Is your website getting decent enough traffic, but still not converting at a rate that you’d like? Or you’re not even getting the traffic in the first place? While there could be several reasons why this is happening, one major reason could be around your copy. 

With a lot of my clients, I find that they are getting people to their website, but the visitors usually leave without taking any action. This is where a copy audit comes in handy. While a “copy audit” may sound daunting, it isn’t as hard as you may think!

It can identify what’s working, what’s unclear, and where you’re losing out on potential customers. A proper audit will provide informed improvements that can actually get your website moving in the right direction. 

So, let’s look into the key steps to follow when conducting a copy audit on your website:

Kick Things Off With The Key Pages

Your website has (or should have) a hierarchy of pages. You should start with the most important pages first in your copy audit. This usually includes your home page, landing pages, and any core service/ product pages.

Basically, you should focus on pages that have the biggest impact on performance. When you focus on these pages, your audit efforts are honed in where it matters the most. It’s all about improving high-traffic and high-intent pages that will deliver better results.

Check On Your Clarity & Readability

You could have the strongest ideas, services or products, but if they’re hard to read, you’re probably not going to get very far. I’m talking about long sentences, massive blocks of text, and complex language. All these things create unnecessary friction.

It’s usually fairly easy to improve clarity and readability by breaking content into shorter sections and making your copy easier to scan. Add images, videos, and other multimedia components to text as well. 

Clarity Your Primary Message

It shouldn’t take long for a visitor to understand what you do, who it’s for, and why it matters. If this primary message isn’t obvious, this could be a way you’re losing out on conversions. 

Your copy should shape your brand’s identity through your tone of voice. You should avoid vague or generic messaging. Really think about who your brand is and keep the messaging consistent across pages on your website.

Review Call-to-Actions (CTAs)

Just like focusing on your most important pages first, you should also focus on the most important aspects of each page. Your CTA is a key component of a page as it is the aspect that encourages a user to take action.

Your CTA should guide users into understanding what the next step is, and should be clear and stand out from the rest of the copy/ design on the page. On top of this, it should be aligned with the page’s overall intent. 

These are just a few aspects that you should consider when conducting a copy audit. There is so much more you can do to ensure your copy is in tip-top shape. If you need a little help with your audit, I’d be happy to help 🆘