5 Signs it's Time to Refresh Your Website Copy
I have some bad news! Your website copy is never finished. I know, I know. It's enough to make you want to scream.
I launched my new website in January, and I've already spotted a MILLION things I want to change.
But here's the thing. We learn. We evolve. We change. And our audience changes too. If we want to stay relevant and keep doing what we love, we have to keep rollin'.
So here are 5 signs it’s time to refresh your website copy.
5 Signs it's Time to Refresh Your Website Copy
1.️ It's been more than a year since you last updated it
A year on the internet is about 20 years in real life. It’s crazy how something that sounded cool a few months ago just doesn't fly anymore.
Has it been more than 12 months since you last looked at your copy? It’s time to open up your website and ask yourself some questions:
Am I using outdated language?
Does my brand voice need refining?
Are my SEO keywords still relevant?
Am I showing all the value I provide?
Does the format of my copy still read well?
Does my portfolio showcase my latest (and best) work?
Have I received better testimonials since I last updated them?
2. You’re now targeting a different audience
Are you targeting a different group of people? Or have you niched down? That’s great news! It means you’re refining your business. But it also means you’ll need to refresh your website copy.
Effective website copywriting talks directly to a specific kind of person, i.e. your ideal client. If your copy is directed to your previous audience, your website won't be reaching your new one.
An example? I started out as a generalist copywriter – I wrote for everyone. And you know the saying – if you’re speaking to everyone, you’re speaking to no one.
I now write for creatives. So when I niched down, I had to change all my copy to make sure I resonated with my new community. Hassle? Kinda. But now I know I’m reaching the right people.
3. You've diversified your service offering
Are you offering a new photography package? Or heading in a different direction? You want your copy to communicate the key messages in your business. And your new service is definitely one of them.
Unfortunately, it’s not as simple as just adding your new package to your service page. You need to reflect your offering on other pages too.
This is what happened to me. My old copy was focused on copywriting, so when I decided to go into brand strategy, I updated my Home page and About page to show that I’m a brand copywriter who knows brand strategy.
As I mentioned before, it’s a bit of a hassle, but the upside? You have fresh copy you can use for content.
4. You're about to embark on an advertising campaign
Paid advertising usually drives people to a landing page on your website with a specific call to action. But what if your readers decide to stay and stalk?
If your website copy lacks credibility there’ll be a disconnect between your ad and your general offering. Your audience won’t be convinced and close the window. Goodbye, lead!
You want your copy to match the promise in your ad. And besides, it’s another chance for you to promote yourself.
Thinking of advertising? Get your copy sorted before you spend your hard-earned dollars and miss the mark.
5. You or your business have evolved
One thing is for sure, we're always learning. All that knowledge we accumulate deepens our understanding of our brand, and the more we know, the better our copy can be!
Gone through some major learning moments? Your copy needs to reflect that. Show your audience your value with insightful copy that’s relevant, up-to-date and on-brand.
Good luck!