Whether you’re launching a new website, in the middle of a redesign, or editing a few pages of content, the review process can feel overwhelming. Your website is the digital storefront of your brand, responsible for connecting with your audience while showing off your values and offerings. It’s important that the copy (the words) feel representative of who you are.
So how can you get the most out of the content review process, and what do you need to keep in mind? Receiving feedback from your team can be helpful, but we also know what can happen with too many cooks in the kitchen. When a range of subject matter experts (SMEs), executives, marketing managers, and others are reviewing written content, there will likely be a mix of opinions and priorities. This can make the content review process confusing or difficult, not to mention the potential of delaying launch or going over budget.
In this guide, you’ll learn how to effectively manage the content review process while avoiding the most common missteps.
7 Key things to consider when reviewing copy
Your insights into the accuracy of website copy are critical. It’s important that stakeholders and writers are on the same page when crafting, reviewing and giving feedback on copy. Here are some of the things that your writer is taking into account when creating content, and what reviewers should keep in mind to support a comprehensive and productive review.
1. Note the keyphrase
Keyphrases and keywords are how Google connects users on the internet to your website. Research and several advanced analytics tools help identify popular topics and keyphrases that will get a page seen and clicked. When you use the right words in your copy, the right visitors will have an easier time finding your page, leading to increased leads and conversions.
A lot of factors influence what keyphrases you should be going after in your copy. This includes Domain Authority, existing rankings, user intent and much more. All this is to say that your writer(s) and stakeholders should be aligned on your business goals, target audience and SEO best practices. If a reviewer feels that a certain term or keyphrase is inaccurate, make a note — but don’t change it right away.
Removing important keyphrases may hurt your chances of being easily found through a search engine. If necessary, your writer(s) and stakeholders can meet to align SEO best practices with your business goals.
Learn how to optimize web copy in this blog post
2. Think like a visitor
The conversion process begins when a visitor first hears about your company or clicks on your page. The goal with most site pages is to meet your visitor where they are and guide them through the conversion process.
This requires you to consider a few key questions:
- Who is the ideal visitor, and did they find you through search, paid ads or another method?
- What is the visitor thinking when they land on the page?
- What is the intended reader interaction? What do you want them to do by the time they are done reading the page?
- How does the visitor’s thinking need to change between the start and the end of the page?
Your copy needs to align with the answers to these questions. For many businesses, this means starting with an overview of what you offer and why the visitor could benefit from your offering(s). Next, you should move on to how your service or product works, what others think about it, and proof that it does work, eventually ending with a compelling call to action (CTA).
Your copy should guide readers, answering their questions and matching their thought processes throughout the conversion process.
3. Make reading simple
The reality is that most website visitors do not read every word (though some do). Users tend to scan, looking at bullets and headings, taking in visuals and searching for answers to their questions or messages that resonate.
Long paragraphs and sentences are hard to read and quickly lose the interest of many readers. The most effective website copy uses simple language (i.e. think “use” not “utilize”, “get” not “procure”) and short sentence structure. Adding headings and subheadings also helps to break up text, guides readers through the page and supports web accessibility!
Complexity is challenging for readers. Many may leave, fearing they don’t know enough to make a decision. Your copy should answer their most pressing questions in simple and concise language.
4. Embrace the picnic challenge
Look at the copy as if you were talking to someone at a picnic about the topic. This isn’t an expert-to-expert conversation at a conference. This means using shorter sentences and avoiding industry jargon that could confuse the average reader.
Many readers are coming to your site with far less knowledge about your company than you have. It can be helpful to answer their basic questions and give a general overview of what they need to know (Who are you? What do you do?) before getting into the nitty gritty.
A website is for the visitor, not for you. We want to make sure the copy is accurate, but we don’t want it to be confusing or boring for non-experts. Focus on the need-to-knows and the basics using a tone that is friendly, informative and easy to understand.
5. Don’t tell someone what you do
I know what you’re thinking, “aren’t we supposed to be covering the basics?” Yes, but you can cover the basics while showing the visitor what they’ll get, rather than telling them.
For example, anyone can say “we are experts”, but saying “our clients have seen an improvement in X, Y, and Z” is much more impactful. It’s also important to have testimonials, metrics, images and other features that show proof of what your clients receive after working with you.
The best copy shows by using the language of your visitors, addressing their pain points and providing answers to their questions. Tell the reader what benefits they get. When they work with experts like you — what can they do?
Conversion copy doesn’t tell, it shows (third-grade essay writing anyone?)
6. Effective websites are sales calls
The best websites are always-available sales reps, pitching clients and answering their questions. In general, websites perform better when they give away information — because that information may answer your users’ next question.
The information on your website should tell the user what you do, why you do it, how you do it, and show measurable outcomes. Good copy will set you apart from your competitors and provide users with all the information they need to make an informed decision.
The call to action, that button you want users to click, should be to get the thing you talked about, not “learn more”. Avoid trying to bait users and instead empathize, answer questions, and show your value on the page.
7. Specificity
Be specific. Sounds simple, but what does it really mean? Adding specificity to your webpage can help you connect with potential customers or clients, and may even help with SEO. So how can you add specificity? Optimize your headers, add relevant images, improve your calls to action and use descriptive language and labels.
For example, don’t just say you offer software, say that you offer project management software that aids in collaboration. You’re not just a nonprofit organization, you’re a 501(c)(3) organization focused on animals in need.
Adding specificity can help set you apart from the competition, better answer your visitor’s questions and improve your conversion rate.
See how Orbit creates data-driven conversion copy.
Setting reviewers up for success
So what do stakeholders and other reviewers need to keep in mind? It can be daunting to be handed pages of copy and not know what exactly to be critical of or what to look out for, especially if you’re not a writer or editor. Those new to the project may feel overwhelmed seeing all of the copy for the first time and will need to be brought up to speed.
To get the most out of the feedback and copy review process, empower your reviewers with the right information, such as:
- SEO strategy: What keyphrases are being targeted and why are they important?
- Brand guidelines: Make sure everyone is aligned on the tone and voice of your brand identity. What message do you want to get across? What words and phrases promote your brand, and what goes against it?
- Deadlines: When is feedback required? Will there be more chances to change the copy down the line?
- Example designs and layouts: What will the copy actually look like on a page?
- Remember who the content is for: The copy should be tailored to your audience, not your team. Limit the jargon, stick to short, concise copy and consider where the reader is on the conversion journey. Tailor your information to match the needs of your audience.
- Specific instructions or guidelines: Are there specific sections of copy that need to be reviewed by an executive or SME? Anything that doesn’t need feedback? Remind your reviewers that specific feedback is more helpful than vague comments.
- A working session or walkthrough: Show reviewers the preferred method for leaving comments and examples of what to look out for.
With this overview, your review team will be better prepared to provide useful feedback and constructive criticism.
What does helpful feedback look like?
Now that you know what to look for when reviewing copy, how can you provide constructive feedback? The important questions you should ask yourself are:
- How will the information measurably impact SEO or conversion?
- Are there any words or phrases to avoid?
- Are there any words or phrases to prioritize?
- Is my feedback specific enough?
- How will your ideal audience react to these phrases, words, or ideas?
- Is this copy better than the existing copy?
- What is the primary goal of the copy?
Limit your cooks
I understand the urge to have as many sets of eyes as possible on a copy draft. You want everyone to be on board and have the opportunity to give effective feedback. Surely it’s a good thing to have a lot of people review something, right?
Not exactly.
While you might have dozens of team members who can bring unique perspectives, too many cooks can lead to conflicting ideas and preferences, more time spent in the review process, a delayed project launch and the potential to go over budget. Talk with your key stakeholders and find a way to limit your reviewers. This can streamline the process and can get you a final copy doc delivered more quickly.
Own your expertise
As a reviewer, you should own your expertise. If you’re in sales, you probably know better than anyone what clients or customers are thinking about when considering your company. Customer support and user experience professionals will know what common questions people have and what problems you solve best. Product team members have insights into new features, updates and upcoming offerings.
The bottom line here is that subject matter experts should hone in on their expertise. Provide feedback that highlights any key missing information, such as a key question, topic or feature that you deal with regularly. (While keeping a new visitor’s POV in mind)
Defend your brand voice
You know better than anyone what your brand is all about. Good conversion copywriting effectively tells your story, reflects your brand and shows the visitor how you can solve their problems. If the story being told doesn’t accurately portray your brand- speak up!
Let your writers know what exactly feels off, and offer suggestions and provide examples of what feels and sounds more representative of your brand. If you haven’t already, provide brand guidelines to help shape the copy.
Seek progress, not perfection
Orbit loves to say that digital ink is never dry. This is a simple way of saying that copy will never be perfect, and it’s expected for copy to evolve as you learn more about your customers and grow your business.
All of this to say, don’t sweat the small stuff. The writing process should focus on the bigger picture– you can always tweak some words and phrases later on. If the copy you are reviewing is better than your existing copy, you’re on the right track!
Writing feedback checklist
Providing good feedback on writing can feel like a daunting task. Here is a checklist of items to help you conduct an effective review.
To summarize..
Your copywriter will ensure the words on your website are compelling, empathetic, and straightforward. Your job is to make sure the content is accurate and feels true to your brand. Providing specific feedback, managing expectations, establishing ownership, and prioritizing clear communication can help bridge the gap and contribute to a truly collaborative and streamlined review and feedback process.
