Copywriter and QAE Responsibilities

Below are a list of steps the Copywriter and QAE should take when editing AI-created content.

Once in site Copywriter will complete the following.

Create backup in HWP “Pre_Copywriting_Kim_Collmann_CW”
Verify content is related to page and AI did not hallucinate
e.g. stump removal page indicates they do stump grinding and it was not on the questionnaire. This is an example of how AI might make things up.
Arrange pages in correct order using the questionnaire.
Reviews section if present on account.
Fill out motivating factors
H1 titles for home and internal pages (core pages)
Verify primary and secondary CTAs
Request form if it is part of the CTAs
Copywriter
Completes form on hero
QAE
Updates the button in the header and video
Updates the form on the request page
If virtual QAE replaces form on request page
Create links throughout the site
Create Callouts
Create Video script
Fill in footer with appropriate fields
e.g.: address vs. service area, hours, etc.
Create backup in HWP “Post_Content_Editing_Your_Name_CW before sending to build.
Internal product/service pages side bar. See detailed training
Testimonials if requested, Copywriter searches online if no link is present. Verify NOB, address and contact name if used in any of the testimonials.
Vertical navigation See detailed training
Links to CTA on home page intro paragraph and intro as well as closing paragraphs on internal pages.
Primary CTA can be used but using a general CTA is acceptable.
e.g. "contact us" rather than "call us."

Once in site QAE will complete the following:

Reference the following pages when editing:
Common things to look for https://my.websites.hibu.com/preview/6aa68f5a04544595a03ec5f09ad024ac
Editing internal page sections https://my.websites.hibu.com/preview/6aa68f5a04544595a03ec5f09ad024ac
Editing single copy blocks https://my.websites.hibu.com/preview/6aa68f5a04544595a03ec5f09ad024ac
Editing for skim reading https://my.websites.hibu.com/preview/6aa68f5a04544595a03ec5f09ad024ac
Check for ampersands in headlines and copy — In the headlines, be consistent. In the copy, try to avoid "&" if possible. In the meta, it doesn't matter if it mixes and matches (again, NOB being the exception).”
Request form if it is part of the CTAs
Copywriter
Completes form on hero
QAE
Updates the button in the header and video
Updates the form on the request page
If virtual QAE replaces form on request page
Add missing information in Yext:
Holiday hours
Additional payments not in Yext are added to the about page as a bulleted text box.
If the Product/Services field in the questionnaire and Yext are blank use website internal pages in Yext.
Facebook URL if missing in Yext.
QA - Create meta using meta tool
The home page follows current rules:
NOB without Inc, LLC, etc.
What does your business do? – general business products/services.
Provide additional business details – should be the 3 motivating factors from the content menu in HWP and the area they service or located in.
Leave tone of voice as is
Vertical pipes can be removed from the meta descriptions
Verify the content written is relevant to the page content
https://my.websites.hibu.com/preview/6aa68f5a04544595a03ec5f09ad024ac
Ensure Home Page Title follows current Hibu best practices for formatting.
Location/Hybrid Title Tag: Core Business Keyword (or phrase) | NOB | City, ST
Service-Based Title Tag: Core Business Keyword (or phrase) | NOB | Geo Area
Ensure the GEO is added and/or correct for each title tag (city, state/service area per QAF 624).
Replace redundant or irrelevant keywords in title tags with appropriate ones.
Remove the phone number from all Title and Description fields.
Remove pipes from the Description fields.
Ensure any extensions (Inc, LLC, etc.) are removed from the NOB in all fields.
Ensure spelling and grammar are correct for titles and descriptions.
If you are editing a title tag, make sure it’s within the 55-character limit.
A Meta Description of over 155 characters is no longer an error.

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