Copywriting + Web Formatting Guide

Required Structure for Web Copy

  • Copy/text provided to Chariot must be in its final form.
    • Edited and approved by all stakeholders unless Chariot is contracted to provide editing services.
  • Format your copy for web use.
    • Copywriting for marketing must include heading hierarchy, calls to action, and anchor text for inline links. Formatting for these ensures the writer, designer, and developer are all aligned on intent. These are also all foundational to copywriting for both search engines and humans.
  • Use Document “Comment” Functions
    • Keep the copy clean. Do not mix comments into the body of your copy. Use “Add Comment” tool for notes in your Google or Word Doc.
  • Separate Docs for Separate Pages
    • Create a separate Google Doc for each website page in the Google Drive folder shared with Chariot. This will help all parties stay organized and track each page individually.

How to Format Web Copy →

Header Tags for Web Copy →

What is Anchor Text + How to Use It →

Do You Know Your Brand Voice? →

Active Voice vs Passive Voice →

Your Project Checklist

Use your Project Checklist for a list of pages planned for your site. This is a living document for tracking:

  • what you have completed
  • what is still needed
  • organizing links to your documents/files

You can find a link to your Project Checklist in your Client Dashboard:

Screenshot of Chariot Dashboard showing a link to the Project Checklist

Basic Web Formatting Example

Note how the heading levels are clearly marked, anchor text for the inline link is in place, and notes are added via “comments.” Heading hierarchy dictates design and also passes information to search engines like Google about your website/page content. Thoughtful structure also eases user experience (UX) when reading.

 

Copy Document Screenshot showing structure, heading tags, and comments

Header Tags for Website Copywriting

Heading tags are fundamental for copywriters when writing for web. They influence UX, web design, web development, and SEO.
Example of active voice and passive voice for copywriting and copy editing as a marketing lesson.

Copywriting Tip: Active vs. Passive Voice

A simple guide to active + passive voice. Sharpen your writing + connect with your audience.

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