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How To Evaluate Text: 6 Mandatory Quality Indicators

Imagine an ordinary working day of a copywriter: he has left a job application, a client has chosen him as a performer. The next thing is – learning the sources, making the plan of an article, writing a lead paragraph, main text and the conclusion. Then – revision and editing and revision again. It would seem that’s all – the work can be submitted to the client. Technically – that’s true.

However, for self-development a copywriter needs to look at his article and evaluate its quality (as a quality of his own work) by a number of important criteria. It might be helpful to pay attention to your weak sides and to note strong sides.

mandatory quality indicators


Before starting your work it’s necessary to ask your client for a few questions about the target audience of the text. Taking their needs and requests into consideration might help copywriter to answer this audience’s questions, to suggest possible solutions for their problems.

It’s necessary to explore the properties of perspective product, it’s functions and possibilities. Accurate selection of the most precise word formulations allows to significantly increase the value and utility of text.

Not correct:
"Our factory – is a full-cycle facility".

"You can bring changes to the project development at almost any production stage".

A famous American designer and technical writer Alan Cooper has made a parallel between competent interface and a well-mannered person in one of his books. This analogy is also applicable for the texts written by copywriters. A good product (and text about it) like a well-mannered person will never restlessly announce it’s advantages. The main attention is focused on the potential client, whose needs it’s going to meet.

Oftentimes, website visitors just want to get acquainted with a product or service. It’s enough to tell about advantages and properties, functions and possibilities of advertised product competently, without any specific terminology.

If there is a high-quality photo attached to the description of a product, a client can make a complete picture of the product himself.

There are often increased demands to articles, posted in blogs. Usually, these articles cover the expert opinion on a specific issue. In such texts there is an equal sign between the concepts of “utility” and “goal”. In accordance with the goals articles can be:

  • Informational;
  • Teaching;
  • Persuading;
  • Motivational.

Usually, the article’s goal is disclosed in it’s title.

The goal of the article “How to distinguish genuine Cuban cigar from fake one” - is to teach reader to distinguish genuine cigars from fake ones.

For the fullest possible disclosure of such specific subject and for the achievement of the goal the available knowledge is not always enough. Therefore it’s necessary to take some time to immersion in the subject, studying and analyzing the material.

Start writing an article only after exploring new, or little-known to a wide range of readers, information.

mandatory quality indicators

Structure and visual perception of text

A goon sign of a logical and coherent material is it’s clear structure. Even if the reader is interested in subject of the article, he will unlikely read it to the end, if it is just a solid canvas of letters. The text of the article should be structured to attract the reader’s attention.

The structure consists of the following elements:

1. Title that reveals the content written.

2. Subheadings focusing the attention on the key points of the text.

3. Lists that facilitate the perception of the text. They simplify the visual perception of the text and structure the information. It is experimentally confirmed that readers "scan" texts before reading. And the presence of lists largely determines the desire to stay on the page and read the article more carefully.

4. Quotes or "attention blocks" in which the copywriter concentrates important or additional information on a subject (these short paragraphs can be entitled with the words "Important", "note", "help").

As a similar techniques that help to pay attention to the key points of the material it can be considered the use of styles (icons, frames), italics or bold.

5. The main text of the article is divided into small paragraphs. A paragraph is a self-contained unit of text, which is almost completely devoted to the specific subject that needs to be disclosed. The paragraph should contain comprehensive information on the issue. Additional structural elements may have SEO-content. The visual aspect is especially important here: it is necessary to add videos and pictures, infographics and screenshots. mandatory quality indicators

Semantic integrity

The meaning of the text crystallizes in the reader's head after reading and assimilation of information. The general concept of semantic integrity — commitment to the goal.

The unity of subject

It is unacceptable to deviate from the topic that is supposed to be disclosed.

Example: the text on "Dry mixes" does not require the description of concrete bulk materials (plaster, sand, etc.).


This criterion assumes full realization of the task set for the author.

Example: an article “What equipment is better to put” should answer the question in the title.

Semantic completeness

After reading the article, there should be a feeling of achieving the goal set for the author.

Texts designed to encourage the reader to reflect usually stand out. In such cases, it is acceptable to use the "open ending" technique and introduce a new idea in the final paragraph.


The reader perceives the text linearly. Drawing up a plan will help to present the material logically. Techniques to help preserve the coherence of the text:

  • transition from general to private and vice versa;
  • question and answer;
  • abidance of order and sequence in the presentation;
  • concretization;
  • opposition;
  • comparison.

mandatory quality indicators


Errors (grammatical, logical, speech) are considered as an annoying and distracting moment. Their presence in the text is a serious obstacle to an adequate understanding of the meaning of the written. They significantly reduce the level of credibility of the site.

Readers often associate the concepts of "literacy" and "competence". Even a simple typo can damage the reputation of the site.

Technical criteria and SEO

Keywords and phrases will be mandatory elements of text in content marketing. These speech elements (and semantic words-synonyms, thematic turns), used in diluted, implicit or hidden ways, perform the following functions in the texts:

  • increase the number of views of the article and its chances of getting into the top;
  • make it easier and more accessible to search for articles in Google and Yandex.

Keywords logically and correctly written in the text speak about the professionalism of the author.

When evaluating the text, the following technical parameters should be taken into account:

  • Uniqueness. It is important for optimization, largely determines the usefulness of the text and speaks about the reputation of the author.
  • “Water content» of the text: the presence of insignificant and meaningless words (particles, unions, etc.).
  • “Nausea” of text: a words density.
  • Spam: determined by the frequency and density of occurrence of significant (key) words.

These technical indicators help to get rid of informational garbage, introductory words and repetitions used out of place — it will increase value and purity of the text.

As a separate paragraph, you can highlight the simplicity and clarity of presentation in SEO-texts. Nicely twisted plot is good only for fiction literature and cinema. So the point of the text should be clear after the first reading. Long phrases and complex sentences will not add popularity to the site. Most likely, a potential client will prefer to look for needed information on other resources.

mandatory quality indicators


The true power of the text is in brevity and maximum information content. The simpler you present your thoughts, the easier it is to convey them to the reader.

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