Good website copy cannot be produced from a logo, a short company description and a list of keywords. The writer needs evidence about the business, the audience, the offer and the decisions a visitor must make. Preparing that material before drafting reduces generic claims, review rounds and delays.
Define the page's job
For each page, record:
- who is likely to arrive;
- what they need to understand;
- what concern may stop them;
- what evidence is available;
- what action should follow;
- which related page provides the next detail.
A page trying to explain everything to everyone usually becomes vague.
Collect factual source material
| Area | Useful evidence |
|---|---|
| Services | Scope, process, exclusions, lead times, locations and pricing approach |
| Products | Specifications, variations, delivery, returns, care and limitations |
| Business | History, ownership, credentials, memberships and real differentiators |
| Customers | Common questions, objections, unsuitable enquiries and decision criteria |
| Proof | Approved testimonials, case evidence, photographs and measurable results |
| Operations | Availability, booking, payment, cancellation and support procedures |
Do not ask the writer to invent statistics, testimonials, qualifications or customer outcomes.
Interview the people closest to the work
Owners often know the business deeply but describe it in internal shorthand. A structured interview can uncover:
- what customers misunderstand;
- which jobs are a poor fit;
- how quotations are prepared;
- what happens after an enquiry;
- where delays usually occur;
- what experienced staff check that competitors may overlook.
Record the interview or take detailed notes with permission. Confirm technical and legal claims before publication.
Prepare a content inventory
List existing:
- web pages;
- brochures and proposals;
- FAQs and support emails;
- product sheets;
- policies and contracts;
- photographs and videos;
- reviews and case studies;
- analytics and Search Console findings.
Mark what is current, outdated, duplicated, unapproved or missing.
Agree the voice with examples
Terms such as “friendly”, “professional” and “premium” are subjective. Provide two or three short examples of language that fits and language that does not. Also define:
- British English conventions;
- technical terms that need explanation;
- claims that require evidence;
- words the business does not use;
- the preferred level of formality;
- how prices and limitations should be presented.
Assign reviewers
One person should consolidate feedback. Subject specialists can verify facts, but conflicting rewrites from several stakeholders create inconsistency.
Review in this order:
- accuracy and missing information;
- structure and usefulness;
- voice and clarity;
- proofreading;
- final approval in the actual website layout.
Prepare visual evidence at the same time
Copy and visuals should support each other. Record where the page needs:
- a real work example;
- a process diagram;
- a comparison table;
- a product detail;
- a location or team photograph;
- a warning or checklist.
Do not insert decorative stock images simply because the design has an empty space.
Copywriting preparation checklist
- Every page has one defined purpose.
- The audience and primary action are recorded.
- Service and product facts are available.
- Claims have evidence or are removed.
- Existing content has been inventoried.
- Interview notes are complete.
- One person consolidates feedback.
- Legal or regulated statements have an appropriate reviewer.
- Visual requirements are recorded.
- Approval dates and owners are clear.
The next practical step is to create a source pack for the five most important pages before asking anyone to draft them.
Keep the decision under your control
Retain the relevant accounts, source material, supplier terms and recovery information. Recheck changing prices, interfaces and rules before acting.