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How to write a killer copywriting questionnaire

copywriting questionnaire
By Nicholas Edwards. Last Updated September 18, 2023

As a copywriter, you know how to turn words into magic. But that’s only half the battle. Understanding exactly what your clients need is often far more complicated. This is where a copywriting questionnaire can help. 

In this article, we’ll explain: 

  • Why you need a well-crafted copywriting questionnaire
  • What questions to include in your questionnaire
  • The best way to gather the information you need from your client

So, why do I need a copywriting client questionnaire?

When a new client engages you, they have a specific outcome in mind. They know exactly what they want the copy to look like. They know exactly what they want it to achieve. But you, on the other hand, have no real idea who they are and what they want. 

This is why a copywriting questionnaire is so important. By asking the right questions, you can gather all the information you need to deliver on your client’s goals, allowing you to: 

  • Get to the heart of who your client is
  • Understand their brand, its target audience, and how you can connect the two
  • Align expectations from the start
  • Define the project scope
  • Understand the technical specifications of the project

Starting a copywriting project without fully understanding your client’s needs is like flying blind. You’ll be left second-guessing what they need. And if you fail to guess correctly, you’ll end up spending countless hours trying to fix issues. This isn’t a great look if you want to work with the client again.

What questions should I be asking in a copywriting client questionnaire?

The better your questionnaire, the better your ability to deliver an outstanding copywriting service. In this section, we’ll run through some key questions to ask, covering your client’s business, brand, and the copywriting brief itself.

About your business

Every business is unique. Understanding what your client does, who their target market is, and what differentiates them from competitors is the first step to writing compelling copy. Here are some key questions to ask: 

  • What is your company’s name?
  • What product or service does your company offer?
  • How do these products or services solve the challenges customers face?
  • What is your primary value proposition?
  • Who is your target audience? What customer segments do you target?
  • What is your website URL?

About your brand

Copywriting is all about tone of voice. Clients can be extremely particular when it comes to the type of language they want to represent their brand — and rightly so. Brand TOVs are often honed over many years. They explain how to reflect the brand’s personality in words. To nail it, you’ll need to ask these questions: 

  • How would you describe your brand’s tone of voice?
  • What emotions do you want your brand to inspire?
  • Do you have a style guide or brand guidelines? 
  • What differentiates your brand from your competitors?
  • Are there any particular words or phrases you want to avoid or include?

About the copywriting brief

Now we know who the client is and what defines their brand, it’s time to look at the scope of the project. What exactly does the client need? The more information you get here, the better equipped you’ll be to write persuasive copy. Here are some key questions to ask:

  • What type of writing do you need? (E.g: web copy, sales email, landing page, newsletter, social post, paid ad)
  • What is the aim of this copywriting project? (E.g: to generate leads, convert sales, or create hype)
  • Who is the target audience? What stage are they at in the buyer journey? 
  • When and where will it be published/used?
  • What metrics will you use to measure the success of this project?

Technical specifications

Often, clients have a specific set of requirements for their copy, covering things like SEO, formatting, and images. This is where you get all the information you need. In cases where the client hasn’t thought about these details yet, these questions will force them to.

  • Do you have a word or character limit?
  • Are there any SEO keywords you want me to target?
  • Do you need help with SEO keyword research?
  • Will the copy be used alongside any images, graphics, or video?
  • Do you have any other formatting or technical requirements?

How should I collect the information I need?

So now you know how to write a great copywriting questionnaire. But as the clients pile up, how do you keep track of the information you need? In this section, we’ll look at some options for gathering client info — and whether or not they’re the right choice for you.


Email has been the go-to form of communication between businesses and clients for decades. In most cases, it’s how the two first make contact. But is it the best way to gather project-related information? The short answer is no

While email is fine for one-off messages, it’s not ideal for back-and-forth exchanges. Gathering information can take time. It can involve repeated reminders or requests. Before you know it, you’ll be sorting through an endless email thread to find that attachment you need. 


Tools such as Excel or Google Sheets can be an effective way to store information, particularly large data sets. That said, they aren’t the most user-friendly option. 

Spreadsheets often look messy. They can be overwhelming for those not used to them. What’s more, basic functionality like attaching files can be a hassle. So if you’re looking to offer a slick client experience, you may want to look elsewhere. 

Shared documents

Google docs are a good option for gathering information in theory. But in practice, the process of asking and answering follow-up questions can lead to documents becoming messy. There are also some limitations on the types of files that you can upload. 

From your side, the more clients you onboard using Google docs, the more you’ll have to sift through Google Drive folders. This can be a messy and confusing process. As a result, information can easily get lost.

Google Forms

Typically used for conducting surveys, Google Forms is a free tool that allows you to quickly capture answers to questions. While it might seem like an ideal tool on the surface, there are some drawbacks. 

First, Google Forms requires users to complete the form in one go. If they want to answer some questions at a later stage, they can’t. From your side, there’s no obvious way to request further information, comment on replies, or send reminders. 

Collect the information you need faster with Content Snare

As you can see, without a dedicated system for collecting client data, resources, and content, things can get pretty messy. This is where Content Snare can help. 

Content Snare is designed to simplify the process of collecting information, ensuring that you and your clients are always on the same page. Instead of messy email threads, lost attachments, and cobbled-together spreadsheets, you have everything you need in one place. 

Here are just some of the ways that Content Snare can help you capture the information you need to streamline the copywriting process:

  • Create intuitive, personalised surveys: Our surveys are fully customisable, allowing you to add personal messages and branding. 
  • Capture information in a range of formats: Clients can input text, numbers, or select options from a list of values. They can easily upload a range of documents and files, too.
  • Automated reminders: Once your survey is with the client, you can set up automatic reminders to ensure that you get the information you need on time. 
  • Approvals and rejections: You can approve, reject, or request client information with a simple click. No need for back-and-forth emails.  
  • Discussions: If your clients get stuck or need assistance during the process, you can ask and answer client questions directly in Content Snare. 
  • Questionnaire templates: Access a growing library of ready-made questionnaire templates, including one for copywriting. Get the information you need faster. 
  • Intuitive dashboards: Track progress across your clients at a glance. See what information is outstanding, and give clients a nudge if needed.
  • Revolutionise the client experience: Content Snare provides a slick, intuitive way to interact with clients. 

Get the information you need faster with our copywriting client questionnaire

Take the hassle out of information collection, while providing a superior customer experience. Sign up to Content Snare to access our copywriting questionnaire.

Start your trial here


Nicholas Edwards

Nicholas Edwards is a content writer from the UK.