Month: February 2025

If you’re like most assurance or accounting firms, you want your website to be a lead-generating asset. That means capturing leads through online search. But that also means your website needs to speak to your audience. A strong SEO strategy combined with clear, effective copy is essential for this. One way to see if your website is achieving these goals is through a website copy audit. 

Let’s jump right into understanding the website copy auditing process and what it means for your firm. 

What is a Website Copy Audit?

A website copy audit is a thorough review of all aspects of your website.

 This includes evaluating the design, layout, usability, and content. The ultimate goal of a web copy audit is to identify any areas that need improvement and make recommendations for improving them. Website copy audits can be conducted by an expert, or you can choose to do it yourself.

Outline Your Audit Goals

When conducting a web copy audit, there are a few key things to keep in mind. First, you’ll want to make sure that you have clear website goals. Think about:

• What is it that you want your website to achieve?
• What metrics do you plan to track?
• What does success look like?

Once you know your goals, you can evaluate all of the different elements of your website. But, it’s important to remember that this type of audit is not a one-time thing. Your website will continue to evolve over time, and so should your review process.

Copywriting Website Audit versus Technical or UX: What is the difference?

There are many aspects of a website to evaluate: how it performs, the design, the layout, and the copy. When it comes to website auditing, there are three major types of audits:

1. Copywriting Audit — A copywriting website audit focuses on your website’s copy and content. This includes assessing the overall tone and voice of the website and the clarity and effectiveness of the copy. The goal of a financial services copywriting audit is to ensure that your website’s copy is helping you achieve your firm’s unique goals.
2. Technical Audit — A technical website audit aims to identify any areas that need improvement from a technical standpoint. On the other hand, a technical website audit focuses on the website’s technical aspects. This includes things like website speed, security, and code quality.
3. UX Audit — A UX website audit focuses on the website’s user experience. This includes assessing things like navigation, design, and overall usability. A UX website audit aims to identify any areas that could be improved to make your website more user-friendly.

If you’re reaching out to a freelance writer for a website audit, then it’s a copywriting audit you’re looking for. 

Signs Your Accounting Firm Needs a Website Copy Audit

Your website is often the first impression potential clients have of your firm, so it’s critical that your copy is clear, compelling, and up-to-date. If your writing feels stale or confusing, it might give the impression that your firm isn’t keeping up with industry changes. 

Plus, if your messaging isn’t aligned with your ideal clients—it can lead to missed opportunities and lower engagement. If potential clients can’t quickly grasp what you do—whether it’s audit, tax planning, or advisory services—they’re less likely to reach out. 

A website copy audit helps pinpoint these issues, ensuring your site reflects your firm’s expertise and appeals directly to the needs of your ideal clients.

How Writing is Evaluated During Your Audit

My clients’ most common question before a website audit is: “What do you look for when you’re reviewing website copy?” As an SEO and financial copywriter, look for several key factors that are especially relevant to financial services firms:

• Is the tone professional and authoritative, suitable for engaging C-suite executives and industry decision-makers?
• Is the language clear, precise, and free of jargon that could confuse potential clients?
• Does the copy clearly communicate your firm’s unique value proposition, such as expertise in niche financial sectors or a strong track record in audit and assurance?
• Is the messaging aligned with your firm’s goals, whether that’s lead generation, client retention, or demonstrating thought leadership?
• Are there any opportunities to make the copy more client-centric, focusing on the needs and pain points of your target audience?

A website copy audit can be expansive or specific, but ultimately, the goal is to make sure your website is clear, convincing, and compelling. 

What’s Next?

Your website copy should do more than just look good—it should be optimized for search engines and tailored to your clients. With a custom website copy audit, I’ll evaluate your content and SEO performance to help your accounting firm rank higher and attract the right leads. 

Let’s make your site work smarter. Book a call today.