Conversion Intelligence
The Copy-Value Score, Explained
Most "content quality" tools grade the wrong things — word count, reading level, how many times a keyword appears. None of those is why a page converts or doesn't. A copy-value score measures the one thing that actually matters: does this page answer what a real customer would ask it? This page explains what that means, and why it's the right question.
First, What It Isn't
Not word count. Not keyword density.
A page can be long, grammatically perfect, and stuffed with the right keywords, and still leave a buyer with their actual question unanswered. That page scores well on the usual content tools and poorly where it counts. Length isn't value. Polish isn't value. Keyword coverage isn't value. A page earns its value only by resolving the thing the visitor came to resolve — and if it doesn't, no amount of the other stuff saves it.
What It Measures
Does the page earn the visit it's getting?
Think of the score as answering a single question from the visitor's side of the screen: I arrived here with something I needed to know or decide — did this page give it to me? A high-scoring page names the buyer's real question and answers it clearly, early, and specifically. A low-scoring one talks about itself, buries the answer, or answers a question nobody asked.
You don't need to know the internals to use it — and this page deliberately doesn't get into how the score is computed, because that's not the useful part. The useful part is what a low score tells you to do: find the question your visitor actually had, and make the page answer it. That's it. The score is a mirror, not a machine to reverse-engineer.
Why It Matters
A hypothesis you can act on, not an adjective
In a funnel diagnosis, "the copy is weak" is useless — it's an adjective. "This page scores low on copy value because it opens by describing the company instead of answering the buyer's question" is a hypothesis you can test tomorrow. The score turns a vague feeling that a page is underperforming into a specific, testable claim about why — which is exactly what the hypothesis-first approach to reading a drop-off needs to get moving.
What ARIA Shows You
The grade, and the reason behind it
ARIA scores your key pages on copy value and — in keeping with the whole platform's rule — shows you the reason next to the grade, never a mystery number. A read might come back as:
"Your services page scores low on copy value. The reason isn't length — it's that a visitor arrives asking 'can you solve my specific problem, and what will it cost me?' and the page answers 'here is who we are.' The fix isn't more words; it's leading with their question. Rewrite the opening to answer it, and re-test the page's drop-off."
No composite score with hidden maths. The grade, the reason, and the thing to do next — together, on the page.
When the Cause Is Technical
Where Audry picks up
A copy-value score reads what the page says. If the diagnosis instead points at how the page is built — it's slow, it fails Core Web Vitals, the markup is broken — that's the hands-on technical layer, and it lives with Audry's Site Audit: Core Web Vitals, Explained for Owners. ARIA reads the words; Audry fixes the machine underneath them.
Keep Reading
More in the Conversion Intelligence guide
- Reading a Funnel Drop-Off (Hypothesis-First) — where a low copy-value score becomes a testable hypothesis.
- A/B Testing on a Small Site's Traffic — how to prove a rewrite actually worked.
See your pages' copy-value read
Connect your site and let ARIA score your key pages on the only question that matters — do they answer what a real customer would ask? — with the reason always shown next to the grade.