How Do You Audit Website Copy?
Updated: Apr 8
My step-by-step process, with downloadable checklist.
Introduction
You have a website, but visitors don't spend time on it, don't get in touch, don't buy. Sounds familiar?
B2B companies often don't realise that the problem is not in their offer, but in their website copy. In this article, I walk you through how I audit website copy for my clients: what I look for, page by page, and why it matters. At the end, you'll find a downloadable checklist you can use to audit your own site.
What does a website copy audit include?
When I audit copy, I look at your website through the eyes of your ideal customer. I don't just look at your grammar and style, I make sure that every word is serving a specific purpose and doing its job right.
A thorough audit covers:
Positioning and clarity of message: does a first-time visitor understand immediately what you do and who you help?
Tone of voice: does the copy sound like a real person or a corporate brochure?
Consistency: does the writing feel coherent across all pages?
Conversion path: are there clear, specific CTAs guiding visitors towards the next step?
Basic technical aspects: ease of navigation, mobile optimisation, page speed
Read also: 5 Tips for Writing Good Website Copy
My approach, step by step.
Step 1: Does your homepage make an immediate impression?
The homepage is where most visitors either stay or leave — and you have very little time to convince them to stay. Research suggests the average pageview gets less than 15 seconds of attention, so every word counts.
I look at three sections:
Hero section (above the fold)
This is the most valuable asset on your website. It needs to answer three questions instantly for your visitors:
What does this company do?
Is it for me?
What should I do next?
The most common mistake here is writing copy that speaks the company's language rather than the customer's. Vague headlines like "Empowering businesses to grow" tell visitors nothing. A specific, benefit-led headline that speaks directly to their situation performs much better.
I like this example from Trustpilot: "Find a company you can trust - Discover, read, and write reviews". It works because it tells very clearly and simply what the purpose of the platform is.
There should also be a clear, specific CTA before the fold — not just a generic "contact us", but something that tells the visitor exactly what happens next: "Book a free discovery call", "Request a demo", "Download the guide".
Mid-section
Once you've hooked the visitor, the mid-section needs to deepen their interest. Does it expand on the specific problem you solve? Does it speak to the outcome the customer can expect, not just the features you offer? This is where good copy creates curiosity and builds the case for why this company, rather than a competitor.
Bottom section
Social proof belongs here: client logos, testimonials, links to case studies, reviews. This is where trust is built before the visitor decides whether to take action.
Step 2: Does your services page focus on outcomes or features?
This is one of the most common — and costly — mistakes I see on B2B websites. The services or product page lists everything the company does, with no mention of what the client gets.
Features describe the product. Outcomes describe the transformation. Visitors want to know: what will be different for me after working with you?
Beyond outcomes, I also check: does the page address likely objections? Is there a clear CTA? And is there any social proof close to that CTA — a testimonial, a result, a client name — to reinforce the decision at the moment it's being made?
Step 3: Is your about page working for you or against you?
The about page is one of the most visited pages on any website — and one of the most neglected. Too many about pages read like a CV: a chronological list of facts that tells the visitor everything about the company's history and nothing about why they should care.
A good about page builds trust and shows personality. It answers the question the visitor is really asking: why should I choose you over anyone else? This is where you can tell your story, share what drives you, and make a genuine human connection with your reader.
Step 4: Does your contact page make it easy to get in touch?
The contact page is where you can lose people at the last moment. It's the final step in the conversion journey, and yet it's often an afterthought.
I look for two things: simplicity and reassurance. The form should ask only what you genuinely need to know at this stage. Every extra field is a reason for someone to abandon it. One name, one email, one message — that's usually enough to start a conversation.
It's also worth adding a few FAQs here. If someone has reached your contact page, they're close to getting in touch — but they may still have a last-minute doubt that stops them. Answering common questions (turnaround time, how the process works, what happens after they send the form) can remove that final hesitation.
A note worth keeping in mind: making CTAs explicit about what happens next — so visitors know exactly what they're clicking into — can drive significant increases in conversions. The contact page is no exception: if you work with real humans and not automated systems, say so. Transparency builds trust.
Step 5: Other things to check
CTAs throughout: are there clear next steps on every page, not just the homepage? Are they specific and consistent?
Tone of voice consistency: does the copy sound like the same person wrote it on every page?
Branding: are logo and brand colours applied consistently?
Trust signals: testimonials, case studies, client logos — are they present and well-placed?
Technicalities: can you navigate the site intuitively? Does it load quickly? Does it work on mobile?
Read also: What is a copywriter? — if you're wondering whether you need a copywriter or a content writer for this kind of work.
Website copy audit checklist
Download as PDF:
Conclusion
A website that looks good but doesn't convert is a missed opportunity. The copy is often what makes the difference — not because the writing is bad, but because it's talking about the wrong things, to the wrong person, in the wrong order.
If you've worked through this checklist and identified some gaps, that's a good start.
If you'd rather have a professional eye on it, I offer website copy audits and rewrites as part of my services.
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