How to Brief a Copywriter for a New Website

A copywriter can organise and clarify what a business needs to say, but cannot safely invent the underlying facts. A useful website-copy brief explains the audience, offer, evidence, page purpose and approval process. It should give the writer enough access to discover the real detail behind the business rather than forcing them to produce generic claims.

This guide is specifically about commissioning copy for a new website or redesign. Ongoing blog and SEO-content briefs require a different editorial process.

Start with the website objective

State:

• who the website is for;
• what the business wants suitable visitors to understand;
• the primary action visitors should take;
• what makes an enquiry, booking or order suitable;
• what the website should not promise.

“Write engaging copy” is not an objective. “Help owners of older homes understand our survey process and request a quotation with the information we need” is much more useful.

Provide a page list with a job for each page

Example page brief structure

Page	Primary reader need	Evidence required	Next action
Home	Confirm quickly that the business is relevant	Offer, location, proof and clear routes	Choose a service or make contact
Service	Understand scope, process and suitability	Deliverables, limitations, examples and FAQs	Request a quotation
About	Decide whether to trust the organisation	Real history, people, qualifications and approach	View evidence or contact
Contact	Know how and when to get a response	Methods, hours, service area and response expectations	Submit complete details

Supply factual source material

Give the writer access to:

• service descriptions and exclusions;
• pricing approach and typical process;
• customer questions and objections;
• approved testimonials and case evidence;
• qualifications, memberships and licences;
• delivery, cancellation, booking and support rules;
• existing brochures, proposals and emails;
• real photographs and product information;
• legal or compliance wording that has been professionally reviewed.

Mark what is current and what needs checking. Old brochures are source material, not automatically approved website copy.

Arrange interviews

The best information may not exist in documents. Arrange access to the people who understand:

• how the work is actually delivered;
• which customers are a poor fit;
• where projects commonly go wrong;
• what the business checks before accepting work;
• what customers value after buying;
• what can and cannot be guaranteed.

Define the tone through examples

Provide short examples of wording that feels right and wrong. Explain:

• the desired level of formality;
• British English conventions;
• technical terms that should be explained;
• claims and superlatives to avoid;
• whether first person singular, plural or an editorial voice is used;
• how directly limitations and prices should be discussed.

Clarify research and SEO responsibilities

State whether the copywriter is expected to:

• conduct customer or competitor research;
• review Search Console or analytics data;
• receive an approved keyword and intent brief;
• propose titles and metadata;
• recommend internal links;
• fact-check changing claims;
• upload and format the final copy.

Do not assume that “SEO copywriting” includes technical SEO, link building, analytics setup or guaranteed rankings.

Set the review process

Agree:

• who provides factual review;
• who has final approval;
• how many review rounds are included;
• how conflicting feedback will be resolved;
• which changes count as a new scope;
• whether the final page will be checked after it is placed in the design.

One person should consolidate comments. Multiple reviewers editing independently often create a weaker, inconsistent result.

Protect accuracy and trust

• Do not ask the writer to create fictional case studies or reviews.
• Do not turn an aspiration into a factual claim.
• Identify statements that need legal, medical, financial or technical review.
• Provide the source and date for prices, statistics and platform features.
• Record who approved each sensitive claim.

Copywriter brief checklist

• Business, audience and objective are clear.
• Every page has a defined purpose.
• Source information and interview access are available.
• Evidence and prohibited claims are identified.
• Tone is demonstrated with examples.
• Research, SEO and upload responsibilities are written down.
• Reviewers, rounds and final approval are agreed.
• Deadlines reflect when source material will actually be ready.

The next practical step is to prepare one page brief and source pack, then use it as the standard for the rest of the website.