Website Copywriting Brief
About this template
This request template helps website copywriters collect the strategic and practical details needed to plan accurate, on-brand copy. It covers the intended audience, business goals, value proposition, offers, differentiators, voice, required proof points, priority pages, calls to action, SEO inputs, references, approval process, and launch timing.
Who it’s for
- Copywriters preparing a website copy project
- Marketing teams gathering inputs for a website rewrite
- Service businesses clarifying website messaging and page goals
- Agencies collecting client direction before writing website copy
When to use it
- Before writing copy for a new business website
- Before revising core pages such as Home, About, Services, or Contact
- When creating a dedicated landing page for an offer or campaign
- When a team needs to document messaging, approval, and publishing requirements
Customization tips
- Add fields for your preferred copy deliverables, such as page outlines, headline options, or metadata.
- Include an approval deadline when publication timing is fixed.
- Add industry-specific compliance questions for regulated claims or required disclosures.
- Remove page-specific questions that do not apply to your typical website projects.
Preview the template
About Sydnee RequestsInteractive preview — your clients fill this out in their portal on your domain.
Assigned toYour client
Website Copywriting Brief
Your website strategy
Start with the audience and outcomes the new copy should support.
Focus on the audience this website should speak to first.
Tell us what you want visitors to do or understand after visiting the site.
This is the central promise the website should communicate.
Include the offers that matter most for this project.
These details help us create credible, differentiated messaging.
Voice and messaging guardrails
Help us make the copy sound like your business and communicate responsibly.
Select all that fit your brand voice.
Share nuances that will help the writing feel right for your brand.
Examples include certifications, years in business, guarantees, results, locations served, or required disclosures.
This helps us stay aligned with your preferences and any legal or industry constraints.
Page priorities
Tell us which pages matter most and what each key page needs to accomplish.
Select the pages that need copy or a significant rewrite.
Share the main message, visitor action, and any must-have sections for the Home page.
Share the story, people, credentials, and trust-building details to include.
Share the services to feature, key benefits, and information visitors need before inquiring.
Share the preferred contact method, response expectations, and any details to include.
Complete this if a dedicated landing page is part of the work.
Complete this only if you selected Other page or have an additional priority page.
Include preferred button text and the action or destination each call to action should support.
SEO and references
Share search priorities and source material that can inform accurate, on-brand copy.
Include only terms that are genuinely relevant to your audience and services.
Share your current site or the most relevant existing page, if available.
Examples help us understand your preferences; we will not copy another brand's content.
Review and launch
Let us know how feedback and final publication should be handled.
Include everyone who needs to provide feedback or sign off before publication.
Choose the feedback format that works best for your team.
Share your target publication date, if you have one.
Let us know about anything that could affect the copy schedule or publication.
Please upload any brand guidelines, existing copy, service details, research, testimonials, legal language, or other materials that will help.
