Watch This Website Copy Audit — Then Apply It to Yours

Second-guessing your website messaging? 

Today's episode is a little bit different, because instead of me just teaching or doing a solo episode, I’m taking you directly behind the scenes of a real messaging audit. 

You're going to hear how we took her one page website, something she had been second guessing for months, made a few intentional tweaks, but instantly made it feel tighter, cleaner and more aligned with her values. 

When your messaging is clear, you stop overthinking, and you actually feel proud to send people to your website or any piece of content that you're working on, because you know, it reflects who you are and how you serve.

Whether you're a real estate agent, coach, or creative, this real-time audit will open your eyes to:

• Why your hero section might be turning people away
• How to format testimonials for trust and readability
• The headline check that is a must-do for every website
• Make your site feel values-aligned without sacrificing strategy
• Stop overthinking every word and start sounding like you

👀 Want results like this for your own website?
 This kind of feedback is what you get every week inside Copy Clarity Club—my async coaching space where thoughtful entrepreneurs get strategic, encouraging, done-for-you-style copy feedback that actually works.

➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/website-copy-audit-example

Have a question about digital marketing, messaging, or copywriting? Get YOUR questions answered on the show! Submit here → https://forms.gle/9rPT7dtAKQCErzUg6

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Transcript

welcome to the values first Marketing podcast. I'm Megan Kachigan, and I help business owners like you stay in your zone of genius without making marketing feel like a full time job on top of serving your clients, I'm sharing what's working now with simple content systems, copy that elevates your thought leadership and messaging that makes your audience feel seen, not sold to I'm your trusted expert in turning your voice, values and vision into a sustainable marketing system that attracts aligned clients and grows your business in a way that's sustainable, unmistakable and irresistible, all without sacrificing your time, your voice or your peace, you're in the right place. Let's do this. Hey friends, today's episode is a little bit different, because instead of me just teaching or doing a solo episode, I thought, what better way for you to experience and to hear exactly what it's like inside copy clarity club, than to take you directly behind the scenes of a real messaging audit. And you're going to hear how we took her one page website, something she had been second guessing for months, made a few intentional tweaks, but instantly made it feel tighter, cleaner and more aligned with her values. And here's a big takeaway I want you to listen for. When your messaging is clear, you stop overthinking, and you actually feel proud to send people to your website or any piece of content that you're working on, because you know, it reflects who you are and how you serve. So let's dive in. Jessica is going to introduce herself, and then we'll dive right into the audit. So my name is Jessica meganehr, and I'm a local realtor in East and I really have a focus on community connection. My ideal clients are ambitious moms and their families helping them find their house that is their story. So recently, I launched a website, and it is more of a get it done kind of project, so I put all the copy in there, and now it's time to really refine it and get perfect. I figured getting it up there is better than having it sit in the drafts folder for months on end for the perfect edition. So I'm really just looking for some feedback, some first impressions and some improvements that I can make to the website. As I said, I really wanted to put it up in the world. Instead of trying to fit, we get it forever to be perfect. I don't have any data on how it's working so far. Since it's brand new, there's no real metrics. I would love to see, if I change the copy, how those trends change. Right now, I just want to make sure that the messaging feels right, that it's coming off in the way that I intended, and also get some validation and feedback on how it presents itself to another party. And I'm really hoping to gain some clarity and confidence from this audit. All right, I am here taking a look at Jessica's website, and I did just a quick read through before pressing record, just to get a sense of the vibe and kind of what I'm looking at here. And Jessica, I want to say that I can feel your heart in this. I can really feel that you actually, genuinely care about your work, your clients. You're going to attract home buyers that don't want to just feel like another number or a transaction. So overall, I would say the way you write, the way you communicate, like it is a good thing that you are communicating this that is like the feeling that I'm walking away from after just a quick glimpse at your website. So if I just left this website as is, would it do the job? Yeah. I mean, this is not bad at all. I think it's a fantastic first go at a website, and of course, at the same time, with that being said, there are always ways to improve things, things, to test reminders of good practices that we can implement to make it better. So with that, the first thing when it's a website, I am also not only thinking in terms of the copywriting, but also in terms of the SEO as well. So the search engine optimization, how are you being found on Google? How are we also telling Google that you are a credible, trustworthy website that it should show people? So I noticed that in the like tab of the website you have that Mama realtor, which is great because that is your brand. And then you have after that East goldberry real estate agent. I don't know if I'm pronouncing that right. I'm not from Canada, but we're gonna go with it. So that is a great I'm gonna assume that that is your SEO keyword that you want to be found for. It absolutely makes sense. You're location based, and it's exactly what you do. So that is something that I would also want to see in your h1 which is just a fancy way of saying your first headline. So right here it says, Hi, I'm Jessica, the model behind that, Mama, realtor. So I would change that, because they don't care yet about who you are. Who you are comes later, right? Because they don't care about who you are until they know about what you can do for them. That's just how it is in the service based business, right? So I think what you've written is good, and that's really where I got a sense of, like, the vibe, of who you are. You know, I'm a mom of three girls. Is what you write. I probably call it east Glen berry home. Real Estate isn't just a business for me. It's personal. You understand how chaotic life can be. You take a hands on, heart led approach. You're focused on collaboration, clear communications and solutions that fit your real life. I also love that you say that you work with only a select number of families at a time, so that you never just another file on my desk. You get my full attention here to walk with you through transitions and not just transactions. I love that whole thing, all that copy, I think, is really great. It gives exactly a great picture of who you are. I would just move it a little bit further down the page. We don't need that as the first thing. So in that first headline, I would include a headline that is more focused on your client or your person that you are trying to attract. So you could so we want to work in East bloomberry real estate agent. So like, focus, I feel like that's also already kind of in the model realtor like that assumes, I would say, I would say, to assume our family focus with that just brand name, and I know later on you talk about, like you do a networking thing for small business owners, and you also have local parks as well. So maybe, let's say, a community focused East bloomberry real estate agent that helps you buy or sell your home with ease and care. So we're naturally working in that SEO keyword so that Google knows to show you to the people who are looking for you. It tells us what you're focused on. It gives us a sense of your values. You value your community, which is a great value to have as a real estate agent, right? It tells us, without fluff, exactly what you do. You buy, buy or sell homes. It also tells you how you do it, so with ease and care, which are stand out qualities for a real estate agent to have. Okay, so that is my above the whole above the fold update the hero section kind of notes there. That is what I would focus on there. So when I say hero section or above the fold, that just means, like before you have to scroll down to learn more, we need to show them that it's worth them taking the time to scroll down, otherwise they're not right, like they're just going to click away. So right off the bat, before we scroll down, we need to show them that they're in the right spot. You're the right person, and make them want to learn more. Typically, also, we have a call to action button in that hero section as well, which you do. So your buttons just say selling, and then the other one says buying. So it's very clear, like you do both, and that either one is going to give you more information on that. I would maybe just have, maybe a one line transition to those CTA call to action buttons and maybe put a little bit of a benefit in there as well. What benefit do they get by working with you to sell their home? What benefit do they get by working with you to buy their home so it's not just so cold and like staunch like buying on the button called Action copy at same time. Obviously, we don't want it super long, but maybe a phrase or a short sentence, I think could be good rather than just the single word. I mean, keeping it simple is never a bad thing. But it was just kind of like, oh, it just felt more sudden, I guess, to have those there. Okay. So then once I look at the SEO and I look at that first headline to really say, are we bringing in the right people, the next thing that I do for website is the headline check. So that means I'm going to read only the headlines on your website and nothing else. And I want those headlines like they need to carry their weight and do their job, which means, if I read only the headlines, does that tell the ideal person what they need to know and that they're in the right spot. So no one likes when I do this for them, because no one ever passes this test, but that's why I'm here. So here's just the headlines, Hi, I'm Jessica, you're in the right place. If selling your home is more than putting up a sign, every listing gets the following services included, included as part of the listing package. Buying a home is one of life's biggest adventures. Small Business Megan,
let's connect.
Get the local scoop. Okay, there we have. Those were all of the headlines. So if I'm just reading those, and I'm not taking the time to squint at the smaller text, because again, it is likely a mom who's busy on their phone while handling little ones, they need to know very quickly what it is that you offer. And the headlines are the big bold place that lets them know that. So I know in a lot of templates and a lot of copywriting programs and even business coaches, tell you you're in the right place if use that as a headline. And so I think somebody wants to that. So I would agree. We do want a section that tells them if they're in the right place. I just wouldn't use it as the headline for that. So I would give a different headline that, like actually lets them know they're in the right place, and then you can continue on with you're in the right place. If you want to feel hurt, not hust, you're making big moves for your family, and you want those decisions to be smart, not stressful, so on. So a great way to be like, well, then what is the headline? What headline Should I put? I would say, what is the thing that you are always hearing your ideal clients say, if you have transcripts of your calls with them, or just something you know, because you are always talking to this ideal client person, what is that thing that they're always saying or always wondering about? I would address that in that first headline sold to let them know that they are actually in the right place. And then fulfilling your home is more than putting up a sign. So I like that. You go deeper there. I don't love buying a home is one of life's biggest adventures. I mean, obviously I think that's true, but it sounds a little bit too cliche, so I would want to change that one and make it a little bit more you. Or also, again, go back to what are your people always saying, and reflect that back to them, that language back to them in your website. Okay? And then I also browse this on mobile, because, as we know, just in general, more and more users are looking at websites on mobile, on the go, but I think especially for your ideal client, who is a parent of young children, likely the mother who's relating to you as that Mama, realtor, they are busy, so we needed to make it it's all that much more important to make it mobile optimized. We like, as a mom of young children, we do not have time to get on the computer necessarily. Like, unless, like, especially at first glance, I want to know, like, okay, is this worth my time to, like, sit down at the computer and think through more thoughtfully. But like, if I'm just being introduced to your website, to your website and taking a look at it for the you know first glance, I'm kind of cold to you, or maybe I just know you on social or met you at coffee shop, or whatever it is, I want to know right away more about who you are. So the headline check is the best way to do that, because if they don't resonate with the headline, they're not going to read the copy beneath it. So I think your copy is actually really, really good, but the headlines are not clear and punchy enough and resonant enough to make them want to read that other great copy that you have. So I think headlines are the main focus that I would work on, first for this website. And then I noticed there was a blank section on mobile that is showing up. It shows up just fine now that I'm on desktop, but it was like a blank beige section, kind of towards the beginning. So I would say, just take a look at that as well as you're implementing and making updates. And then the last piece I had for you is towards the bottom. You have, like a local small business networking thing, like being a solopreneur can feel lonely sometimes, is what you write. And so it just felt a little bit out of place on this website, because I think the majority of people buying and selling homes are not necessarily solopreneurs. Maybe they could be, but I would probably guess that 90 plus percent of your people are not. And so I would keep the homepage focused on the one goal of real estate, and then just keep, I noticed you have networking in your navigation bar, so I would just keep it under that as a separate page and not on your main page, because we want to keep everything focused towards one CTA and not confuse people like oh, and she also does this. And I also think that could be more specific to when you are in those different networking settings you can share with them that Mama realtor.com/networking or whatever it is, and keeping the homepage focused on the real estate. And then, okay, so then you have almost all the way down to the bottom is your testimonial. So you have what people are saying, wonderful things about you, as they should, and we don't get to it till the very end. I would love to see that way further up the page, maybe even right after you're buying and selling CTA, right below the fold. As soon as you scroll down, I want to know what other people are saying about you, what other people specifically love about you. Does that match what I'm looking for? And then also, just a quick formatting though, these are like a couple sentences long with but it's like 12345, lines of text which I was showing up this one's even more, maybe like 789, lines of text, and it just looks like a block of text. So I would use bold or italics or underline to highlight pieces of those testimonials that are like the real standout phrase, because not everyone is necessarily going to read through the full testimonial. We have to give them a reason to do that. So if the bold makes you know a certain phrase jump out to our eyes, then it's going to encourage us to want to read the whole thing. But right now, this looks like a block of text, and honestly, I didn't even read them. I was like, Okay, that's great. She has a good number of testimonials, but I didn't read them because it just it just it was too hard to read at a quick again, people aren't sitting this down like it's an academic thing that they're studying for. They're reading this quickly on the go while scrolling on their phone. So we need to format it and write it for that person who is like 80 to 90% aren't getting quickly. So we need to write for that person and often. Again, the copywriting is really good. We've got to get the headlines and the formatting to match so that it encourages people to actually read all the wonderful copy that you okay. So that is, I feel like a good start for you. But again, even without making those changes, I already love like reading through. Again, you have wonderful copy. We just need to encourage people to read it with those more catchy headlines, more headlines that like really speak to where they're at and let them know that they're in the right spot right away. It's like you got to serve it to them on a silver platter. Don't make them dig for the gold that is already here. So overall, a really wonderful job, and I can't wait to see how these changes feel for you and what they do for the traffic and your website. Okay, tell me all of the things. How were you feeling listening to the audit. How are you feeling now? What was the process implementing? Like,
Hey, real quick if you are totally drained from posting content that isn't actually bringing in sales or your most ideal clients. I've got something for you. It's called the Why isn't this converting challenge, which is a free five day challenge starting August 11, where I'm showing you the top five simple fixes that get the biggest results from my multi six and seven figure done for you clients, and now you can implement them too, so that you can stop tweaking your copy so many times wondering what is going to finally make it convert. Every day, you're going to get a short, punchy prompt to fix your copy in just five minutes so your content finally clicks with the right people. I'm also giving you before and after examples across a few different industries to make it super easy for you. By the end of the challenge, you'll be writing copy that makes strangers stop scrolling and say, This is exactly what I need. Head to the link in show notes, or head over to my Instagram link in bio to join the whys of this converting challenge for free. You're gonna want in on this. All right, back to the episode.
So it was really reassuring of what you kind of told me, because I think I had a lot of those feelings. I just didn't know how to kind of put it into practice. So a little bit of a backstory. I paid someone to do my website, but due to the cost constraints, I couldn't build out a full website, so we did a one pager. And that's kind of why it was like, Okay, on one page. And I liked how it, like, turned out in overall, but I had those same feelings of, like, this is a lot of information that doesn't necessarily jive, so getting the feedback of like, hey, maybe breaking this out into a separate page was really helpful. So I'm glad she gave me the backbone of what I call on my website. So I kind of built it arms and legs and made it about you page. I made a page about, like, my community connections, and another one about, like, my community perks and networking. So that was really good, and I think it's helpful, because now when I want to tell people about those things, I can just send the link to like that, Mum, realtor.com/parts, and then they're not getting things that don't pertain to them. We're curious if you've shared it with anybody, even just like your mastermind community, or potential clients with the mastermind community and just great feedback. Like, they didn't really say anything else before I did your audit. Someone else did take a look at it, and they kind that said the same things. And, like, look at the headlines. No one's gonna really read the copy in detail. Just see what happens when you skim. And I know I was really focusing on, like, if I get the words phrases just right, and then I realized no one goes to the website and goes word by word, hmm. It's kind of like that quick scroll so that was very helpful. Of like, you don't have to have every word perfect all the time. It's just the kind of general overview the headlines. What's above the fold? Those are the things that matter.
Yeah, yeah, totally. Did you get a chance to, like, make any changes? Or you're like, Okay, now I know what I'm gonna do. No, I
did everything that you said to do. So it's all implemented because I knew that we'd have this review call, so I didn't want to not do my homework. As soon as I got the audit, we I went in, made out the changes and a little more too.
Yay. Okay, good. I'm coming. I'm bringing it up right now. Real estate for real life, helping you navigate big changes with confidence and peace of mind. Yes, yeah. I love that. It speaks to how they want to feel, the confidence and peace of mind that you're speaking to real life. You get it. I
keep flip flopping. I'm like, No, I need to say it a different way, and I'll leave it for a day and switch it. I'm like, no one cares, Jessica. They just need to know who you are. It's okay. Yeah,
I know we're always hardest on ourselves, and it's so easy to overthink things, and sometimes it's nice to know, yes, this is good. Let's be done with it for now. I think it's gonna do its job. I'm still scrolling through and I'm just like, Yeah, this is so much better. It feels so much tighter, cleaner to be in if I was your ideal client. So
I know you had mentioned some things about putting the SEO keywords for my area, and I tried, and it didn't feel right, and I was struggling with it. And then I was talking to someone else in the area, and our market is oversaturated with realtors. In Toronto alone, there's over 100,000 and so she said, You know what? Don't worry so much about the SEO keywords. The odds that someone is going to just organically find you through a Google search is rather low. Let them find you through like your networking or social media and make sure the copy lands with your ideal client, not necessarily.
Obviously, we don't want to sacrifice the quality of the headline and the copy just to try and stuff a keyword in there. You already have it in in your like, your title so and okay with
the way it is now, yeah, okay. I think it's a good balance between the copy and like, the location is remote, like you say, it doesn't need to be Jessica's realtor. Because I've seen a lot of realtors websites. When I went back to go over your audit, I looked at a lot of them, and I was like, I'm just not getting the feel. I feel like you're trying to put the keywords to make Google find you, and just, I'm not loving this website. Yeah, you can
tell that they're doing it for the keywords, not because it's actually, yeah, cool, good. And I feel like that kind of goes with your brand of like you are really for your people and the clients that work with you. And it's not just, I mean, obviously it's a business, but it's not just about being in business, but like, you actually really care about your people and like, by making the user experience on your like, your user experience on the website is also reflecting that, yeah, it's more than just a transaction. Yeah, yeah, you are making these marketing decisions in alignment with your values. And that is, again, I think, just going to make people know right away. Of like, especially real estate, especially buying your first home, people want someone that they can trust. I mean, in general, that's just the vibe of 2025 I feel like, but even more so for you know, for a lot of people, this is the biggest purchase you know, they're ever gonna make. So
and realtors do get a bad rap sometimes justly, so, like, there's a lot of slime halls out there. So people want to make sure they're steering clear of falling into like, a sales draft or something like that. If you had to describe the experience of the audit in like, one word or one phrase or one sentence, how would you summarize it? It was really affirming. So it was like I said before, I knew the website wasn't perfect. It wasn't hitting what it should, but I didn't know what or how to fix it so, but you saying those things, was kind of like, yes, you're right, yeah, that's how we do it. It's like, you know, but
you can't quite maybe put your finger on it until someone says it and you're like, oh, yeah, duh. Okay, awesome. Well, I am so glad to hear that that the changes were kind of easy. How long did it take you to update that website? It
was
not long at all, maybe a day or so, there were multiple renditions of like, the coffee and this and that and the flip flop. But overall, like, it's not challenging at all,
yeah,
some of those key few tweaks that don't take super long can really make all the difference. So good. Well, I am so excited for you to move forward be able to confidently share your website with
your people. Awesome. Thank you very much for the audit. It was very helpful. All right, there you have it. If you are listening and thinking, that's exactly what I need, someone to help me see what is working, what's missing, and how to actually move forward in a way that makes sense. This is exactly what we do inside copy clarity club. It's my async coaching space where you can submit your own content every single week, sales pages, email sequences, social posts, whatever you are working on, and get custom feedback that is strategic, encouraging and actually grounded in your voice and your goals. No more second guessing, no more ghosting your content calendar or your email list, and definitely no more overthinking or doing it alone. You can learn more and join us at MeganKachigan.com/ccc or head to the show notes for the link for copy clarity club.