The playbook
Website Copywriting: Template and Field Guide
This website copywriting template turns a broad task into a record another person can use. It captures page, reader question, claim, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Compare “We deliver innovative solutions” with a clear statement of the actual service, customer, and expected next step. Follow the promise with scope and evidence. When a claim needs qualification, place that qualification near the claim rather than hiding it in unrelated text.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| page | Record the page associated with this page or interaction record. Use a stable reference so later updates can be matched. |
| reader question | Record the reader question associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| claim | Record the claim associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| evidence | Record the evidence associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| action | Record the action associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with page. Use the same reference throughout the record so notes are not attached to the wrong item. Then state the audience problem and relevant outcome. This establishes the information required before the worksheet becomes a request for action.
Next, support claims with specific evidence and limitations. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as using vague superlatives where customers need concrete detail, rather than a broad instruction to “improve performance.”
Finally, make the next action clear and proportionate. Put replace claims with examples scope and verifiable proof in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Using vague superlatives where customers need concrete detail |
| Action | Replace claims with examples scope and verifiable proof |
| First check | State the audience problem and relevant outcome |
| Follow-up check | Make the next action clear and proportionate |
| Outcome to define | qualified response rate |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If reader question changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified response rate connected to the item so the team can later assess whether the action was useful.
Use realistic content lengths and assets during review. Short placeholder headings can conceal overflow and hierarchy problems that appear with real service names, prices, or instructions. Check the result after the final content is inserted.
Skip the manual steps. Let AgentixHUB run this for every client.
Start now