5 quiz ideas for copywriters to generate high-quality leads
Most copywriters share the same challenge: maintaining a consistent stream of high-quality leads and clients.
So, even though you picked this industry because you love writing, you’re probably spending most of your time doing cold outreach, getting on calls with wrong-fit prospects, keeping up with back-and-forths that end in “We went with someone else” (or no reply), or even onboarding clients who have the smallest budget but expect the world.
That’s frustrating, but the good news is… you can solve all these problems with one quiz!
We’ll show you why it’s so effective and share 5 copywriting quiz ideas to get you started.
Why quiz lead magnets work so well for copywriters and messaging consultants
You can create all kinds of quizzes for your copywriting business, from scorecards to profile quizzes and readiness tests (and more), like “Is Your Message Clear or Confusing?”.
But why does this lead magnet format work so well?
- Attractive freebie – Most copywriters create downloadable PDFs like copywriting checklists, but they’re so overused, generic, and static that their landing pages only convert at 3-10%. Quiz lead magnets, on the other hand, are extremely attractive for your target audience: they’re dynamic, offer a personalized experience, and help them understand their situation. No wonder the landing pages of ScoreApp quizzes convert at a whopping 30-50%!
- Building trust and standing out – Your copywriting quiz will help your audience diagnose a problem or look at something from a different perspective while showcasing your unique tone of voice and approach. So, it’ll position you as a trusted expert and consultant, setting you apart from copywriters selling “words”
- Collecting data – While your questions must always feel engaging for your participants, they can also give you the insights you need, like their biggest pain point, their budget, or what motivates them. So, as well as learning more about your audience and fine-tuning your overall messaging, you can fully understand each individual lead and pre-qualify them
- Personalization – Forget about sending the same PDF and generic email sequence to everyone. When you start with a dynamic copywriting quiz, you get to use your participants’ answers to segment them into groups and nurture them in a tailored way, making them think “It’s like they’re talking about ME”
- Making the right offer – No more finding yourself on calls with time-wasters or pushing the same package to people who don’t need it. Once you’ve nurtured your leads in a personalized way, recommend the best service for each segment or invite them on a 1:1 call with a message referencing their situation
With ScoreApp, you can create a copywriting quiz lead magnet for FREE
Planning the right strategy around your copywriting quiz
Yes, quizzes are some of the most effective lead magnets for copywriters, but you still need the right strategy.
Pick a copywriting quiz topic that’s relevant to your target clients
Don’t make these common mistakes: creating a lead magnet that’s more attractive for other copywriters or that only works as a standalone resource. Your quiz must:
- Be valuable for your specific ideal clients – Who do you enjoy working with? If your copywriting quiz doesn’t feel relevant to them, they won’t take it! So, what do they need support with right now? What’s their current level of awareness? And how can you help them better understand their situation?
- Feed into your goals – What do you want to achieve with this quiz? Maybe you wish to book more calls with pre-qualified prospects or recommend the best package without a call. Either way, your quiz must position your copywriting or consulting services as the logical next step
Depending on what this sweet spot is for you, a quiz format might make more sense than others. For example:
- Top of the funnel: intriguing and low-pressure profile quizzes, like “What’s Your Brand Voice Persona?”
- Middle of the funnel: scorecards to assess each lead’s situation, like “The Messaging Clarity Audit”
- Bottom of the funnel: readiness tests and quizzes to identify the right solution, like “What Copywriting Support Do You Really Need for Your Launch?”
Have a plan for what happens after your copywriting quiz
- Segmentation – How can you divide your new leads into groups? How can you spot your warmest ones? For example, it might be based on their industry, budget, or biggest problem
- Results pages – Include tailored insights and advice that position you as a strategic partner rather than a pair of hands, and add an initial call to action
- Connect your copywriting quiz with the right tools – To turn more leads into paying clients, you must nurture them after your quiz, too. So, connect it with the email marketing platform or CRM you already use (ScoreApp gives you plenty of direct integrations that make this a breeze)
- Set up different nurturing sequences – Personalize them around each segment’s situation (for example, share relevant tips and focus on their biggest problem, the cost and ripple effect it’s having on their business, and how you helped someone who used to be in their shoes). Whenever a new lead completes your copywriting quiz, they’ll start receiving the right email sequence
- Calls to action – Decide how you’re going to convert your leads (for example, by recommending a specific package or inviting them on a complimentary consultation with a personalized message). Either way, you’ll be sharing the right call to action at the right time, not a generic one for EVERYONE. So, get ready to watch your conversions skyrocket!
5 quiz ideas to get leads and clients as a copywriter
Remember: an effective quiz is attractive to your target clients and feeds into your goals and services.
So, consider tailoring these copywriting quiz ideas to really match your situation.
1. “What’s your brand voice & personality?”
Some businesses are still showing up with whatever comes to mind, and while they can tell their marketing feels all over the place, they’re not sure why.
So, this quiz offers them a handy starting point while positioning you as an expert who can advise on overall brand strategy, too.
Why it’s valuable for your target customers: it piques their curiosity and gives them a brand archetype to use as a compass
Follow-up potential: sending different nurturing sequences for each archetype and selling a relevant service (like tone-of-voice guidelines)
2. “Is your copy actually bringing you sales or just sitting pretty?”
When it comes to their written copy and content, your target clients are probably throwing spaghetti at the wall without even knowing how to identify what sticks.
So, this diagnostic-style quiz can act as a free audit.
Depending on your business model, it can be more generic (like analyzing their overall marketing copy) or hyper-specific so that it feeds into your main copywriting offer (like website copy).
Why it’s valuable for your target customers: it gives them clarity, showing them what they’re already doing well, what can be improved, and what to prioritize
Follow-up potential: recommending a different service depending on their score, like a light polish, a more in-depth audit, or a complete rewrite
3. “What type of launch copy do you need?”
Your target clients might already be clear on their launch goals but not on how to get there. They might also feel overwhelmed when comparing copywriters offering different packages.
So, this quiz makes things easier for everyone.
Why it’s valuable for your target customers: it removes overwhelm and decision paralysis, gives them clarity, and shows them you’re not just trying to sell your most expensive package to everyone
Follow-up potential: sending different nurturing emails and launch case studies to each segment, recommending the right package or inviting them on a call to plan a custom one
4. “Are you ready to invest in a messaging strategy?”
Do you often find yourself on calls with prospects who are not in the right place to invest, aren’t committed, or haven’t got the budget?
This quiz lead magnet will save everyone’s time.
Why it’s valuable for your target customers: it helps them assess their situation and make an informed decision while positioning you as a trusted consultant
Follow-up potential: nurturing and educating those who are not quite there yet and offering a complimentary consultation to your hottest leads
5. “What kind of writer do you need right now?”
This quiz is ideal if you run a copywriting agency with a team or are part of a network of writers with different specialties.
Most clients don’t know the difference between ‘content’ and ‘copy’, let alone more specific types of one or the other.
So, they could waste time and money talking to the wrong writers or investing in a counterproductive project. This quiz bypasses that scenario.
Why it’s valuable for your target customers: it removes choice overload, educates them, and helps them make the right decision
Follow-up potential: nurturing each segment with more advice, context, and client stories and recommending the right copywriter or package (like a one-off project or a retainer)
How to create a lead generation quiz for your copywriting business with ScoreApp
You’re only 5 steps away from a quiz funnel that keeps generating and converting leads for you!
- Customize a template (like this message clarity quiz) to match your angle
- Create your quiz questions and results (psst: our AI assistant can help)
- Include your segmentation and scoring logic
- Connect it with your email marketing platform or CRM, setting up personalized nurturing sequences
- Reach more clients by making your new quiz impossible to miss on your copywriting website and promoting it in your marketing
Start now by creating your copywriting quiz with ScoreApp today and for FREE.
