Content and Copywriting

Definition of done

• The piece does the job in the brief, for the audience in the brief, with one clear call to action
• Every fact, number and claim is accurate and sourced in the working document
• It matches the client's voice and style guide
• It is edited, proofread and formatted for where it will be published
• Search requirements met where relevant (topic, structure, title, description, internal links)
• The client approved it in writing

Quality checklist

Before writing

• Brief confirmed: goal, audience, the one action, format, length, deadline, approver
• You know the reader's problem, what they already believe, and what would change their mind
• Outline or angle approved for long pieces before the full draft
• Sources gathered: client interviews, client data, primary sources

Substance

• Main point in the first two sentences
• Specific over general: real numbers, real examples, real steps
• Every claim can be proven. No guaranteed results, income, savings or approvals
• Customer quotes and testimonials are real and approved by the customer
• Industry rules respected (financial, legal, health and housing content often needs disclaimers or expert review)
• Says something useful that the top search results do not

Style

• Short sentences, plain words, active voice
• Spelling and date format match the client's country
• Headings and short paragraphs so it can be scanned
• No filler phrases, no buzzwords, no hype
• Consistent terms: one name for each product, service and feature

Final edit

• Read aloud once, slowly
• Names, numbers, dates, prices and links checked against the source
• Plagiarism check passed; nothing copied from other sites
• Formatting checked in the real publishing view, not only in the draft

Pre-publish checklist

• Final approved in writing by the named approver
• Title, description and preview text written
• Links tested and pointing to the right pages, with campaign tracking tags where used
• Images have alt text and are licensed
• Required disclaimers present
• Publishing date and time set in the client's zone
• For emails: test sent to two inboxes, checked on mobile, unsubscribe link working, sending list confirmed by the client

Reporting KPIs

KPI	Notes
Pieces delivered on schedule	Against the content calendar
Revision rounds	Within the agreed rounds
Factual errors found after publishing	Zero
Organic traffic to published pieces	At 30, 90 and 180 days
Conversions from content	Leads, sign-ups or sales the piece started or assisted
Email open and click rates	For email copy, compared with the client's average
Ad copy performance	Click-through rate and conversion rate, shared by the ads manager

Access and security rules

• Draft in the client's shared documents or content system, not in personal files.
• Never paste confidential client material, customer data or unpublished financial numbers into an AI tool unless it is an approved business account and the client allowed it in writing.
• AI may help with research and first drafts only if the client allows it. You own every word that ships: check every fact and edit every line.
• Publishing access is used only for approved pieces. Never publish a draft to "test" it on a live site.

Common mistakes

Open the list

• Writing about the client ("we are passionate leaders") instead of the reader's problem.
• Long introductions before the useful part.
• Vague claims with no numbers or proof.
• Copying structure and phrases from a competitor's page.
• Publishing AI drafts with invented facts, quotes or sources.
• One call to action buried at the end of a long page.
• Ignoring the client's legal limits on what can be promised.

Red flags to escalate

Red flag	Level	What to do
Client asks for fake reviews, invented testimonials or made-up statistics	P2	Decline, inform Delivery Lead
Client asks for claims that guarantee results, income, savings or approvals	P2	Offer compliant wording, inform Delivery Lead
Published content contains a wrong price, legal claim or someone's private data	P1	Alert client and Delivery Lead immediately
Content would copy or closely rewrite another company's material	P2	Stop and inform Delivery Lead
Health, legal, financial or housing content without expert review	P3	Request review before publishing

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