The 5-Point Website Copy Audit Checklist Every PMM Should Run Quarterly

As a product marketing professional, I've learned that one of the most overlooked yet impactful aspects of my role is ensuring our website's copy remains fresh, aligned, and optimized for conversion. In the fast-paced startup world, where products and messaging constantly evolve, it's all too easy for website copy to become outdated, disjointed, or misaligned with our current positioning and priorities.

That's why I make it a point to conduct a thorough website copy audit every quarter. This regular review process helps me identify areas for improvement, ensure consistency across all pages, and ultimately drive better results from our digital marketing efforts.

The 5-Point Website Copy Audit Checklist

Over the years, I've refined my approach to website copy audits, distilling it down to a 5-point checklist that covers the essential elements every PMM should evaluate. Here's how I approach this crucial task:

1. Messaging Alignment

The first step in my audit process is to ensure that the website's copy accurately reflects our current product messaging and positioning. I review every page, scrutinizing the language used to describe our product's features, benefits, and value propositions. If I notice any discrepancies or outdated terminology, I make note of it for revision.

2. Clarity and Readability

Next, I assess the copy's clarity and readability. As a PMM, I understand the importance of communicating complex concepts in a way that resonates with our target audience. I look for instances where the language might be too technical, jargon-heavy, or convoluted, and identify opportunities to simplify and clarify the messaging.

3. Call-to-Action Effectiveness

Effective calls-to-action (CTAs) are the lifeblood of any successful website, guiding visitors toward conversion. During my audit, I evaluate the effectiveness of our CTAs, ensuring they are clear, compelling, and strategically placed throughout the user journey. I also check that they align with our current marketing campaigns and lead generation goals.

4. SEO Optimization

While my primary focus is on the copy itself, I also consider SEO implications during my audit. I review page titles, meta descriptions, header tags, and keyword usage to ensure our website is optimized for search engine visibility and discoverability. After all, even the most compelling copy is useless if our target audience can't find it.

5. Consistency and Brand Voice

Finally, I assess the website's copy for consistency and adherence to our established brand voice. Inconsistent tone, style, or messaging can undermine our credibility and confuse our audience. I look for instances where the copy deviates from our brand guidelines and make notes to bring it back into alignment.

The Ongoing Pursuit of Optimization

By methodically working through this 5-point checklist every quarter, I can identify areas for improvement and ensure our website remains a powerful marketing asset. Of course, the audit is just the first step; the real work comes in implementing the necessary revisions and optimizations.

But that's what I love about being a PMM – the constant pursuit of optimization, the never-ending quest to refine our messaging and maximize our impact. With each quarterly audit, I gain valuable insights that inform our broader product marketing strategy, helping us stay ahead of the curve and deliver a truly exceptional customer experience.