Copywriting Questionnaire Template: The Ultimate Guide to Creating One

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Using a copywriting questionnaire lets you start a copywriting project on the right foot. By asking questions that get to the heart of what it is that clients really want to communicate with their audience, you can create a clear vision of what the end product should look like.

The result? Copy that drives conversions, transforms products into must-haves, and creates a lasting impression.

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What is a Copywriting Questionnaire?

A copywriting questionnaire is a set of questions that freelance copywriters use to gather information from their clients about their business, target audience, and goals for the project. The questionnaire helps you gain a deeper understanding of the client’s needs and preferences, providing the information necessary to create effective copy that resonates with their customers.

Why Do You Need a Copywriting Client Questionnaire?

If you’re considering using a copywriting questionnaire for your next project, here are several benefits you should be aware of:

Provides A Framework To Work Within

Have you ever found yourself going in circles with your copywriting, unsure of where to start or how to structure your content? It’s a frustrating feeling, and it can lead to endless revisions and a lot of guesswork.

By using a copywriting questionnaire, you’re providing yourself with a clear and structured framework to work within. The questionnaire prompts you to consider important factors such as the target market, tone, and style of the copy. You’ll know exactly what you need to include in your copy, and how to structure it for maximum impact.

This ensures that you’re on the same page as your client from the outset, and can lead to a more streamlined and efficient copywriting process after interviewing your client.

Allows You To Communicate Your Value

The questionnaire provides an opportunity for you to steer the conversation toward how you can provide value for your client. It allows you to ask them about their pain points and what’s not working for them, so you can write persuasive copy that truly speaks to their needs.

When you deliver on your promise and provide copy that solves your client’s problems, their perceived value of your services will grow. Suddenly, you’re not just a copywriter – you’re a solution provider who has helped them achieve their goals. And that’s when your copywriting service becomes priceless.

Helps You Identify The Right Copywriting Clients

As a copywriter, it’s natural to want to attract as many premium clients as possible and earn as much as you can from your efforts. But sometimes, the best thing you can do is to say “no” to a potential client. Rejecting clients may sound counterintuitive, but in reality, it can be the key to a successful, sustainable copywriting career.

If you’re constantly taking on clients who don’t align with your values, expertise, or niche, you may find yourself feeling burned out, frustrated, or unfulfilled. A great copywriting questionnaire allows you to gain valuable insight into whether a potential client is a good fit for your skills and expertise, providing the foundation for a successful, satisfying working relationship.

Provides Reference

By having all of the key information about the client’s business, product or service, target audience, and goals in one place, you can refer back to the questionnaire at any time to ensure that they are on track.

This helps to ensure that the copy is consistent and aligned with the client’s vision and reduces the risk of miscommunication or misunderstandings.

Questions You Need to Ask Your Copywriting Clients

Here are some examples of questions you need to include in your copywriting client questionnaire. Choose a few questions you feel are relevant to the project and customize them to fit the situation.

Project Objectives and Target Audience

It’s crucial to first understand the project’s objectives and the intended audience before you start work with a new client. This involves identifying the desired reader action and tailoring the copy to their interests, preferences, and pain points.

  • What specific action do you want your customers to take after reading the copy?
  • What are the pain points or problems your clients are facing that your product/service can solve?
  • How does your product/service differ from those of your competitors?
  • What are the most common objections or barriers to purchase that your target market might have?
  • Are there any specific cultural or social factors that you need to consider when writing for your customers?
  • Describe a few primary emotional benefits that may resonate with your clients
  • How do your customers typically consume content (e.g. online, print, social media)?

Branding and Unique Value Proposition

Understanding the client’s brand and unique selling proposition (USP) helps you create copy that reflects their personality and highlights what sets their product/service apart from competitors.

  • What are your brand’s core values and personality traits?
  • How do you want your brand to be perceived by your target customers?
  • What are the key benefits of your product/service that differentiate it from others in the market?
  • What is your brand’s mission statement?
  • Are there any specific features or characteristics of your product/service that are particularly important to highlight in the copy?
  • What is your company’s primary value proposition?
  • What is the history of your brand or product/service, and how can this be leveraged in the copy?

Tone and Writing Style 

Inconsistencies in tone or writing style can create a jarring experience for potential clients. Tailoring the language, structure, and formatting of the copy to fit the company’s brand and target audience often leads to more effective marketing campaigns.

  • How should the copy make the reader feel?
  • What specific emotions or reactions do you want to elicit from the reader?
  • How can the tone and writing style be adapted to appeal to different segments of your target customers?
  • What type of language or vocabulary should be used (e.g. technical jargon, colloquial language, etc.)?
  • Should the copy be more focused on features or benefits?
  • What type of formatting or structure should the copy have?

Keywords and Main Message

To understand the theme of the copy and create copy that is focused and effective in conveying the desired message to the reader, consider asking these questions:

  • Are there any industry-specific keywords or phrases that should be included in the copy?
  • What is the main benefit that the reader will receive from the product/service?
  • How can the copy convey a sense of urgency or scarcity to the target customer?
  • Should the copy focus on a specific aspect of the product/service (e.g. quality, affordability, convenience)?
  • What is the key takeaway or main point that you want the reader to remember?
  • What is the overall message or theme that the copy should convey?

Copywriting Examples, Preferences, and Branding Guidelines

Understanding the client’s types of copy they like or dislike — and any specific preferences they may have — can help meet their expectations and ensure they’re satisfied with the final product.

  • Are there any specific competitors whose copy you like or dislike?
  • What are your favorite brands and why?
  • What type of writing style do you prefer?
  • Are there any visual elements that should be included in the copy (e.g. images, videos, infographics)?
  • How would you describe your brand’s personality or voice?
  • What are your preferred channels for distributing the copy?

Product or Service Features and Benefits

By having a thorough understanding of the client’s product or offering, you can craft copy that effectively communicates its benefits, differentiators, and features. It also allows you to anticipate potential objections or questions that the target customers may have and address them proactively in the copy.

  • How can the features of the product/service be framed as benefits for the reader?
  • What are the most important features or benefits of the product/service?
  • How does the product/service solve a specific problem or pain point for the reader?
  • How can the features or benefits be highlighted in a way that resonates with the reader?
  • How can the features or benefits be compared or contrasted with those of competitors?
  • Are there any key statistics or data points that should be included in the copy?

Copywriting Project Logistics and Project Scope

Understand the logistics of the project, including the timeline, budget, and approval process, as well as any legal or regulatory guidelines that must be followed.

  • What is the deadline for the project?
  • What is the budget for the project?
  • Who will be the primary point of contact for the project?
  • What is the approval process for the copy?
  • Are there any legal or regulatory guidelines that the copy must comply with?
  • How will the success of the copy be measured?

Final Thoughts: Creating a Copywriting Questionnaire Template

By using a copywriting client questionnaire to understand your client’s needs and deliver high-quality copy that speaks to those needs, you’re demonstrating your expertise and commitment to delivering results. This can lead to long-term relationships with satisfied copywriting clients who see the value in your services and are willing to pay a premium for them.

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