You’ve written the headline, filled in the body, maybe thrown in a CTA and hit publish. Done, right?
Not quite.
If you’re writing your own website copy or marketing content—especially without a professional copywriter in your corner—this checklist is your quality control. It’s what separates words on a page from words that persuade, convert, and actually drive business.
This isn’t a fluff list. It’s built from years of copywriting experience working with clients who thought their copy was “good enough”—until we fixed it and doubled their conversions.
Use this step-by-step checklist before you publish any copy. Because DIY shouldn’t mean low-impact.
✅ 1. Does Your Headline Hook and Hold?
Checklist:
- Does it promise a clear benefit?
- Does it create curiosity or tension?
- Does it use power words or vivid language?
- Does it pass the blink test (can it stop a scroll in under 3 seconds)?
Quick Fix Tip: Rewrite your headline at least 5 times. Great copywriters rarely go with their first draft.
Example:
- Weak: “Our Services”
- Stronger: “Grow Faster with Conversion-Focused Web Copy”
✅ 2. Is Your Opening Line Working Hard Enough?
Checklist:
- Does it connect with a pain point or emotional trigger?
- Does it pull the reader deeper with intrigue or empathy?
- Is it short, bold, and benefit-oriented?
Quick Fix Tip: Use the first line to echo your reader’s mental dialogue. Start where they already are.
✅ 3. Have You Named the Reader’s Problem Clearly?
Checklist:
- Are you describing a real-world problem your audience feels daily?
- Are you using their language, not yours?
- Did you avoid generic phrases like “we understand your challenges”?
Quick Fix Tip: If it sounds like it could apply to any audience, it’s not specific enough. Say what hurts—in their words.
✅ 4. Are You Selling a Transformation (Not Just a Service)?
Checklist:
- Do you describe the before and after?
- Are you showing outcomes, not features?
- Is there emotional payoff? (confidence, relief, pride)
Quick Fix Tip: Ask: what’s different in their life after they work with you or buy this?
✅ 5. Is the Copy Skimmable Yet Sticky?
Checklist:
- Does it use headers, bullets, and short paragraphs?
- Are there power phrases that stop the eye?
- Do you use white space like a weapon?
Quick Fix Tip: Use the 1-2-3 punch method: 1 sentence hook 2-line insight 3-line expansion
Repeat.
✅ 6. Did You Back Claims with Proof?
Checklist:
- Do you have testimonials, stats, or specific results?
- Have you shown social proof, trust badges, or recognizable clients?
- Are vague claims (“we’re the best”) replaced with credibility?
Quick Fix Tip: Any line that feels like marketing fluff should be followed by “Prove it.”
✅ 7. Is There Only ONE Clear Call to Action?
Checklist:
- Is your CTA obvious, direct, and repeated?
- Is it tied to an emotional benefit?
- Are you using active voice? (e.g. “Start Your Trial,” not “Click Here”)
Quick Fix Tip: If you have more than one CTA per page, choose the one that drives the main conversion goal.
✅ 8. Have You Edited for Voice and Tone Alignment?
Checklist:
- Does the copy sound like you (or your brand)?
- Is it too formal or too casual for your audience?
- Is the tone consistent throughout?
Quick Fix Tip: Read your copy out loud. If it feels stiff or robotic, rewrite it like you’re talking to one real person.
✅ 9. Are You Writing to a Single Reader?
Checklist:
- Is your language focused on “you” not “we”?
- Are you solving one person’s problem—not writing for a crowd?
- Is it clear who this is for (and not for)?
Quick Fix Tip: Picture your favorite client, prospect, or reader. Write directly to them.
✅ 10. Did You Eliminate Word Fluff and Bloat?
Checklist:
- Did you cut filler like “very,” “really,” and “actually”?
- Are all sentences necessary?
- Are you using strong verbs and concrete nouns?
Quick Fix Tip: Pretend every word costs you money. Keep the copy tight.
✅ 11. Does It Pass the 5-Second Test?
Checklist:
- Can someone unfamiliar with your brand glance at the page and understand:
- What you do
- Who it’s for
- What action to take
Quick Fix Tip: Ask a friend (not in your industry) to look at your page for 5 seconds and tell you what it’s about.
✅ 12. Have You Strategically Used Keywords (Without Killing Flow)?
Checklist:
- Have you included 1–2 primary keywords in your headline and subheads?
- Are secondary keywords sprinkled naturally?
- Did you avoid keyword stuffing or awkward phrasing?
Quick Fix Tip: Write for humans first, then double-check with a keyword checklist before publishing.
✅ 13. Is the Copy Built Around a Real Strategy?
Checklist:
- Does the copy align with your business goals?
- Is it part of a funnel, sequence, or conversion path?
- Are you guiding them to the next step?
Quick Fix Tip: If it reads like a blog post but it’s supposed to sell, revise with intent. Every word must move them forward.
✅ 14. Did You Stress-Test It on Mobile?
Checklist:
- Does the page read cleanly on mobile?
- Are buttons tappable, not tiny?
- Is the most important info above the fold?
Quick Fix Tip: Check your site in private browsing mode on your phone. If you have to squint or scroll endlessly, reformat.
✅ 15. Are You Proud to Publish This?
Checklist:
- Would you send this to your most important prospect?
- Does it represent the quality of your brand?
- Did you go beyond “good enough”?
Quick Fix Tip: If you’re unsure, it’s not done. Let it rest, then re-read with fresh eyes.
Final Thoughts: DIY Doesn’t Mean Amateur
You don’t need to be a professional copywriter to write effective, powerful copy. But you do need to think like one. That’s what this checklist gives you.
Every element here—voice, clarity, emotion, proof, structure—is what makes the difference between a page that gets ignored and one that converts.
Print this checklist. Bookmark it. Make it your pre-publish ritual.
Because words don’t just fill space.
They fill bank accounts, too.
