One of your tasks is to modify and improve the texts of the websites of your clients. How do you evaluate its quality? Do you use any tool?
There are many websites on the internet with incredible designs, and visually wonderful, but they do not transmit anything.
And I have also found webs without structure, without clear calls to action, and where there is no way to navigate through them, because of the confusion generated by all the information overturned in any way.
Taking into account that a potential client only needs 5 seconds to decide whether to continue navigating to website or leave it, it is essential to work on quality.
And I do not mean just a good design, but it is very well worked with Copywriting techniques, especially on the home page that is the cover letter of a website, that hooks the user’s attention so that they continue reading.
And another point that strikes me a lot is the little that works on many websites the text of “about me” or “about us”. This page is the second one to user visits, who wants to know who is behind a business and company. To build an “about me” copy by mixing the professional and the personal with real photos is fundamental to transmit closeness and confidence to the user.
In terms of tools used, for research prior to the copy I usually use GOOGLE ANALTTICS, as a source of statistics information, or SUMO to analyze the level of the visits of the users that enter the web and the heat maps to see where they click the most
I also use Zoom or Skype for meetings with clients, and of course all the templates with the research forms that I send to get the information I need to write the texts