[Heather’s note: I originally wrote this post in 2011 and started with 31 questions. Since then, I’ve added 25 more questions you can ask your new SEO writing client, for a total of 56! Enjoy!]
Anybody who is aware of me is aware of that I are inclined to ask lots of questions…
Why? As a result of that’s how I be taught.
Once you’re onboarding a brand new copywriting shopper — whether or not you’re employed for your self or an company — asking a lot of questions is the important thing to success.
Positive, that implies that you’ll be spending an hour (or extra) on the cellphone. However simply as you wouldn’t enter a wedding with no fairly stable “attending to know you” course of, you shouldn’t begin writing with no stable buyer interview beneath your belt.
In any case, how are you going to write particular, action-oriented content material in case you don’t have any detailed data?
Listed here are 56 of my favourite inquiries to ask a brand new copywriting shopper – get pleasure from!
Necessary: Ask these questions after your shopper has signed on the underside line. Though chances are you’ll contact on a few of these matters through the gross sales section, it’s greatest to avoid wasting the “meat” of your questions for the kick-off shopper name.
Can I evaluation your analytics?
Do you may have any buyer persona paperwork? Can I see them?
Can I see stories outlining your search engine optimisation/content material advertising and marketing success thus far?
How can we measure success? Conversions? Web page positions? Social media love?
Which social media platforms are working for you?
What’s your per-page keyphrase technique?
How did you arrive at your keyphrase decisions? Do you give attention to keyphrases with a much bigger search quantity? Or are you extra all in favour of answering questions and concentrating on long-tail searches?
Do you want me to create the technique and analysis the keyphrases?
How vital is it so that you can place for a specific keyphrase? If it’s a aggressive keyphrase, are you ready to spend the time and price range to make this occur — or is that this an unrealistic Google expectation?
What’s the one factor that drives most of your present content material advertising and marketing success?
What instruments/platforms do you employ? (Semrush? BuzzSumo? Moz?)
Advertising and marketing and search engine optimisation questions
Who’s your on-line competitors? Why would you contemplate them competitors?
What’s your distinctive gross sales proposition?
Why ought to a prospect buy from you relatively than your competitors?
What are your organization profit statements?
What content material method has labored previously?
What has not labored?
Do you want your website’s “voice” (the way it reads and sounds)?
If not, what’s an instance of what you would favor?
How do you comply with up with prospects?
How do you comply with up with present shoppers?
Can I see your different advertising and marketing supplies (autoresponder emails, print supplies, and so forth.)?
Are there any keyphrases that you just’re not at present positioning for, and also you wish to acquire a stronger place?
How do you at present promote new content material (Twitter, Fb, LinkedIn, and so forth.)?
Who’s your “good buyer(s)”?
What profit statements are vital to these prospects?
What buyer profile would not be match for your online business?
Can I evaluation your buyer testimonials? (Or higher but, can I chat with just a few of your blissful shoppers?)
Has your organization gained any awards? Can I see the documentation?
What are the most typical questions that customer support solutions? How do they reply them?
Can I speak to your greatest salesperson to get their perspective?
What are the most typical objections to beat?
Has your product/service been featured in a e book, endorsed by a company, and so forth.?
What speedy motion would you like readers to take?
Is there a secondary name to motion?
What’s your largest gross sales “sticking level” proper now?
How will the content material be promoted?
What’s your influencer outreach technique?
Is there something you’ve wished to strive (for example, white papers) however you haven’t had the time?
What content material sorts have been most profitable? FAQ pages? Comparability evaluation posts?
Course of and process questions
Who else will I be working with (for example, an exterior search engine optimisation firm)?
Who’s my important level of contact?
What’s the anticipated content material turnaround time?
Who will evaluation the content material?
How lengthy does content material approval take?
How would you want me to ship you the content material? For example, in a Phrase doc?
How typically would you wish to obtain challenge updates?
How will I do know if the content material is working? Will I’ve continued entry to your analytics?
How is the editorial calendar created, and who’s on the editorial calendar crew?
How typically do you publish new content material?
How typically do you deviate from the editorial calendar?
How typically do “fast turnaround” posts occur?
Do you may have an search engine optimisation type information or any necessities that I can evaluation? (Warning: beware of fashion guides with funky search engine optimisation writing formulation like this and this.)
If there’s no type information, are there any content material construction or wording no-nos? (For instance, not utilizing the phrase “low-cost” within the content material.)
How is the article and web page phrase depend decided? Can weblog posts be completely different lengths, or should all of them be long-form?
Do you may have a content material repurposing technique? If not, would you want one?
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