What’s a Copy Audit?
Does Your Website Actually Need one?
Above you see the homepage (hero section) of a web design and digital marketing agency.
In a copy audit, I’d first take apart the hero section. I’d look at whether the agency clearly states what it offers, where it’s located (SEO purposes) and what it promises. Plus, I’d look at the way they use their first call to action (whether they offer something beneficial for the client). Here’s how my copywriting colleague takes on this copy audit herself.
You've got a website. It looks the part. But somehow, the enquiries aren't coming in the way you'd hoped. Visitors land on your pages and then… disappear. Sound familiar?
What’s even worse - you see them coming (you look at Hotjar and check Google Search Console), but they exit without any sign of them coming back.
Before you invest in a redesign or pour money into ads, there's a far more revealing first step: a copy audit.
Copy Audit Explained
A copy audit is a systematic review of the words on your website.
You do not use words to embellish. You use words to sell.
In a copy audit these words are studied in detail and they are checked against prevailing copywriting methods that successfully bring in clients.
What’s Reviewed in a Website Copy Audit?
There are several things that I as a copywriter review when you hire me to perform a website copy audit. I check:
headlines,
the website’s hero section
body copy,
calls to action,
product descriptions,
and everything in between.
A copy audit looks at whether your copy is doing its job: whether it’s clearly communicating what you do, speaking to the right audience, and nudging visitors towards taking action.
Think of it as an MOT for your website's language. You might not know something's wrong until someone checks properly.
Now look here: this below is a small copy improvement that I’ve done for a hotel.
Their copy is correct, but bland.
Every accommodation has a location they must put on their website.
They must say where they are. Why not introduce it somewhat differently? Playfully?
Here below I’ve included a scorecard helping you gauge how your website performs in terms of copy.
Download this scorecard and get clarity about what your websites doesn’t do right.
A thorough copy audit typically covers:
Clarity — Does your homepage immediately tell visitors what you do and who you work with? Visitors decide within seconds whether to stay or leave.
Value proposition — Is it clear why someone should choose you over a competitor? Generic copy that could belong to any business in your industry is a common culprit behind low conversion rates.
Tone and consistency — Does your copy sound like the same brand across every page? Inconsistency can quietly undermine trust.
Calls to action — Are your CTAs specific and persuasive, or do they still say "Contact us" and leave it at that?
Audience alignment — Is the language written for your reader, or is it written for you? There's a difference, and it matters.
Page by page performance — Which pages are doing the heavy lifting, and which ones are letting the side down? (often, it’s the service page that gets the most traffic)
How Does a Copy Audit Actually Work (a Video)?
Seeing is believing. That’s why I’ll share a real-world example of a copy audit in action — in this case, I’m reviewing a UK website selling tea. This is so you can get a feel for the process:
In the video, you'll see exactly the kind of issues that come up time and again on small business websites.
What are the Most Frequent Copy Issues Most Small Business Websites Have?
Most websites owned by small businesses seem to pile up these copywriting mistakes:
unclear messaging (not knowing exactly who to speak to and what kind of language to use)
missed opportunities to reassure visitors (they do not use testimonials)
calls to action that don't quite land (asking visitors to act on content that falls flat, that fails to persuade)
Recognise any of it? You're not alone.
These are the most common website mistakes businesses make.
Let’s look quickly at how you can improve bad copywriting on your website.
Here’s a neat image of some of the suggestions I designed for you to study.
Here’s how you might want to improve bad copywriting on your website.
Why Bother With a Copy Audit Before Anything Else?
Because copying and pasting better-looking design on top of weak copy won't fix the underlying problem. Copy is the engine. Design is the bodywork.
A copy audit gives you a clear picture of what's working, what isn't, and — crucially — why. That means any changes you make afterwards are informed, not guesswork.
It's also far more cost-effective than commissioning new copy across your entire site without knowing where the problems actually are.
Can a Copy Audit Be Extended to Cover SEO?
Yes — and for many UK businesses, it absolutely should be.
Here's the thing: brilliant copy that converts is only half the battle. The other half is making sure people can find you in the first place.
A website copy audit can be extended to include an on-page SEOaudit for a wider, more complete picture.
Why?
Because it's one thing for your website copy to be compelling enough to turn visitors into customers. It's quite another whether those searchers will even find you when they type their query into Google.
First, you must be found. Then, once they land on your page, your copy must do the convincing.
What’s the Benefit of Combining Both Audits (Copy and SEO)?
Combining both audits means you're not just fixing the words — you're making sure the right people are reading them.
With the copy audit, you’re safe that your words meet that particular someone who you want to attract.
With the SEO audit, you’re safe that your content will be found—whether by searchers resorting to search engines or by those who now flock to AI LLMs to get the answers to their problems.
But let’s presume you decided to invest in a copy audit first. Maybe search engines and AI are not something that you’re concerned about now.
What Happens After a Copy Audit?
When you decide to hire me for a copy audit, you’ll receive a detailed breakdown of your website's copy — what's working, what's holding you back, and specific recommendations for improvement. It's practical, not vague. You'll know exactly what needs to change and why.
From there, you can choose to rewrite the copy yourself, work with a copywriter to action the recommendations, or commission a full copywriting package.
Ready to Find Out What Your Website Is Really Saying?
Tralangia offers copy audit services tailored to small businesses and sole traders looking to get more from their website — particularly those targeting the UK market.
Book a website copy audit with Tralangia and get a clear, honest assessment of your website copy, with actionable recommendations you can actually use.
No jargon. No waffle. Just clear feedback that helps your website work harder.
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Mariann Makrai is the founder of Tralangia — a copywriting and SEO consultancy based in Zagreb, working with clients across the UK and beyond.