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Website Copy Checklist

Is your website actually working for you? Go page by page and find out exactly what's missing — and what to fix first.

touch_app Interactive Checklist

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Home Page

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Your headline clearly states what you do and who you help

Why it matters: You have about 3 seconds to tell a visitor they're in the right place. A vague headline loses them immediately.

Your subheadline explains the result or transformation you provide

Why it matters: Visitors want to know what's in it for them — not just what you do, but what it means for their life or business.

There's a clear call-to-action button above the fold

Why it matters: Visitors shouldn't have to scroll to figure out what to do next. One clear next step, front and centre.

Your services or offers are summarized somewhere on the home page

Why it matters: Not everyone will click into your Services page. Give them a preview so they know you have what they need.

You have at least one testimonial or social proof element

Why it matters: People trust other people more than they trust your marketing. One real quote can do more work than three paragraphs of copy.

The navigation is simple and labels are clear (not clever)

Why it matters: "My Magic" is not a service page title. If visitors have to guess what a nav link means, they might not click it.

The page looks good and loads properly on mobile

Why it matters: Over half of all web traffic comes from mobile devices. If your site breaks on a phone, you're losing clients before they've read a word.

There's a brief "about" section or personal intro somewhere on the home page

Why it matters: People buy from people. A face and a line or two of connection copy builds trust faster than any feature list.

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About Page

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You have a real photo of yourself (not a stock image)

Why it matters: Stock photos feel disconnected and generic. A real photo of you signals authenticity and builds instant rapport.

Your copy speaks to your ideal client, not just your own story

Why it matters: The About page is often misunderstood. It should still centre the reader — your story only matters in how it serves them.

Your credentials, experience, or relevant background are mentioned

Why it matters: People want to know you're qualified. This doesn't need to be a resume — even one line of relevant context builds trust.

It's clear who you help and what kind of results they get

Why it matters: Your About page should make the right person think "she's talking about me." Specificity builds connection.

There's a call-to-action at the end of the page

Why it matters: The About page warms people up. Don't let them leave without somewhere to go — link to your services, booking page, or contact form.

Your personality or voice comes through in the writing

Why it matters: Bland, formal About pages don't build connection. Clients hire people they feel like they know — let your voice show up here.

Your "why" or values are touched on somewhere

Why it matters: Values-aligned clients are the best clients. Sharing your why attracts the people who will love working with you.

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Services Page

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Each service has a clear, descriptive name (not just a package tier)

Why it matters: "Gold Package" tells a visitor nothing. A name like "Website in a Week" instantly communicates value and timeline.

Each service describes who it's for and the problem it solves

Why it matters: Leads should self-select. "This is for you if..." language helps the right people say yes faster.

What's included in each service is clearly listed

Why it matters: Ambiguity creates hesitation. Spell out what's included so potential clients know exactly what they're getting.

Pricing or a "starting from" range is visible

Why it matters: Hiding pricing creates friction and can attract the wrong enquiries. Even a range helps visitors self-qualify.

Each service has its own clear CTA (book, apply, get started, etc.)

Why it matters: One CTA per service removes decision fatigue. Make it obvious what the next step is for each offer.

The copy focuses on results and outcomes, not just features

Why it matters: Clients don't buy a "5-page website." They buy "a professional online presence so they can stop relying on referrals." Sell the outcome.

There's at least one testimonial near your services

Why it matters: Social proof at the point of decision is powerful. A review that says "working with her was easy" right beside your booking button can be the final nudge.

A FAQ or common objections section is included

Why it matters: Every client has questions before they book. Answering them on the page removes the barrier of them having to reach out just to ask.

The timeline or process is mentioned so clients know what to expect

Why it matters: "What does working with you actually look like?" is one of the most common pre-purchase questions. Answer it before they have to ask.

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Contact Page

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The page has a warm, welcoming headline (not just "Contact Us")

Why it matters: "Contact Us" is cold and transactional. Something like "Let's chat!" or "Ready to get started?" sets a completely different tone.

The form is short — asking only what's truly necessary

Why it matters: Every extra field on a form reduces conversions. Name, email, and a message is usually enough at this stage.

You tell visitors how quickly they can expect to hear back from you

Why it matters: Nobody likes to submit a form and wonder if anyone got it. A simple "I'll reply within 2 business days" sets expectations and builds trust.

There's a confirmation message or thank-you page after the form is submitted

Why it matters: A blank page or a generic "Form submitted" leaves visitors uncertain. A warm thank-you message confirms it worked and keeps the vibe going.

Social media links or alternative contact options are visible

Why it matters: Some people prefer to DM before they commit to a form. Offering alternatives reduces friction and gives them control.

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Across Your Whole Site

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Your branding is consistent across all pages (colors, fonts, tone)

Why it matters: Inconsistency signals that a business isn't buttoned up. A cohesive look across all pages builds credibility instantly.

Your footer includes key links, contact info, and social media

Why it matters: The footer is where intentional visitors go when they want to find something. Don't make it an afterthought.

A privacy policy is linked somewhere on the site

Why it matters: If you collect email addresses or use cookies (and most sites do), a privacy policy isn't optional — it's a legal requirement.

Every page has a unique, descriptive title tag for SEO

Why it matters: Title tags are what show up in Google results. "Home | My Business" is a wasted opportunity — be specific about what each page offers.

Images have descriptive alt text

Why it matters: Alt text helps search engines understand your content and makes your site accessible to visitors using screen readers — both matter.

Your writing is free of typos and grammatical errors

Why it matters: Small errors erode trust in a big way. If your website has typos, clients wonder what else might be sloppy.

All links and buttons on the site actually work

Why it matters: A broken link is a dead end — and a bad first impression. Test every link, especially booking buttons and contact forms.

Here's what to tackle next

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Is your website copy actually working for you?

Website Copy Checklist

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