Copywriters ask a lot of questions. Fact.
Every time I start working with a new client, I want to get to know as much as possible about you and your business. To make this process easier, I’ve created a client copywriting questionnaire.
The website copywriting process
When you hire a website copywriter, each will have their own process to get the information they need from you. For me, I have curated a 5-step process to C.R.A.F.T. your message.
The first step, C, is for Chats.
Whenever I start a new project, I send you a questionnaire and then we have a long discovery call. It may feel like an interrogation, but it’s necessary. I know it’s annoying to fill out forms and answer questions, but doing so before we start working means I can leave you alone when I’m writing your copy.
So that I can understand how best to help you, these questions will give me a good understanding of your business. The more information you can give, the better the copy will perform.
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Copywriting questionnaire for new website copy projects
Below is a sample of my questionnaire, covering all bases of you and your business. Naturally, there will be other questions that pop up – but this gives you a good overview of what to expect.
Often, we’ve covered some of these questions in the discovery call or initial conversations already but extra clarification is always useful.
The Format
What type of copy do you want help with?
Blogs, Case Studies, Web Copy, Landing Pages, Email Marketing (list all that apply)
Your Business
This section is all about getting to know the business and your story.
Tell me a brief outline…
How long have you been in business?
Why did you start your business?
How has your offering changed since you started?
Do you have any offices or sites?
Do your staff have a particular skillset?
What services do you offer?
What is your best achievement?
What is important to you? (your values)
Where do you make the most of your money?
Why do you need help, and why now?
What problem are you trying to solve?
Why has this problem happened now?
Your Customers
This section is all about who you work with, so I can make sure your copy is tailored to your ideal clients.
Which industries do you work with?
Who are your best clients and why?
- Outline of the clients
- Why they are your best clients
Who is your target audience for this project?
What problems can you help them overcome?
What are their main pain points?
How do they find you? And how would you want them to find you (if not already)?
Your Offer
So I can sell your services effectively, I need to understand them fully.
What are you offering to the customers?
Is this a new or existing offer?
What is your company USP?
Who are your main competitors?
Why should people buy from you, and not them?
The Proof is in the Pudding
This is where I find out what customer testimonials and information you already have, so I can decide whether you need extra support in this area.
For my website copywriting package, I include customer interviews as standard to find out what your customers think of you – also known as voice of customer research.
Do you have any reviews or testimonials that can be used as social proof?
Do you have any good case studies already?
If not, think about if any clients would make a great case study. This is a service I can offer in addition.
(If you’re choosing the full web copy package, I’ll ask for your top 3 clients).
Do you have any proven results that can be shared to back up your offer? e.g. statistics or success stories.
The Feelings
Now we get into what you want customers to feel about your brand, so we can reflect the right tone of voice.
What would your customer normally feel when shopping for your service?
How do you want to make them feel about your company?
What tone of voice do you want to use?
(Conversational, Formal, Witty, Punchy, Knowledgeable)
What action will you want people to take? (e.g. call, email, visit, download…)
The Specifics
The final opportunity to see if we have missed anything and to get the details nailed.
Do you have keywords already in mind?
Please send them to me, otherwise I’ll conduct my own keyword research.
If you have any specific text or things that must be mentioned, please send them to me after the call or explain them now (e.g. trade associations)
How much do your products and services cost?
Is there anything else that would be useful for me to know about your business?
The Deadline
Usually, this would already be agreed before the customer kick-off call, but it’s a good chance to double-check deadlines now.
Do you have a specific deadline in mind?
I need to know so that we can create a plan (provided I still have availability).
Getting to know your business to write effective website copy
“Why are you asking so many questions about my copywriting project?”
All of these answers will help me to understand your business and write the most effective copy.
To create simple yet punchy copy, there’s a lot of research and editing to get it to that point. Understanding your business, your customers, your products and how you work forms the majority of this vital research. I will also look into your industry, any competitors, and relevant topics where necessary.
Get in touch if you want to start your website copy project today.
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