| A | B | C | D | |
|---|---|---|---|---|
1 | Writing | |||
2 | Grading: array 1 (worst) - 5 (best) | |||
3 | ||||
4 | ||||
5 | Spelling and Grammar | 1 | Copy has more than five spelling and/or multiple grammatical issues | |
6 | 2 | Copy has less than five spelling and/or multiple grammatical issues | ||
7 | 3 | Copy has one issue with spelling and/or a few issues with grammar | ||
8 | 4 | Copy has no spelling errors but some minor grammar issues / concerns | ||
9 | 5 | Copy is spelling error free, grammar is excellent | ||
10 | ||||
11 | Paragraphs | 1 | Very dense paragraphs and no white space between the content and / or just poorly written | |
12 | 2 | Several paragraphs that are tedious to read or complete lack content to create understanding of information presented | ||
13 | 3 | Good use of white space, some longer paragraphs that are clear | ||
14 | 4 | Has a good amount of white space that draws your eye to the next piece of content easily | ||
15 | 5 | Has plenty of white space that draws the eye to specific pieces of valuable content that is easy to read | ||
16 | ||||
17 | Emphasis / Bolding | 1 | No bolding, links or underlining to make content readable or stand out | |
18 | 2 | Very minimal bolding, underlining or emphasis to the content or key messages | ||
19 | 3 | Some of the content is bolded, underlined or highlighted and it includes at least one bulleted list or pull quote | ||
20 | 4 | Good use and combination of bold, underlining, illumination, bullets or pull quotes of content making the page engaging to read | ||
21 | 5 | Use of a combination of a few emphasis methods: bold, underlining, illumination, bullets or pull quotes of content making the page engaging to read | ||
22 | ||||
23 | Headlines / Subheadings | 1 | No headlines to categorize the content, no use of subheadings to break up the content or just too many bad subheaders | |
24 | 2 | One headline to categorize the content that could be improved, no subheadings | ||
25 | 3 | Good use of headline, one subheading but could use another | ||
26 | 4 | Has a well displayed headline and good use of subheadings throughout the page | ||
27 | 5 | On point headline, several subheadings, use of bulleted lists, numbered lists or pull quotes to communicate key pieces of value | ||
28 | ||||
29 | Images | 1 | No images used to convey or emphasis the key message of the page | |
30 | 2 | One image that isn't on point, glyphs used as decoration | ||
31 | 3 | Image/s that relate somewhat to the content, could be better | ||
32 | 4 | Multiple images used that are mostly on point | ||
33 | 5 | Great use of on point, beautiful images or photography that exemplifies the brand | ||
34 | ||||
35 | Tone of Voice | 1 | No distinct tone of voice present, tone of voice is present but does not relate to target audience or just sounds unappealing | |
36 | 2 | Some hints at the desired tone of voice, but but still too irrelevent / unappealing | ||
37 | 3 | Not too bad, but could be improved further from a tone of voice perspective | ||
38 | 4 | Solid tone that would appeal to most readers | ||
39 | 5 | Perfect tone of voice | ||
40 | ||||