Check List – Website Copy Evaluation

[Client Name]

GENERAL and NAV

Page names and URLs match each other and the nav buttons

Navigation is simple, intuitive and friendly

Nav options number 8 or fewer

Nav buttons are of appropriate length

Nav includes key “requisite” top-level pages

About

Doctors

Insurance

Patient Resources

FAQ

Contact

Nav includes pages that need to be covered for this business (services, conditions)

Nav contains all subpages

Site’s architecture is limited to two levels or is simple despite more than two levels

Pages are kept discrete (don’t split or share purpose or content)

Free from HIPAA violations

HEADER & FOOTER

Header includes phone number and call to action

Footer is reasonable in size and purpose

Footer excludes unnecessary content (blog teasers, etc.)

HOME PAGE – HERO

Free from slideshow

Free from pop-up windows

Headline is clear, strong and compelling (and speaks to the prospect’s needs)

Has marketing-based body copy

Copy is “you”-oriented more than “us”-oriented

Copy is well-written

It is entirely clear what this business is and does…and why it matters

Has clear, compelling call to action (button or form)

The overall marketing case is made effectively “above the fold”

HOME PAGE – Post-Hero

Is displayed in modern responsive, sectional format

Has sufficient content, number of sections

Has the sections (topics) that need to be covered

Sections link to appropriate subpages

Sections are of appropriate length

Subheads are benefit-driven, clear and compelling

Sections (as appropo) have clear, compelling calls to action (button to target page).

Teaser boxes have content – Not just a topic with picture

Buttons are specific, action-oriented, and not identical to one another

SUBPAGES

Has benefit-driven, search-oriented marketing headlines (not a simple descriptor)

Copy is of sufficient length

Copy is more promotional than informational

Copy is “you”-oriented more than “us”-oriented

Copy is well-written and communicates brand and differentiation

Copy is broken up with subheads (which are benefit- and search-oriented)

Copy serves its subhead; not incongruous

Copy is unique (not found elsewhere on this site or any other)

Includes a clear, specific call to action with phone number

Page content matches promise made by page name, headline, etc.

Section-head pages’ body copy includes links to subpages (with compelling content)