Website copywriting questionnaire

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Your ideal client

We need to know as much as possible about who we're writing for. Then our copywriting — content and style — will resonate with them.

You might find these questions hard to answer because they won't fit all your clients. If you find it hard to be specific, picture your best client walking through the door. Picture them while you answer the following questions.

When your ideal client goes home, where do they go? To a house? To a unit? It it in Australia? Is it in a city? The country? A particular suburb? There will likely be a mix, but picture your best client walking through the door now and answer for them.

You might be able to serve clients 20-90 but what age range captures your typical ideal client?

What's next?

Now let's talk about your client's life at work.

Life at work for your clients

We're writing for a whole person. Even if your service is something your clients use in their personal lives, it still helps us to have a complete picture of who we're talking to. Someone who works at a not-for-profit might respond to different copywriting than someone who works at an investment bank.

Please picture your ideal client at work. There's no such thing as too much information. As thought starters, you might think about

Industry?
Type of employer? Size?
What’s their job title?
To whom do they report (job title)?
Who reports to them?
Does what you’re offering fall under their primary responsibility? What else are they responsible for?
What pressures are they under?
Whom do they have to impress?
What are they measured on?
What’s their #1 goal at work? #2? (e.g. deliver projects under budget; grow the company; retain staff…)
What’s going to make the difference between a big bonus and a disappointing bonus?

Let's take it home

Next, we look at your client's life at home. Even if you sell to people at work, their home life matters.

Life at home for your clients

Even if you deal with businesspeople, we're writing for a person, not a role. Your ideal client goes to a home at the end of the day. Knowing about that helps us to write for the whole person.

We understand you might never have been home with your client, but use your imagination. It's just to give us a picture.

Regardless of whether you deal with clients in a work or a personal context, the better overall picture we have, the better we can speak your client's language.

There’s a difference between how we might write to a middle-aged church-goer and a 24-year-old surfer who lives in a share flat and enjoys couch surfing holidays.

These are some things you might tell us. They’re thought starters, not an exhaustive list.

Industry?
Marital status?
Kids?
Values? (Left-wing, right-wing, conservative, green, relaxed, uptight, all about the family, all about the quality of life, all about wealth…)
What problem do they have that they’re on your website trying to solve? (Be as deep as you can, e.g. if you sell a floor cleaner, obviously the problem you solve is a dirty floor. But at a deeper level the problem might be about the health of the family or about the way the house looks to visitors.)
What pressures are they under?
Whom do they have to impress?
What does a good day look like for them?
What do they drive?
Where do they go on holiday?

It's time to unload

Your ideal client is bringing baggage to this transaction — past experiences, expectations... Let's unload that baggage next.

Your ideal client and you

Tell us a little bit about the relationship between them and you or them and other people who do what you do.

Are you more competent than the competition? More conveniently located? Have a better reputation? Have a skill someone else doesn't have? Do it a different way? Are you cheaper? Better quality? More experienced?

You look different to us

You're different from the competition. We're going to help you articulate that next.

Your product or service

We need to know what makes you different. It might be that you’re better, but better is harder to prove. Anyone can say they’re “leading”, “the fastest growing” or “the best”, so even if you are the leading provider, your competitors are probably saying it, too.

What your competitors can't claim are the things that make you different.

It could be one thing or lots of things. Is it your attitude? Your service? Your quality? Your responsiveness? Your sense of humour? Your superior location? The office pug or cat? Please be specific — “We’re higher quality” is less helpful than “We’re high quality in the following ways… because in our industry…” is much better.

Now you’ve told us what makes you different, how can you prove it? Awards? Testimonials? Photographs? Videos? Results from your work? Something you do that no one else can say they do?

Let's talk about you

Now it's time to talk all about you...

All about you

Your About Us or About Me page is critical. People want to know who is telling them the things that your website is telling them. They’re asking how credible you are.

But your About Us page isn’t really about you. It’s about them. They want to know how you're qualified to help them

Do you have any collateral you think we should see?

Drop files here or

Max. file size: 50 MB.

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