How to audit your website copy: 5 simple questions for better engagement
Feel like your website copywriting could be doing a bit… well, more? If it’s not quite hitting the mark, a quick website copy audit might be all you need to turn things around.
Your website copy is often the first impression of your brand that readers will get. It’s worth taking some time to get it right.
Ideally, you want your website copy to be engaging and easy-to-read, yet still encapsulate your brand’s personality and vision.
The good news? It doesn’t have to be complicated.
Here are five simple questions to improve your website copy and boost engagement.
Five Questions for Better Website Copy
1. Is Your Brand Message Clear?
Your brand message is the foundation of your website. If visitors can’t quickly grasp who you are and what you do, they’re likely to bounce. The goal is usually clarity, not cleverness.
Think about your homepage or your “About” page. Is your message clear within the first few seconds? Can a first-time visitor explain your offer without guessing?
Practical Tips for Clear Brand Messaging:
Five-Second Test: Show your homepage to someone unfamiliar with your business. After five seconds, ask them what your brand does. If they struggle to answer, your message needs refinement.
Be Direct: Swap out jargon or buzzwords for clear, simple language. For example, instead of saying, “We offer innovative lifestyle solutions,” say, “We create sustainable home products that make life easier.”
Add a Tagline: A concise tagline can sum up your offering and stick in people’s minds. Think of it as your elevator pitch in one sentence.
Pro tip: Clarity builds trust. When people instantly “get” what you’re about, they’re more likely to explore further.
2. Is Your Tone of Voice Consistent?
Your brand’s unique tone of voice (TOV) is what gives your business its personallity. Whether it’s warm and approachable or bold and edgy, consistency is key. A mismatch in tone between your homepage and product pages can confuse readers.
Think of your website as one cohesive conversation. If different pages sound like they were written by different people, it can feel disjointed.
Tips for Your Website’s TOV:
Create a TOV Checklist: Before publishing a page, check if it matches your tone guidelines. Is the language conversational or formal? Is it playful or professional?
Review Content Regularly: Do a quick scan of key pages every few months to ensure everything still aligns. Sometimes, updates or edits can introduce tone drift.
Match Platforms: Your website might need a slightly different tone than social media, but they should still feel aligned. Think of social as a more relaxed version of your main brand voice.
Pro tip: A consistent tone builds familiarity—and familiarity breeds loyalty.
3. Do You Have a Style Guide?
A style guide isn’t just for big companies. Even a simple one can keep your website feeling polished and professional. It covers everything from grammar preferences to formatting rules and brand-specific terminology.
Think of it as a cheat sheet for anyone writing for your brand. It ensures that no matter who creates the content, it all feels cohesive.
What to Include in a Style Guide:
Grammar Rules: Decide whether you’ll use contractions (e.g., “we’re” vs. “we are”) and your stance on Oxford commas.
Brand-Specific Language: Are there words or phrases you always use—or avoid? Add them here.
Formatting Guidelines: How do you format headings, bullet points, and links? Consistency in layout makes your site more user-friendly.
Tone Examples: Include a few examples of your tone in action. Show what a friendly vs. formal email or product description looks like for your brand.
Pro tip: A style guide is a time-saver. It eliminates guesswork and helps anyone creating content stay on-brand.
4. Are Your Calls to Action (CTAs) Effective?
CTAs are the unsung heroes of website copy. A well-placed, actionable CTA can guide visitors to take the next step, whether it’s signing up for a newsletter or making a purchase.
But weak or vague CTAs? They’ll leave people unsure of what to do next.
How to Craft Powerful CTAs:
Be Clear and Direct: Instead of “Learn More,” try “Download Your Free Guide” or “Shop the Collection.”
Use Action Words: Words like “discover,” “claim,” and “start” encourage action.
Create Urgency: Phrases like “Limited Time Offer” or “Get It Today” can prompt immediate action.
Place CTAs Strategically: CTAs should appear where they naturally fit, such as after a product description or at the end of a blog post.
Pro tip: Every page should have a clear next step. Don’t leave visitors wondering what to do next - guide them.
5. Are Your Keywords Working for You?
Keywords help your website rank on search engines and attract the right audience. But stuffing keywords awkwardly into your copy can hurt readability - as well as your SEO.
The trick is balance: your content should feel natural while still targeting relevant search terms.
How to Optimise Keywords:
Match User Intent: Think about what your audience is actually searching for. Are they looking for “eco-friendly home decor” or “affordable sustainable furniture”?
Use Long-Tail Keywords: These are more specific phrases (like “how to choose eco-friendly furniture”) that often have less competition but attract highly targeted traffic.
Spread Keywords Naturally: Include keywords in headings, subheadings, and throughout the body text—but only where they fit seamlessly.
Check Search Volume: Use tools like Google Keyword Planner or Ubersuggest to find keywords with good search volume but low competition.
Pro tip: Good SEO copywriting is about writing for humans first, search engines second. Keep it readable and useful.
Website Copy Audit FAQs
Why is a website copy audit important?
Think of it as a health check for your brand’s online presence.
A website copy audit helps ensure that your messaging is clear, engaging, and aligned with your brand. Over time, content can become outdated or inconsistent, which can confuse visitors and hurt your credibility.
By regularly reviewing and refining your copy, you can boost engagement, build trust, and improve conversions.
What are some signs my website needs a copy audit?
If you’re noticing any of these, it might be time for a copy audit:
High bounce rates or low time on page (i.e. people leaving quickly).
Inconsistent tone or messaging across different pages.
Confusing calls to action—or worse, no clear next step at all.
Customer feedback indicating they’re not “getting” what you offer.
You’re struggling to rank on search engines despite having good content.
How often should I do a website copy audit?
It depends, but at least once a year is a good thing to aim for. This is especially true if your business evolves or your offerings change over time.
Major brand updates or a website redesign are also perfect opportunities to audit your copy. Even small tweaks, done regularly, can make a big difference in keeping your content fresh and effective.
How can I measure the success of my website copy audit?
The best way to track success is by looking at key metrics:
Bounce rate: A lower rate means people are sticking around.
Time on page: If visitors are spending more time on your site, your copy is doing its job.
Conversions: Whether it’s sign-ups, downloads, or sales, track the actions you want visitors to take.
SEO rankings: Improved search engine visibility for targeted keywords is another good sign.
What’s included in a professional website copy audit?
Sometimes, it just makes life easier to call in a professional.
A professional web copy audit is where you work with a copywriter to make sure your copy is on-brand as as effective as it can be.
You can get all the benefits of a professional copywriter looking at your website, but without the cost of an entire website rewrite.
A professional website copy audit generally includes:
Brand messaging check: Checking if your message is clear and resonates with your target audience.
Tone of voice: Ensuring consistency across all pages.
SEO optimisation: Reviewing keyword usage and opportunities for improvement.
Calls to action (CTAs): Making sure they’re clear, actionable, and well-placed.
Readability and flow: Assessing whether your content is easy to read and keeps visitors engaged.
Grammar and style: Polishing the finer details to keep everything professional and on-brand.
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Feel Like Your Website Copy Could Work Harder?
Sometimes, all it takes is a fresh set of eyes (and a few tweaks) to make your words pack a punch. If your website needs a boost, I’d love to help.
Let’s chat about how we can make your copy clearer, more engaging, and totally on-brand.
➡️ Get in touch to enquire about my website copy audit services.
