Ever since I can remember, the folks at Midas Muffler have famously provided a 21-point checklist to diagnose your car and make sure it’s working properly. This checklist has been modified over the years, of course, but it remains a great tool for Midas because it does three things:
- It shows customers that Midas is thorough in its diagnostic report
- It builds trust with a perceived industry gold standard of what to look for during a car diagnostic visit
- It positions Midas as the brilliant inventor of this fabulous checklist, even if they didn’t invent it!
So, think about using this terrific checklist approach when you offer a Site Audit, which is basically a web content diagnostic report.
Here’s how it works.
All websites have a number of important factors that make them successful when it comes to attracting visitors in Google and other search engines, offering a clear and user-friendly navigation, promising appealing solutions and benefits, standing apart from the competition, and much more.
Think about the websites you visit. Do you sometimes find that you can’t tell where the company’s located, or how to find the product you need? Or how to contact the company? It’s maddening, right?
Well … luckily for us copywriters, most websites need help. That’s why you’re going to have an awesome career as a web copywriter — the need is infinite!
So let’s get back to the Site Audit Checklist.
When you have a “gold standard” list of diagnostic parameters to check each time you’re working for a client … you’ll present yourself as an expert and you can easily find gaps and opportunities for your clients. You won’t overlook anything.
Now, where do you come up with a checklist? You don’t have to. We’ve done it for you!
We call it the “35-Point Usability Checklist” and it’s all about making sure you can masterfully assess what’s working and what’s not on any website.
Here’s what it includes, divided into sections:
Editor’s Note: You can get the Site Audit Checklist and all the instructions on how to use it in Pam’s program Site Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects.
This article was first published by The Professional Writers’ Alliance.