35 Performance Review Examples of Questions for Copywriters

“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”, said an advertising legend David Ogilvy.

Most business owners want the same – a copywriter who drives conversions, but there’s much work that goes into this – from research and creativity to optimization and communication. How do you make sure your copywriter has all these skills?

Our performance review examples of questions paired with a thoughtful approach to evaluation can help you assess your copywriters and encourage them to improve. Let’s dive right in!

Source: effy.ai

Best practices for conducting a performance review

Only 14% of employees state that the reviews they get inspire them to improve. What’s even more upsetting is that only about 30% consider them fair – and most employees would consider quitting after being assessed unjustly.

So, if you want to keep your talented team of writers and encourage them to improve, it’s high time you adjusted your evaluation methods with our performance review examples and best practices.

Image source: Gallup

Here are the best practices to follow:

1. Specific details and their impact: Descriptive evaluation of incidents that directly impact performance are more understandable and actionable. On the other hand, general statements provoke defensiveness.

2. Thorough preparation: The performance review example questions listed below will help you, but on top of that, you should have the employee’s personnel file, documentation from previous reviews and relevant performance data. Make sure you also give the copywriter time to prepare before the meeting.

3. Tactful, two-way communication: Start with positive feedback to establish a comfortable atmosphere and encourage the standard you want to see. Deliver criticism constructively and allow the employee to voice their perspectives.

4. Follow-up and accountability for continuous improvement: Establish a process that allows everyone to track their progress and stay on track throughout the upcoming months. You could also implement a feedback loop for the time in between performance reviews.

5. Automation with performance review software: Performance evaluation software equips you with centralized data storage, feedback survey templates, automated reminders and performance analytics. It makes the reviewing process streamlined and accessible for everyone.

   35 performance review examples for copywriters by categories

Source: Brafton

These top four skills are just the tip of the copywriting iceberg. We looked at the best copywriting examples and the most sought-after qualities listed in job offers to create this list of seven skills categories every great copywriter should have. Use these performance review examples of questions to assess the quality of work of your copywriters or when sifting through new hires.

Content quality

Copywriting isn’t the kind of job where you can wait around looking for inspiration. Rather, you have to consistently produce work that meets high-quality standards, connects with audiences and maintains the brand’s reputation. You can ask these questions to check how the copywriter ensures their texts are always engaging and credible – but make sure to also read their work.

• How do you ensure that your content is both informative and engaging? How do you balance expert knowledge with the need to capture the reader's attention?

• What tools do you use to make sure your writing is always on point with grammar, spelling, punctuation and style?

• How do you approach editing your own work to ensure it always meets the highest quality standards?

• Do you actively seek out feedback on your copy?

• How do you make sure your copy aligns with a brand’s tone, communication style and audience?

Source: Brafton

Research

Thorough research ensures that the copy is accurate, relevant and informative. It’s impossible to be an expert in everything. That’s why research skills are crucial for copywriters, especially the ones who write on various topics. Recent data and expert insights make texts more compelling and trustworthy.

• How do you stay up to date with industry trends and the latest news in the topics you write about?

• Do you integrate recent, relevant data and statistics into your copy to support your claims and strengthen your credibility?

• Where do you search for customer surveys, market research or user feedback to incorporate into your projects?

• How do you assess the credibility and reliability of the sources you come across?

• Was there a particularly complex or specialized project that you worked on? How did you approach it to ensure your writing’s accuracy, comprehensiveness and clarity?

Creativity

This skill is what makes a copywriter stand out – not just from their human competition but also from AI copywriting and other emerging technologies. A creative mind is what adds that sought-after human touch to writing. It’s essential for crafting copy that leaves a lasting impression on readers and captures their emotions and imagination.

• Can you give examples of using innovative or unconventional ideas to differentiate your content from others?

• How do you balance creativity with adhering to strict brand guidelines?

• Are you familiar with the concept of storytelling? How have you incorporated it into your copy to make it sound more compelling and relatable?

• Have you experimented with other content formats, such as infographics, videos or interactive elements in your campaigns?

• Can you give an example of when you transformed technical or complex information into simple, engaging content?

Communication

Although copywriting is largely associated with an individual working style, communication skills are still vital in this position. Writers frequently have to team up with designers or talk to clients directly. They need to be able to collaborate and present their ideas and technical concepts clearly.

• How effectively do you gather all the necessary information for your projects from team members and clients?

• How do you describe complex or technical concepts in a clear and understandable way to people outside your industry?

• Have you actively engaged in brainstorming sessions or collaborative discussions to refine copywriting ideas and strategies?

• How do you justify your ideas to clients or stakeholders unfamiliar with marketing concepts?

• Have you ever effectively trained a junior copywriter or intern?

Content optimization

You should optimize all online content for readability and skimmability. SEO is particularly important because it drives organic traffic and helps to maximize the copy’s reach and impact.

• How have you adapted your copywriting style and content structure across your career to align with evolving SEO best practices and algorithm changes?

• What tools do you use to optimize copy for search engines to improve organic traffic and visibility?

• Can you naturally integrate relevant keywords into your content while avoiding keyword stuffing?

• Can you give an example of when your optimization efforts helped improve search rankings or increase organic traffic and higher click-through rates?

• How do you balance SEO optimization with the need to maintain high-quality, reader-friendly content?

Attention to detail

Attention to detail is a vital aspect of a copywriter’s skill set, as it allows the production of error-free, professional texts, free of inconsistencies. Readers are bound to notice inaccuracies and mistakes, which negatively impact brand credibility.

• Do you remember an instance when your meticulous proofreading and editing prevented errors or inconsistencies in the final copy?

• How do you ensure that your work is always polished, even when working under tight deadlines?

• What is your process for fact-checking and verifying information to ensure accuracy in your writing?

• Do you actively correct formatting and layout issues that could affect your copy’s readability, presentation and visual consistency?

• How do you handle situations where you or someone else identifies issues in previously published content? How do you correct them?

Source: Indeed

Feedback implementation

Brafton lists “accepting feedback” as one of the top four copywriting skills. Great copywriters can’t get discouraged when their ideas don’t quite hit the mark. Writing for a changing audience in dynamic times means adjusting, editing and rewriting.

• Please give an example where you adapted your writing style based on specific feedback to align your copy more with project objectives or client preferences.

• Can you describe your process for documenting and tracking feedback received on your past projects? How has this improved your work over time?

• Do you actively seek out feedback from past clients and employers?

• How do you react to and handle criticism of work you’re proud of?

• What do you do when you’re asked to make changes that you know can negatively impact SEO or overall quality? Do you prioritize these aspects or the client’s wishes?

Conclusion

The seven copywriting skills we’ve discussed are the pillars of exceptional copywriting. Writers don’t need Shakespearean metaphors or a constant flow of inspiration to write powerful copy that sells. They do need to keep working on their craft and keep up with the changes.

A thoughtful work evaluation helps writers to stay on track and focus on what’s important in their craft. Use our performance review examples of questions to keep those creative juices flowing in your content marketing team. Regular, positive and constructive feedback keeps employees engaged and productive.