What to ask clients for at the start of a copywriting project

Executive overview

Starting a project without the right client data leaves you writing blind. Access to analytics, behavioural tools, surveys, and CRM data lets you write from evidence rather than guesswork.

Ask for everything on this list before your 60-minute scoping call. Not every client will have it all — that gap tells you what research you'll need to do yourself, and what to charge for it.

The more client data you access upfront, the faster and sharper the copy.

Web and sales page projects

• Google Analytics — ask the client to invite you by email
• On-page behaviour tool (Hotjar, FullStory, Crazy Egg) — write in the specific tool
• Testing tool (VWO, Optimizely, Google Experiments)
• Personalization tool (e.g. RightMessage) if in use
• Landing page tool (Leadpages, Unbounce) — for reporting access, not just to write in it
• Results of any five-second tests
• Facebook and social ad performance data — useful even if you're not writing ads
• Website performance reports (month-over-month and year-over-year)

Email and SMS projects

• CRM access (ConvertKit, ActiveCampaign, Marketo, HubSpot) — to review automations, subject line performance, and tagging
• SMS platform access if applicable
• Thank-you page survey results
• Website chat and sales chat transcripts
• Results of customer surveys
• Support email threads or flows
• Website performance reports (what happens on the web affects email strategy)

Shared across project types

• User testing replays (via UserTesting.com or downloaded videos) — qualitative signal on how the market has responded to messaging over time
• Raw and recorded customer interview data
• Results of customer surveys (the one item most copywriters remember to ask for — don't stop there)

Data freshness

• Thank-you page surveys, chat transcripts, and interview data should be no more than six months old
• If a client's survey is two years old, plan to run a new one and price accordingly

When clients don't have the data

• Missing data is not a blocker — it's a scoping signal
• If no on-page behaviour tool exists but you need that data for a web project, add Hotjar setup to the timeline and budget
• External research (Amazon reviews, Reddit, Yelp) is your responsibility — don't ask clients for it
• Price and timeline should reflect the research load you're taking on

Funnels

• Use both columns — web/sales page data and email/SMS data
• Asking for everything is expected; frame it by building trust early (show up on camera, have a visible brand and authority)