Website copy audit: 15 steps before launch

A website copy audit is a practical way to check whether a page gives the right person a clear message, supports its claims, and directs the reader to the next step. You can apply the checks below to every important page.

This list was prepared for copy-heavy areas such as homepages, service pages, product pages, and about pages. When you finish, you will have a clearer view of which sentences need evidence, which headings remain vague, and which calls to action need strengthening. The aim is to find the points that make visitors' decisions harder before launch.

01Does the page address the right person?

Does the page say who it is written for?

What to look for: Check whether the first screen includes an audience or use case visitors can recognize themselves in. General statements can force visitors with different needs into the same message.
How to fix it: Name the audience, their task, or their problem clearly in the headline or the copy immediately below it. Use specific descriptions such as marketing teams, agencies, or people managing a website launch.

Is the reader's problem clear enough?

What to look for: Examine whether the page describes the problem you are trying to solve in language close to the visitor's everyday vocabulary. If the problem is not visible, why the offer matters also remains unclear.
How to fix it: Write down the concrete obstacle the reader faces. Use real situations such as an empty CMS, a delayed website launch, drafts that need rewriting, or inconsistent brand language.

Does the message fit the page's purpose?

What to look for: Check whether the page has one job. The homepage should provide direction, the service page should explain the offer, and the contact page should make getting in touch easier.
How to fix it: Write the page's goal in one sentence and review every section against it. Reduce long explanations, secondary offers, or unrelated links that do not serve this goal.

02Is every claim verified against your documents?

Are figures, dates, and names in the source material?

What to look for: Compare figures, customer names, product features, dates, and performance claims on the page with your source documents. A performance claim should clearly show the specific result being targeted or achieved. Unsupported details can undermine trust and complicate approval.
How to fix it: Remove information you cannot substantiate, generalize it, or update the relevant document. If you state a concrete result, keep the result and its supporting source close together. SimpleCopywriter's editorial review also checks facts against the brand's own documents.

Is there wording that carries legal risk?

What to look for: Flag statements involving certain results, guarantees, comparative superiority, or wording that may be sensitive in your sector. Every sentence may need additional review, particularly in regulated areas.
How to fix it: Clarify the scope of the claim and use verifiable language. When necessary, send the copy to the person responsible for legal or compliance review, because a copy check does not replace a compliance opinion.

Is the brand promise consistent everywhere?

What to look for: Check whether the service name, product description, audience, and main benefit carry the same meaning on different pages. Changing terms for the same offer can leave visitors uncertain.
How to fix it: Create a short brand glossary containing approved terms. Align different names on the page with this glossary and use the same wording in future drafts.

03Can search engines and readers understand the page?

Does the keyword fit the page's topic?

What to look for: Examine whether the target search term genuinely matches the content the page offers. A keyword should not be added simply for traffic if it does not answer the visitor's search intent.
How to fix it: Identify the page's main question and use the keyword naturally in the title, introduction, and appropriate subheadings. Do not fill the copy with unnecessary repetitions of the same phrase.

Is the heading hierarchy clear?

What to look for: Check whether the page has a main heading and supporting subheadings. Headings help readers scan the page quickly and search engines understand its structure.
How to fix it: Give each section a descriptive heading covering one topic. Replace vague headings such as “More” or “Our solutions” with wording that describes the benefit readers will find.

Is the copy easy to read on screen?

What to look for: Flag long paragraphs, sentences repeating the same idea, and heavy use of technical terms. Visitors may leave the page if they cannot find the information they need within a few seconds.
How to fix it: Shorten paragraphs, split complex sentences, and make important information visible with bullet points. Keep one main idea in each section.

04Does the page's persuasive flow work?

Does the headline offer a concrete benefit?

What to look for: Assess whether the main heading tells visitors what they will gain or which problem will be solved. Phrases such as “quality solutions” do not provide enough information about the offer.
How to fix it: Build the headline around the outcome of the offer. Descriptions such as website copy written from your documents, aligned with your brand voice, or ready to publish give visitors direction faster.

Are benefits distinguished from features?

What to look for: See whether the page only describes what the product does or also explains what that means for the team. Feature lists can be weak when they do not show the outcome of use.
How to fix it: Add the practical benefit beside each important feature. Editorial notes, for example, help the team see which sentence needs to change and why.

Is the evidence in the right place?

What to look for: Check whether references, examples, source documents, or explained review criteria are close to the relevant claim. Visitors may not make the connection when evidence is buried at the end of the page.
How to fix it: Place the evidence immediately after the claim. If you describe an assessment method, explicitly list the criteria examined, such as brand voice, facts, repetition, SEO, readability, and audience fit.

05Can readers easily see the next step?

Does every page have a clear call to action?

What to look for: Check whether it is clear what visitors should do after reading the page. Several equally prominent calls to action can slow visitors down, particularly at the decision stage.
How to fix it: Choose one primary call to action that fits the page's main purpose. Use action-oriented wording such as “Try the free copy audit,” “Start the project,” or “Explore the examples.”

Does the call to action connect to the page's message?

What to look for: Check whether button text is consistent with the benefit described on the page. General labels such as “Submit” or “More” may not explain the next step sufficiently.
How to fix it: State the outcome visitors will receive in the call to action. Choose direct wording, such as starting a free audit on an audit page or viewing a sample output on a product page.

Do you have a clear method for the final check?

What to look for: Assess whether the person reviewing the copy before publication knows the review sequence and who owns approval. Copy with no owner can hold up the website project.
How to fix it: Define a clear method for reviewing the copy. Then submit the page for a free audit to review findings from four checks, including brand voice, facts, repetition, and SEO.

06What should you do this week?

Review one page and apply the checks. Choose just one issue for each question, make the correction, and then move to the next section. This approach keeps the audit manageable.

07Short FAQ

Should I audit the whole site at once?

No. Start with the homepage or your most important service page.

What can I do if I have no source documents?

You can use pages from your existing website as sources, then flag claims that need verification.

What does the free audit check?

SimpleCopywriter offers four of its eight editorial criteria and a six-dimensional persuasion review free for one page.

Your next step: Submit your page URL or copy to the free copy audit and review the findings before making a publication decision.