Web Copy Audit
Review your site copy for the right audience, the right stage, a consistent voice and AI readiness.
A web copy audit reviews the words on your website page by page, checking whether each page speaks to the right persona, fits the right stage of the journey and sounds like your brand. It also checks whether your copy answers the questions people actually ask, in the words they actually use.
Copy problems are easy to miss because you know your business too well. If your homepage doesn't clearly say what you do, or your sales team keeps answering the same questions on every call, the copy isn't doing its job.
This step also applies what you learned in the AI visibility audit, like answer-first openings, question-style headings and FAQs, so your pages work for both people and AI tools. It pulls together everything before it in the Plan phase, which is why it comes last.
Signs you need this
- Your homepage doesn't clearly say what you do
- People misunderstand what you offer
- Your site doesn't use the words your customers use
- You're answering the same questions on every sales call
- You have a new offer or new positioning
End results
- A page-by-page list of copy updates, tagged as blockers or backlog
- Notes on what each page should say and who it's for
- A rollout plan so the updates happen in a sensible order
Common questions
What makes website copy effective?
Effective copy says who you help, what you help with and what to do next, all within the first few seconds of someone landing on the page. It uses your customers' words instead of internal jargon and answers the questions they're already asking.
How do I know if my copy is working?
Look at bounce rates, time on page and conversion rates for your key pages, and listen to what prospects say on sales calls. If people keep asking things your site should already answer, that's a clear sign.
What does AI readiness mean for copy?
It means answering the main question near the top of the page, using headings that match how people ask questions and adding FAQs where they help. Clear, direct copy is easier for AI tools to quote accurately.
Should we write for search engines or for people?
Write for people first, then make sure the words people search for show up naturally in your headings and copy. Copy that reads well to a human almost always works better for search and AI than copy stuffed with keywords.
Why is this the last step in the Plan phase?
It pulls together everything before it: personas, journey, brand, AI visibility, content and design. Writing copy before those are settled usually means rewriting it again later.
