If you want your website, ads, and emails to do a better job of turning visitors into leads and sales, this checklist is for you. These are the same seven steps I personally follow when writing copy—both for our team here and for our clients.
But first, let’s make sure we’re all speaking the same language…
What Is “Copy” Anyway, and Why Should You Care?
When marketers say “copy,” we’re just talking about the words you use to get your message across. Whether it’s a headline, email, or website content, your copy is what drives action. And better copy means more leads and more sales. Simple as that.
So let’s jump into the seven steps that’ll help you boost the selling power of your marketing.
1. Know Who You’re Talking To
Before you write a single word, get crystal clear on who you’re writing for.
Instead of thinking about a group of people, picture just one ideal customer—your avatar. Think about what they want, what they struggle with, and how they talk.
Then, write like you’re having a one-on-one conversation with them. Your tone should feel natural and relatable—like how you’d talk in person. That doesn’t mean it has to be casual or unprofessional. Just human.
2. Be Clear on What You Want Them To Do
What’s the goal of your message? Before you start writing, decide what action you want your reader to take.
Do you want them to schedule a call? Download something? Make a purchase?
Once you’re clear on the goal—your call to action (CTA)—keep it front and center as you write. Everything you say should lead your reader toward that next step.
3. Lead with What They Want
Your audience isn’t going to act just because you want them to. They’ll act if they see how it benefits them.
So, focus on the outcome they care about. What result will your product or service give them?
Make sure your offer is something they genuinely want—whether it’s a free consultation, a downloadable guide, a special price, or something else that helps them solve their problem.
4. Grab Attention Right Away
People are busy. If your headline doesn’t catch their eye, they’ll scroll on by.
Your headline is the first (and sometimes only) thing they’ll read, so make it count. Lead with the biggest benefit or result they care about. Make them think, “That’s exactly what I need.”
5. Back It Up With Proof
Even if your offer sounds great, your reader may still hesitate. They’re wondering, “Can I trust you?” or “Will this actually work for me?”
That’s why you need proof. This could be:
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Testimonials or reviews
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Endorsements from industry pros
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Mentions in the media
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Awards or certifications
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Security badges (if you’re selling online)
Show them you’re legit, and that others have gotten results from what you do.
6. Make It Easy to Skim
Let’s face it—most people won’t read every word. That’s okay. Your job is to make it easy for skimmers to get the main points quickly.
Break up your text with:
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Subheadings
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Bullet points
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Bold or highlighted phrases
Structure your message so that even a quick glance gives them the essentials.
7. Don’t Bury the CTA
Remember the action you want them to take? Make it really obvious.
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On a webpage, that could mean putting your contact form at the top, adding extra buttons, or making your CTA button more noticeable.
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In an email, that might mean bolding a key link, including the CTA more than once, or adding it again in the P.S.
Think of it like road signs—you want your readers to know exactly where to go next.
What To Do Next
Take a fresh look at your website, emails, ads—any place where your words are doing the heavy lifting. Are you using all 7 steps?
Next time you sit down to write, pull out this checklist and use it as your guide. It’ll help you stay focused and make your message more persuasive.
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