close to the product or service—or the copy itself—and want someone outside your business to give it the once over.
Wrapping up
A copy review is a valuable tool for identifying strengths and weaknesses in your existing content so you can optimize it for better performance and ultimately drive more meaningful results for your business.
If a website copy review sounds like what you need, I’ve got you covered. You’ll find the details you need here to book yours and unlock the full potential of your website.