Beat your Competition with a Website Copy Audit

As 93 % of purchases start with a search engine event, there’s no doubt that effective copywriting and SEO techniques are important to keep your business website profitable and ranking high in search engine results.

by Monica Di Santi

September 6, 2024

Your business is not doing well in spite of your effort and dedication while your competition is thriving.

What a shame! Time to be brave and look for the right solution.

Sometimes it’s not that easy to detect what’s wrong.

Maybe you have already checked:

selling techniques
product pitfall
leadership
highly competitive market
pricing
marketing and selling alignment
staff training
marketing clashes

So far, great.

But have you considered checking the way you communicate…

your core business message to your target audience across all platforms?

Is your message clear and short?
Is your core message consistent?
Is your brand voice outstanding?

You wonder how you can learn if something is wrong with your marketing communication.

Why not try a website copy audit?

What is a Website Audit?

A website copy audit is a deep analysis of your website message and the way you guide visitors from the landing point, through different steps in their buyer journey, to finally make up their decision to buy.

Your website has to persuade people to buy from you and has to do it smoothly, guiding visitors.

The most important achievement of a copy audit is to improve:

Brand message clearness

Your marketing message has to always carry your core business message, and at the same time be in harmony with your website design, colors used, logo, slogan, your mission and vision statement.

Your brand should show its personality every time you communicate with your potential customers to be easily recognized. This is effective if the communication is consistent across all the messages and channels.

Your brand voice has to be consistent to show your values.

A style guide can be of great help because it is a set of writing conventions that help create consistency if several writers create content for you. A style guide sets rules for the usage of grammar, punctuation , sentences, paragraphs, tone, etc.

Visitor experience improvement

User experience on a website is the way visitors interact with your content, opt-in forms, call to actions and purchase procedure.

Good visitor experiences include their perception,usability and efficiency of the content presented to them during their visit. This can be achieved through the combination of all the business elements involved. This includes not only message but spaces, call to action and offers.

Sales Boost

The result of an effective website copy audit is to improve the business website copy to make your business thrive.

Web Copy Audit Procedure

The copy auditor, generally an expert in copywriting reviews and and checks if the business communication complies with the business personality, values and goals in all its forms.

The steps to follow are:

Information gathering

Collecting, organizing and analyzing data that describes the past and actual business communication is necessary to do a thorough research and make well-informed decisions on the areas to upgrade the business website performance.

Assessment

The expert copywriter reviews your pages, pointing out the weak spots and provides suggestions to improve. The time necessary to do the job depends on the amount of pages to be revised and the complexity of the job.

Report Creation

The creation of a written record as a result of the copywriter's analysis and conclusion comes to life. Here a detailed explanation of the copy weaknesses together with suggestions to improve the copy are included.

A post-support service helps discuss points that need clarification or extra details. This service is generally offered as a number of email to be exchanged or a 30 minute meeting via zoom, free of charge.

Conclusion

If your business is not bringing you the profit you deserve, it's time to consider doing a website copy audit and enhance not only the way you communicate with your website visitors but also improve their user's experience and boost your sales.