I’ve been doing a lot of content writing, and here is my copywriting deliverable checklist. I use several tools to do this, and you would be amazed at the room for improvement across this marketing discipline.

While this checklist addresses copy text, this checklist is also a great addition to any brand book to keep the image and message unified. I use it for discovery meetings, and it helps get the client user-focused. It’s true. Tech founders are nerds and sometimes struggle to communicate. I like to think of it as job security.

1. Goals

First, I set some top-level goals for your copywriting. Not BHAG ones, just a baseline. You’ll want to put this as a non-negotiable in your hiring.

  • Plagiarism-free content
  • Well-researched content – we use Gardner. among other tools. (usually a premium cost)
  • SEO-optimized content – we use Yoast, among other devices. (jump to the bottom to see this post’s SEO)

2. Copywriting Checklist KPIs

There are a lot of KPIs to try and maximize the chance of success in connecting with your reading audience, but these are the ones I use.

  • Correctness
  • Clarity
  • Engagement
  • Delivery
  • Word count
  • Reading time
  • Speaking time
  • Readability
  • Reading level
  • Word length
  • Sentence length
  • Vocabulary
  • Unique words
  • Rare words

PS. We use Grammarly here. 

3. The Copywriting Domain

We need to choose a domain you are in. More importantly, we need to stay in that domain when writing.

  • Academic
  • Business
  • General
  • Casual

We’ve worked across a variety of domains.

4. Your Copywriting Voice

What are you trying to do?

  • Inform
  • Describe
  • Convince
  • Tell A Story

5. Choose Your Audience

How to describe your reader in terms of their grasp of the subject. We don’t want to overwhelm them with technical details they won’t understand.

  • General
  • Knowledgeable
  • Expert

6. Formality

What’s your tone? When copywriting, we’ll want to be consistent across all text. One voice.

  • Informal
  • Neutral
  • Formal

Bonus: What this blog post’s SEO Checklist looks like.

SEO checklist

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