Starting a project with a new client is always an exciting opportunity. To ensure its success, I make it a point to ask the right questions and establish clear guidelines. In this article, I’ll reveal the 15 questions I ask every new client to lay the foundation for a successful collaboration. Let’s begin with the end in mind.
Project Timeline and Deliverables
1. When would you like to get started?
Understanding your desired start date is essential to align our schedules. This question ensures that we can both accommodate each other’s timelines. Sometimes a new client will want to get started immediately, but that is not always feasible. Waiting a week or two to get started is well worth the short amount of time when you consider that your copy will live on your website for years to come. Remember, good marketing takes time.
2. When will you need your copy completed?
Clarifying the copy’s deadline allows me to plan your work accordingly and determine if there is enough time for revisions within that period. It also helps manage your expectations regarding turnaround time.
3. When do you need the project completed?
Differentiating between the copy’s due date and the overall project completion date is crucial. This question ensures that you are aware of the time required for design implementation or other project components after the copy is finalized. If I’m also handling your SEO, I’ll create a separate project completion schedule for it.
Collaboration
4. Have you already found a designer for this project?
It’s rare — though always preferred — to start with copywriting before web design. This allows us to nail down messaging, goals for each page, and create a recommended sitemap which will help the designer do their job. I am very well networked and can always recommend competent, trusted web developers and designers.
5. Will you want me to work directly with your web designer?
This helps me plan my workflow and allocate time for potential coordination. Some clients prefer taht I work closely with their designer to create the ideal website, while others may prefer a more hands-off approach. Often, the web designer has already completed the shell of the website before I have been contacted (again, it’s very common, though not preferred).
6. Who will I be receiving feedback from?
This is important. To avoid confusion and conflicting feedback, it is crucial to identify all stakeholders involved in the project. Requesting a consolidated feedback process ensures that feedback comes as a consensus and enables me to make revisions more efficiently. Sometimes one person gives the final word and a day later an owner or other party has ideas for additional pages, changes in voice, approval of testimonials, and more. Let’s get our approval team established right from the start.
7. Who will be giving the final approval?
Knowing who has the ultimate decision-making authority is essential. This is the person on your team who signs off on the final copy or revision.
Experience and Process
8. Have you worked with a copywriter before?
Understanding your experience with copywriters allows me to gauge your familiarity with the process. For clients who are new to working with copywriters, it presents an opportunity for me to explain the process and guide you through it.
9. Can you provide background information on your business and target audience?
Gaining insights into your business and target audience is crucial for crafting effective copy. Requesting background information helps me understand your industry, values, services, and unique selling points.
10. What are your goals for this copy?
Understanding the client’s objectives for the copy helps you align your writing with their desired outcomes. Whether it’s increasing sales, driving engagement, or building brand awareness, clarifying your goals ensures that I can address the specific needs of your business.
Scope and Expectations
11. What is the scope of the project?
Determining the scope of the project allows me to estimate the time and effort required to deliver high-quality copy. Whether it’s writing website pages, blog posts, or marketing materials, understanding the project’s scope helps me plan my work schedule effectively. I’ll also need to factor in things like research and interviews with staff as well as customers (usually when crafting case studies or gathering testimonials).
12. Do you have any specific style guidelines or brand requirements?
Inquiring about style guidelines or brand requirements ensures that my copy aligns with your desired tone and voice. By adhering to your brand guidelines, I can maintain consistency and reinforce your identity through intentionally composed, brand-specific copy. No style guidelines, no problem. I prefer to use the Associated Press Stylebook (I subscribe to the online version). AP Stylebook is the preferred tool of the trade for most copywriters because of its clarity, adaptability and reputation among journalists and writers of nonfiction (Notice how I didn’t need an Oxford comma after “adaptability” and how nonfiction is not hyphenated? That’s AP Style at work!)
13. Do you have any questions for me?
Any good client interview should include this question. There may be something you need me to know about your business that we didn’t cover. I may have mentioned something that you didn’t quite understand. They say the only bad question is the one that went unasked. Let’s make sure we are 100% on the same page before we begin.
Budget and Getting Started
14. What is your budget for this project?
I always give per-page, per-hour, or per-project rates, depending on what’s involved. It’s important to make sure you have a basic understanding of the scope of the workload and the time needed for me to complete the job. From there, I’ll develop a formal quote and contract before we start.
15. Are you ready to get started?
Let’s get to work! I will send a contract laying out the project and terms for you to sign. I ask for a 50% down payment to begin work on your project and the 50% balance upon delivery of the final copy for all U.S. businesses. 100% down for any business outside the U.S. I accept credit, debit, and ACH payments.
