Content Intake Form

Website, landing pages, ads, and marketing copy – so we can match your voice and sell the right way.

Section 1 — Contact & Identification

1.1 Contact Name *

1.2 Company Name *

1.3 Email Address *

1.4 Phone Number (Optional)

1.5 Website URL (if one exists)

1.6 What content are we creating in this project? *

New website content Website refresh / rewrite Landing page(s) Google / Meta ad copy Email / SMS copy Product descriptions Blog articles / resources Other

Section 2 — Business & Message Priorities

2.1 If a customer only remembered one thing about your business, what should it be? *

Example (service): “We handle everything for your remodel from design to final walk-through.”
Example (e-commerce): “We make clinical-grade supplements simple and accessible.”

2.2 What are the top 3 results or outcomes you want customers to associate with you?

Examples: “Safer home, fewer emergencies, long-term savings” or “Higher energy, better focus, sustainable weight loss.”

2.3 Are there any specific phrases or claims you always use and want us to repeat?

Examples: “Family-owned and operated,” “Serving [City] since 2010,” “Backed by clinical research,” “No long-term contracts.”

2.4 Anything you absolutely do NOT want us to say or promise?

This might include pricing language, guarantees, medical/legal claims, or anything that would feel off-brand or non-compliant.

Section 3 — Voice, Tone & Style

3.1 Write 2–3 example sentences that “sound like you.”

Example (service): “Give us a call and we’ll take care of the rest—no hassle, no hidden fees.”
Example (e-commerce): “Add your favorites to cart and get them delivered in 2–3 business days.”
Example (clinic): “We listen to your story first, then build a plan around your unique needs.”

3.2 Which best describes how you want your content to read? (Check all that apply)

Short, punchy, and direct Clear, simple, and easy to skim Detailed and educational Warm and conversational Formal and professional Technical but approachable Story-driven and emotional

3.3 Are there any specific words, terms, or labels you want us to use often?

Examples: “Clients” vs “patients” vs “customers” vs “members”; “Treatments” vs “services” vs “sessions”; “Shop” vs “Store” vs “Products.”

3.4 Any words, phrases, or styles we should avoid?

Examples: avoid “cheap,” avoid fear-based language, avoid emojis or slang, avoid specific buzzwords.

3.5 Are there websites or examples of writing you like (even from other industries)?

Please list links and what you like about them—tone, structure, product pages, service descriptions, etc.

Section 4 — Page & Structure Guidance

4.1 Homepage / main page priority – what’s the #1 thing you want people to understand within 5 seconds? *

Examples: “We build custom pools in [City] from design to completion.” / “We’re a functional medicine clinic focused on root-cause care.” / “We sell lab-tested wellness products you can trust.”

4.3 What are your primary calls-to-action (CTAs)? *

Call now Request a quote Book an appointment Schedule a consultation Buy now / Add to cart / Shop now Join membership / subscription Fill out a contact form Download a guide / resource Other

4.4 Are there any specific sections or pages that must exist on the site?

Examples for services: Service Areas, Financing, Insurance, Process / How It Works, Team / Providers.
Examples for e-comm: Shipping & Returns, Ingredients / Specs, How to Use, Size Guide, FAQ, Bundles.

4.5 Do you have existing content we should reuse, update, or avoid?

Example: “Keep the current About page tone,” “Rewrite all service pages,” “Use product descriptions but improve headlines and bullets.”

Section 5 — Trust, Proof & Risk Reversal

5.1 Do you have testimonials, reviews, or real customer stories we should reference?

You can describe them here or share links/locations where they live.

5.2 Do you have any certifications, licenses, awards, or credentials we should highlight?

Examples: Licensed, bonded, insured; board-certified; GMP-certified; “Top Rated in [City].”

5.3 Do you offer any guarantees, warranties, or risk-reducing promises?

Examples: 30-day money-back guarantee, lifetime workmanship warranty, free follow-up if issues persist.

5.4 Are there any legal disclaimers or compliance language that must appear in your content?

Examples: healthcare/medical, legal/financial, product safety, franchise or brand guidelines.

5.5 Are there any sensitive topics, claims, or “landmines” we need to be careful about?

Examples: medical outcomes, weight loss claims, income/ROI promises, before/after regulations, restricted phrases.

Section 6 — Story, Values & Final Notes

6.1 Is there a brief founder story, origin story, or “why we started this” that you’d like us to incorporate?

6.2 Are there any core beliefs or values that should come through in the writing?

Examples: “We believe great design should be accessible,” “We believe people deserve transparent pricing.”

6.3 Is there any internal language or terminology your team uses that we should know about?

Examples: names for service tiers, product lines, programs, or processes.

6.4 Anything else we should know before we begin writing?