Basic Web Copywriting Checklist

Copywriting Checklist: 5 essentials every web copywriter should cover

Are you looking for a copywriting checklist to take your website or blog to the next level? Copywriting is a crucial part of any marketing strategy that needs to be thoughtfully planned and executed. Whether you are writing long-form content like articles, email newsletters, or tweets; creating shorter posts like Facebook posts, Pinterest pins, or YouTube videos; or coming up with taglines for your products or services; it all starts with an idea.

Copywriting truly is an art, but having a checklist of essential points is helpful. The Web Copywriting Checklist is a five-step action plan for creating content that engages your audience. Each step will give you information and guidance on creating and formatting the copy in your website, blog, or other digital advertisements.

Copywriting is one of the most important parts of internet marketing. Sales copy is some of the most essential content that you will create. Your success depends largely on your copy, from enticing people to visit your site to converting visitors into customers once they are there. You need to convince them that you have what they are looking for, that it is worth their time or money, and provide a link or call-to-action for them to convert.

Sadly, many website owners neglect the art of web copywriting because it can be time-intensive and require a lot of patience. However, it doesn’t have to be hard. Follow this checklist to deliver quality web copy once you have determined who your readership is and what you want the reader to do.

1. Create a Good Headline

Headlines are the most critical part of any article, newsletter, or blog post. A good headline needs to be short and yet catchy enough to contain all the information that a reader might be looking for, have an obvious keyword, include an emotional hook, and make the reader want to read the article. It should also be clear in order to grab attention.

Does your headline grab the readers’ attention and compel them to read further? It is essential that your headline do so. People generally move about on the internet very quickly. Research says that you have a matter of seconds to catch your website readers’ attention, or they will move on. That is why your headline is so important.

Here are a few tips to get you started with writing a catchy headline:

• Start with a specific question
• Tell people what to do, feel or think
• Use numbers, facts and figures sparingly
• Use adjectives liberally
• Try not to use clichés

2. Deliver Engaging Introductory Copy

The introductory copy is in charge of creating an intrigue in the reader – in which they find themselves wanting to read the rest of the article. The introduction must generate curiosity in the reader so that they are compelled to continue reading. The introduction should also contextualize the article, preview what information will be discussed, and provide the necessary background knowledge for the reader to get started.

An excellent introductory copy should be general enough to catch the attention of anyone who might be interested in the advertised company or product but specific enough to inform potential customers on some aspect of what they’re viewing. It should also be accurate, not misleading, and informative.

Do the first few paragraphs of your copy reinforce the headline and convince readers to continue reading?

3. Explain the Benefits

Does your copy sell the reader on features or benefits? Selling the benefits is far more important than the features because they are what’s in it for the reader. The benefits will vary based on the needs of the reader. Generally, it is a good idea to make these benefits clear by providing a list with explanations for how they may be of help.

It is vital to have a well-balanced argument that will resonate with potential customers to maximize listed benefits. The advantage to a well-balanced argument is that the benefits are explained in ways that can appeal to a wide range of customers. At the same time, the risks associated with converting are also made clear to those who may be concerned about them.

4. Write a Compelling Call to Action

A call to action is a statement that urges readers to do something. Does your copy clearly and compellingly tell your customer what action they should take after reading your content? (usually, the desired action will be to buy or download something)

5. Provide Quality and Safety Assurances

Your prospects will only convert if they feel comfortable doing so. There are several things you can do to make them feel more comfortable, such as:

• Displaying your picture
• Displaying your contact data
• A membership with the Better Business Bureau, link to your profile on rating sites, etc.
• A Guarantee
• A secure server logo

Put the Copywriting Checklist into Action

These 5 points are only a few of the most critical parts of web copywriting. If you want to convert as many of your visitors as possible, be sure to cover the basics such as making sure your sentence structure is clear, checking the grammar and spelling thoroughly, and finally proofreading for typos before publishing.