Stratton Craig
876 pages of copy analysed by AI, from readability to personality
Stratton Craig is a copywriting agency. In a proof of concept on its own website, we used AI to analyse its copy, page by page, for ease of reading, emotion, communication style and personality.
The client
Stratton Craig is a leading full-service copywriting agency. It works across a broad range of sectors, including finance, technology, construction and travel.
The challenge
To show what AI analysis of written content can reveal, and how those insights could add value for a copy agency. We used Stratton Craig’s own website as the test.
What we built
A proof of concept that captured 876 pages of the website and ran five AI analyses: ease of reading, emotion, rational or emotional, communication style and Big 5 personality.
Most analyses covered all 876 pages, and the emotion analysis covered 768. The personality analysis also compared page types and tracked how the writing changed from October 2013 to March 2022.
How it works
We set up scripts to capture the copy from each page and run it through the AI analysis tools. Each page got its own scores, so we could compare case study, insight, sector and service pages.
When two pages scored 7 for ease of reading, we looked into why. An “&” in the copy had stopped the analysis. We fixed the script, ran it again, and both pages scored 4.
What we found
- 100%Every page scored 5 or under for ease of reading, on a scale from 1 (easy) to 10 (hard).
- Over halfOver half of the 768 pages in the emotion analysis showed no detectable emotion. Where one showed, it was usually joy.
- 94%94% of pages read as rational rather than emotional.
- 92%92% of pages are fact-oriented. More than half share the writer’s own experience and opinion.
What it offers an agency
- Back up advice with evidence from a client’s own content.
- Find quick wins that add value for clients.
- Compare channels and, with analytics data, see which emotions, personalities and styles work best over time.
- Match writers to clients by style and personality.
The work
Every page easy to read
Pages by reading score, from 1 (easy) to 10 (hard).
| Score | Pages |
|---|---|
| 1 | 3 |
| 2 | 44 |
| 3 | 429 |
| 4 | 348 |
| 5 | 50 |
| 7 | 2 |
Head over heart
Each square is 1% of the 876 pages. Rational copy leads with facts and logic. Emotional copy leads with relationships and empathy.
| Style | Pages | Share |
|---|---|---|
| Rational | 825 | 94.2% |
| Emotional | 44 | 5.0% |
| Neither | 7 | 0.8% |
Facts first
Share of the 876 pages showing each communication style. A page can show more than one, so the shares add up to more than 100%.
| Style | Pages | Share |
|---|---|---|
| Fact-oriented | 807 | 92% |
| Self-revealing | 513 | 59% |
| Information-seeking | 172 | 20% |
| Action-seeking | 104 | 12% |
A steady personality
Average Big 5 scores, from 0 to 1. They barely differ between case study, insight and sector pages. From 2013 to 2022, the writing became slightly more conscientious and slightly less extrovert.
| Trait | Average score |
|---|---|
| Openness | 0.535 |
| Conscientiousness | 0.553 |
| Extroversion | 0.543 |
| Agreeableness | 0.525 |
| Neuroticism | 0.401 |
Talk to us
Tell us about your business and what you want to change.