Website Client Questionnaire

CopywritingLet’s start a conversation

Writing content for websites is not unlike going on a blind date. It’s important to build up a rapport and understanding as quickly as possible.

The best way to do this is by asking questions; the alternative is a lot of awkward silence.

Please try answer as many of these questions as possible, if not all! 

Building websites and populating them with content is a collaborative process and requires client involvement at all stages, so please tell me a bit about you and your business.

Once you have completed this please cut and paste a copy and email it to me at Mark the subject as New Website Copy and the name of your business/URL.

Company Contact
Address Email
City, St, Zip/Postcode Phone#
Phone# Are there other decision makers? Please specify.
Website address – or desired Domain(s)



About your business

Please give a brief overview of the company, what you do, sell and/or produce?

What is the purpose of the site?

This section covers the general purpose and goal of the site.

Please put an X next to the planned for outcomes that apply to you.

The site is designed to:

  • Explain products and services
  • Bring in new clients
  • Provide customers with information on a certain subject
  • Deliver news or a calendar of events
  • Carry a blog that addresses specific topics/interests
  • Sell a product/products online
  • Provide support for current clients

Is this site already online? Or is there a time frame or deadline to get this site online? (If there’s a specific deadline, please state why.)

Target market

Who will visit this site? Describe potential clients. Young, old, demographics, interests etc.

Why should visitors do business with you rather than with a competitor?

What problem are you solving for them?

What action(s) should the user perform when visiting your site?

People who visit this site should be moved to do something. Please, put an X next to those actions that apply to you.

  • Call
  • Fill out a contact form
  • Fill out a quote form
  • Sign up for a mailing list
  • Search for information
  • Purchase a product(s)/service(s)


  1. In three seconds, describe what your business offers?
  2. Why do people need what you are offering?
  3. What needs do you believe you are fulfilling?
  4. The goal of a home page is to encourage people to dig deeper into the website. Can you, therefore, describe two or three calls-to-action that should drive people to different aspects of what you are selling?
  5. What do you offer that can’t be found elsewhere?
  6. Can you list all the sections/pages you think that you’ll need (see below)?
  7. How will customers benefit from your content, products, and/or services?
  8. What message do you want to get across?:
    1. Do you want to inform prospects about the full range of services to gain additional sales?
    2. Do you want to inform prospects about what makes you different?
    3. Do you want to persuade prospects to change their brand loyalty to your firm?
  9. What tone of voice do you want to convey with the words?
  10. Who are you (NB people tend to buy people, they don’t buy agencies)?
  11. How do you work (NB what makes it easy for clients and gives them peace of mind)?
  12. What is your unique selling proposition?
  13. What is the benefit of using you over any other similar business?
  14. What is your competitive edge that would persuade clients to choose them over anyone else?
  15. Do you have any testimonials from happy clients?
  16. Have you won any awards?
  17. What are the Products/Services you offer?
  18. What are the benefits of each of these?
  19. What can be said about each of these that will inspire a good first impression?
  20. How is your site different from your competitor sites?
  21. Do you have any testimonials from happy clients?
  22. Will/do you have landing pages that speak to specific subjects?
  23. Will/do you have pictures that help tell your story?

The Individual Pages

(Samples below are just an example to get you started, please fill this section out as completely as you feel able.)

Page Content Notes
Contact Us
About Us


Do you already have any written content?

Do you have images/photographs prepared for these pages?

What are the websites of your closest competition?

Please include at least 3 links to sites of your competition. What do you like and don’t like about them? What would you like to be done differently or better?

What websites have content you like?

Along with putting down the site address, please comment on what you like about each site’s content, eg style of writing, the tone of voice etc. These do not have to have anything to do with your business but could have features of which you approve. Please include at least three examples.

What are the Keywords people use to find you?

If someone is searching for your product/service, what types of search terms (single words or phrases) might they use?

Please list all the possible search terms you can think of.

Once you have completed this please cut and paste a copy and email it to me at Mark the subject as New Website Copy and the name of your business/URL.


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