How to write a copy deck in five easy steps

How to write a copy deck in five easy steps

 

If you’re not sure what a copy deck is, then read this post ‘What is a copy deck?
It isn’t always this easy to put together a copy deck so I thought it might be nice and loving of me to let you all know how I approach the writing of a web copy deck, in five easy steps.

Of course all good web copywriters will have their own process, but this post is more for those unfortunate account service people, producers and clients who are forced to play copywriter when the budget won’t stretch.

Step 1 – Copy platform

At this stage you should only include:

  • A ‘skeleton’ structure with no ‘real’ copy.
  • All pages from site map (and any additional ones that occur to me at this stage).
  • One page for each of the site with signposts for Title tag, Description, Keywords, Headers, Subs, Body copy etc.
  • Bulleted information from existing site.
  • Bulleted information from any documents the client has been kind enough to give you by way of brief.
  • Highlighted questions for the client.
  • Outline of any copy rules (How should the brand name be phrased, are there any TMs or Rs to worry about etc).
  • Outline of general site keywords.

Keep it brief and simple. This stage is about fact finding and getting the everything in the right spot.

Step 2 – The first draft

This draft should include as much as you can write based on the client response to the copy platform. At this stage I usually find myself:

  • Discovering a few new pages I hadn’t thought of.
  • Removing pages when there’s clearly not enough content to justify them.
  • Coming up with much better navigation titles.
  • Writing until my fingers bleed; the more I do in this draft the more the client has to critique (and this is the best way to get answers for all those missing bits.)

I try to encourage my client to send the deck around internally at this stage and get as much feedback as possible.  I also like to send to the copy deck to the coders and designers involved in the project so they have a clearer idea of what’s coming to them later down the track.

Step 3 – The second draft

At this stage page structure should be firming; there really shouldn’t be any more questions and now you can concentrate on:

  • Making the copy sound nicerer.
  • Writing all the unique meta tag information.
  • Checking your keyword saturation through body, headers, etc.
  • Adding body copy hyperlinks to other site pages (clearly labeled to help the coders).
  • Fully proofing copy – using a professional proofreader of course.

Step 4  – The final draft

So you’re nearly there. At this stage it’s usually just a case of:

  • Final tweaks from your client’s boss.
  • Filling out the name of x or the date of y that the client has only just given you.
  • -Abbreviating anything that your designer has asked you to cut down so it fits better.
  • Polishing.
  • Finding those odd, evil little typos.

Step 5  – Review

Hopefully you’ll get the chance to review the copy in the finished website and pick up all those errors that the designers and coders (might) have made.

It’s always worth checking that:

  • Alt tags and meta tags have been implement as you intended.
  • The correct case has been used throughout (designers seem to love capitals).
  • Hyperlinks are in place and go to the correct destination.
  • The copy reads well – something that looks great in Word might be total arse when you see it on the website.
  • You spot any errors or badly written copy and are willing to fix in your own time (and without charge).

Generally most medium site copy decks run from 35 to 45 pages in word (for about 20-25 web pages) and, on average, take me around 40 hours to write (depending on the number of client amends, meetings etc).


What’s your method?

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Kate Toon

  • http://www.katetoon.com katetoon

    Something to bear in mind is that they now recommend that each page of copy should only be around 300 words. Which means EDIT EDIT!!

  • Pingback: How to create Link Bait | Kate Toon

  • http://www.Yogareach.com.au Brook McCarthy

    I’ve never heard of a ‘copy deck’ but useful nonetheless, as always!

    • http://www.katetoon.com katetoon

      I think it’s a bit of an Advertising Agency term, no one in real life uses it!

  • http://www.facebook.com/profile.php?id=692274702 André Azevedo

    funny that of all places in the review phase of this article you have a typo– “Alt tags and meta tags have been implement as you intended.”

    This article is SUPER helpful though. Thanks.

    • http://www.katetoon.com Kate Toon

      Doh! I guess I’m only human, although I do my best to eradicate all errors a few do sneak through. Thanks for spotting and glad you enjoyed the article. Best wishes, Kate

  • Kelvin

    You don’t actually define what is a deck?
    You have to read the whole thing to then guess at a definition.

    • http://www.katetoon.com/ Kate Toon

      Good point Kelvin. I’ll write a blog post that explains what it is and add a link here.
      Thanks very much for commenting.

    • http://www.katetoon.com/ Kate Toon

      Hey Kelvin – I wrote this for you !

      http://www.katetooncopywriter.com.au/what-is-a-copy-deck/

  • Pingback: What is a copy deck? | Kate Toon Copywriter

  • http://raymondduke.com/ Raymond Duke

    This is beautiful, just like the rest of what you do. I’m going to make use of this structure in my new copywriting business.

    Thank you.

    • http://www.katetoon.com/ Kate Toon

      Ah thanks Raymond, that comment kind of made my day :-)

Who is Kate Toon?

Hi, I'm an award-winning SEO copywriter and SEO consultant with over 18 years’ experience. I've worked with big brands such as Westpac, the RTA, Curash and Kmart and helped countless small businesses to produce great content.

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