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Copywriter Runbook

June 5, 2023 |

TLDR What’s being automated

  • New Copy when requested
  • Revised Copy when requested
  • SEO: H1, Meta Tag, Meta Description, CTA

Where to see within the vendor dashboard

When a website has automation it will be visible within the Vendor Dashboard under the Site Page models – per page.

  • read-only view in Vendor Dashboard 
  • SEO generated always
  • New/Rewrite copy generated when requested

Steps for completing copywriting when automation is present.

Cell Coloring Key: Always | Sometimes | Never

Task

Description

Instructions

Time Est. (Mins)

WDS Only

WDS + MS Bundle

Customer Requirement Check

 
  • Open up the vendor dashboard

  • Click through pages that need content extraction to understand what is needed

10-15

   

Keyword Research

research best keywords to use based on customer details provided

no action for copy team

0

   

Research on the Copy Page

when writing or rewriting copy this is research on business specifics to write the best copy

no action for copy team

0

Automated

Automated

Meta Descriptions

summarizes a page’s content and presents that to users in the search results.

no action for copy team

0

Automated

Automated

Meta Title

also known as a title tag, refers to the text that is displayed on search engine result pages and browser tabs to indicate the topic of a webpag

no action for copy team

0

Automated

Automated

H1 & H2

H1 = Main keywords and subject matter, what the overall post/page is about
H2 = Sections to break up content, using similar keywords to the H1 tag

no action for copy team

0

Automated

Automated

CTAs

the next step or the action that the website owner wants the website viewer to take

no action for copy team

0

Automated

Automated

New Copywriting

Generating new copy based on customer provided details about their brand/business/goals

no action for copy team

0

Automated

Automated

Polish/Rewrite/Expand Content

taking customer existing content and rewriting it to be more unified and SEO friendly

no action for copy team

0

Automated

Automated

ALT Text for 4-5 Images

also known as “alt attribute” and “alt description,” is an HTML attribute applied to image tags to provide a text alternative for search engines

no action for copy team

Note: This is not done as part of the initial build. For customers that qualify there is a seperate ticket generated for this work item

0

   

Hero Cluster – Home Page

The statement positioned at the top of a web page, typically the homepage and presented in a prominent font, conveys information about the business/website.

Write a hero cluster for the home page using the “Basic” section of the consultation in the vendor dashboard

Pass content created to website designer

Hero Cluster contains:

  • webpage tagline

  • potentially the h1 title

  • brief phrase that explains the website purpose or key service they are known for

  • Call to action

15

   

Content Extractions (if C1 Provided)

extracting content from images, PDF, current website.

Depending on what was provided extract the content and copy over information for the website designer

varies on content type, apprx 10

In only rare cases, when needed

In only rare cases, when needed

Language Tool Check & Corrections

Using tools (e.g.: Grammarly) to identify spelling, grammar, & plagiarism

Run copy, that is provided by the customer as is or that copy team has created, through the preferred tool for grammar/spelling check etc

2/pg

Only on customer copy not AI new or AI rewrite/polish

Only on customer copy not rewritten

Check AI-Generated Content

reviewing the pages that have AI generated content to ensure that content is good. “Good” is defined by no “Exceptions for Polish” existing within the AI-generated copy.

Click into page within vendor dash

Look for AI Exceptions listed in “Exceptions for Polish” below

If Exception is found, adjust/remove as needed

3-5/pg

When AI copy exists

When AI copy exists

Polish AI-Generated Content

we would adjust the AI copy to be more suitable to the customer brand/business/expectation (RARE Exception)

Exceptions for Polish (for Rewrite or New Copy)

  • Copy does not include something the customer specifical requests

  • Copy is offensive containing slang/hate language

  • Copy has weird characters and letters that do not make sense

  • Copy makes specific claims that were not requested by the customer

  • AI added names to copy that are not provided by the customer

  • AI wrote testimonials

  • Copy is not at all related to the customer’s business

  • A sentence is left incomplete

  • Does not include the requested CTA

  • AI adds product names/services that are not represented in the customer’s information

Not an exception for polish:

  • CW does not like sentence composition

  • CW does not like the overall copy but does not breach the above

If an exception is present:

  • add label “AICWFIX

  • Remove or adjust content based on copy needs and only when exception is present

  • Notate specific details on what adjustments were made in the comments section of the vendor-copywriter Jira ticket. Each page with an exception should be identified and documented.

:info:

AI Copy Exception

  • Page {NAME}:

    • Issue: {Add detail of issue}

    • Action: {What action did you take}

  • Page {NAME}:

    • Issue: {Add detail of issue}

    • Action: {What action did you take}

Time to adjust:

5-7/pg to adjust/remove

In only rare cases, when needed

In only rare cases, when needed

Steps for completing Yoast SEO setup

Page Title and Meta Description are added to the Yoast section for each page. To complete the SEO setup, complete the following steps:

  • Click on Edit for each page
  • Confirm the Page Title and Meta Description are present
  • Following the Page Title, add the Separator and Site Title variables
  • Complete any other page specific tasks (add Featured Image, etc.)
  • Publish page
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