Website copy checklist: 7 questions to answer before you hit publish!

Nothing sucks the joy from your soul like writing your own website copy.

You think about it. You plan it. You sit at your laptop and… nothing.

And when you do finally manage to write your About page – you cringe so hard you immediately have to write it again. And again. And again.

First it’s too formal. Then too try-hard. Now it reads like a dating profile.

In the end, you get a draft of your website that you think will do the job. And decide it’s time to hit publish.

But before you do – stop for just a second. Because while done is better than perfect – a website that actual works for you by attracting traffic, connecting with your audience and even better – converting to sales HAS to be the goal.

As a copywriter, I’ve seen A LOT of websites fall flat – not because the offer’s rubbish, but because the copy just wasn’t doing its job.

Here are seven quick questions to ask yourself before your words go live:

1. Does my copy sound like me? Or more like an AI robot?

The temptation to rely on AI is always looming in this ever-evolving landscape (see what I did there? 🤖). And if you’re not a writer by trade and don’t feel confident about your word wizardry, then turning to ChatGPT can understandably feel appealing. After all – perfectly polished and professional is what we want… right?

Wrong!

Your audience doesn’t care about a perfectly formed paragraph. They want to hear you. Your voice. Your experience. Your knowledge.

Because that’s what is going to make your business stand out.

Ask yourself – is this something I would say in person? And if the answer’s no, then strip out the jargon and add some personality.

Because being professional is good. But being human is better.

2. Does my website tell people what I do – quickly?

Imagine someone landing on your homepage for the first time. Can they immediately see what you do, who you do it for, and why it matters?

If the answer’s no – that’s your first task.

Your headline should be simple, specific and instantly clear. Get rid of any promises to ‘transform’ and ’empower’ and put real, tangible outcomes and benefits. Think:

‘SEO copywriting for small businesses that want more leads.’

3. Is my copy all about me – or my ideal clients?

Here’s a quick test.

Press Ctrl+F and search for the words we and you.

If ‘we’ is winning, then ‘you’ have a problem! ‘We, we, we’ just screams ‘me, me, me’. It means your copy is too focused on what you do, rather than how you help your customers.

Visitors to your website are thinking, ‘What’s in it for me?’ Make sure your copy answers that question.

4. Does every page have a clear purpose (and call to action)?

Every page on your website should have an actual point! Otherwise, it’s a waste of time and space. Look at every page – and ask yourself:

What do I want people to DO?

Your homepage? Explore your brand or business.

Your services page? Buy stuff.

Your contact page? Make an enquiry – as easily as possible!

You’ve got a visitor on your site, so don’t waste that opportunity. If it looks too complicated, too dull or doesn’t scream ‘DO THIS NOW’… you’ve just thrown a potential sale away.

5. How much personality does website copy need?

This is a VERY good question. I once worked with a client who HATED their website copy.

Their business was pretty serious and needed a corporate feel. But they’d paid a copywriter who had put so much quirk into their copy it felt off-putting to my client’s target audience.

It’s all about balancing clarity and personality with what you actually want to achieve.

Personality is BRILLIANT. But not at the cost of losing a client. Now, of course, you don’t want to sound the same as everyone else in your industry. In fact, that’s a terrible idea. Adding a flavour of your personality to your copy doesn’t have to feel like a jarring slap in the face.

It can be a touch of humour, a turn of phrase, a backstory that sets you apart, or a confident tone that establishes trust and credibility.

If your website is more ‘meh’ than ‘you’ then it’s time for a second look.

PS – if this sounds like a you problem, then maybe getting some professional help with a brand voice or tone of voice doc would be the perfect next step!

6. Who’s more important… Google or humans?

Is your website copy full of great SEO… or is it more SE-OH-NO?

SEO gets a bad rap sometimes. For some people, it means keyword stuffing and AI-atrocities. That is NOT the case! Or at least it shouldn’t be.

Good SEO is all about making your copy well-structured, relevant – and easy to find for your target audience. Ask yourself:

• Does my page have one clear focus keyword?
• Have I used subheadings that make sense?
• Is my meta description clear and inviting?

Google LOVES clear, useful, readable content. So if your website pages and blog content is helpful AND engaging, you’re already halfway there.

7. How does my website make me feel?

This is the question that really counts. If you look at your website and feel like you want to stuff it in a box and hide it away from public view… you’ve got a problem! How you showcase your brand and business matters. It matters a LOT.

Your website should be a thing of beauty that you want to share far and wide. After all, it’s the best way for you to shout about your business and speak to your ideal clients. Make it something to be proud of – you won’t regret it.

And finally…

If these questions have made you think twice about your website copy, then maybe it’s time to bite the bullet and get some help.

Want to get seen and make sales? Get in touch today for a free, no obligation chat about how your website could work a bit harder for you.