The website copywriting checklist: what to fix before you rewrite a page
Written by Aggée Kimpiab
8+ years of SEO experience. Started out machining steel on the factory floor before moving into SEO. Now works with manufacturers, ecommerce brands, and B2B companies on organic growth. Case studies: Lawton Tubes and a DTC ecommerce brand.
Table of Contents
A full website copywriting rewrite sounds like the job, but most sites don’t need every page touched at once. A handful of pages carry most of the traffic and most of the trust problem, and fixing those first tells you a lot before you commit to rewriting the rest.
Why a full rewrite usually isn’t the first move #
Years of edits, different freelancers, copy pasted from an old template, most sites end up with an inconsistent voice rather than consistently bad copy. The fix isn’t always “rewrite everything,” it’s finding the two or three pages actually costing you trust or conversions and starting there. A full rewrite makes sense once you know what’s broken, not before.
The checklist #
Twelve checks, grouped by page type. Work through the ones that apply to your site, your progress is saved in your browser.
Practical tool
0 / 12 done
Homepage
About page
Service pages
Voice consistency
Every page sounds like it was written by someone different, because it was. I bring it back to one consistent voice, starting with whichever pages are actually costing you trust or conversions, not a page-by-page rewrite of the whole site regardless of need.
See website copywriting services for full-page rewrites, or copywriting services for the wider picture of what’s included.
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