Project Spotlight: Optimising Website Copy With a Copy Audit
The Project
Competitor research to look at her main competition in her current niche and where she was contemplating niching further into to see if uber niching would be a good move
In depth copy audit of the main pages of her website, including home page, about page and 5 services pages
The Background
I have previously worked with my client on a number of projects, including an email sequence, newsletters and a high-ticket evergreen freebie funnel.
This time, we turned our attention to her website copy.
She was pretty happy with the copy she’d written herself and chose a copy audit to help to strengthen it. This would involve me looking at how she could make her messaging stronger, incorporate keywords for SEO and use copy psychology.
We also added a stage before the audit to look at the messaging of her competitors. My client had heard lots of advice around niching down further and wasn’t sure whether this would be a good move for her so we decided to look at the competition within her niche to see if they were niching in this way and what they had chosen - both of which would potentially act as inspiration for her messaging.
Depending on the results of this, we would incorporate her new messaging through recommendations in the copy audit.
She had previously carried out keyword research and I built on this in the research stage to look at keywords being used by her competitors to see if they were ranking for keywords that she wasn’t.
What We Did:
I took an in depth look at most of the main pages of her website, notably the home page, about page and 5 services pages (including for 1-1 work, a self-paced course and a lower ticket service) and provided recommendations for tweaks she could put into action straight away.
This included:
Making headings engaging and powerful
Making use of subheadings to build on headings
Incorporating target keywords into headings, subheadings and body copy in a way that would feel natural and authentic
Making sure that she had included the key sections I recommend to have on different pages (which varies from page to page) from a psychology perspective and that these sections would flow to take potential clients on a customer journey as they navigated her website
Want my help to get more from your website copy?
Want to get a taster of what happens in a copy audit? Click here to request one of my free home page mini audits and receive 1-2 copy recommendations that you can put into action right away.
Or if you’re ready to book a in depth paid copy audit of one or more pages of your website, you can get the ball rolling by fiilling in the form here.
