5 signs your website copy needs a refresh
Most small business owners would agree that it’s essential to have a website for your brand. Your website really is the shop window for your business and it needs to look, feel and sound professional. If your website content doesn’t instantly engage and connect with your audience, they’ll most likely click on something else instead. If your website copy hasn’t had a refresh in a while, here are 5 signs that it might be in need of a revamp …
1. It doesn’t reflect your brand
Does the copy on your website reflect your brand and sound like you? Has your business changed direction and the copy you currently have doesn’t reflect that? Our businesses are constantly changing and evolving as we learn more about our ideal client and if your website hasn’t been updated in a while, chances are it doesn’t reflect your brand values. Try to think of your website as a constantly evolving document, it should be regularly tweaked and updated to stay current. There’s nothing worse than potential customers heading to your site and being presented with out-of-date information. It looks unprofessional and it’s likely to mean they’ll go elsewhere.
2. It doesn’t set you apart from the crowd
Does your current website content highlight what makes you and your brand unique? Does it connect with your ideal client and make it clear to them how you’re going to solve the problems they’re having in the here and now? Does it make it obvious why they should choose you? If the answer is no, it’s definitely time to give your website copy a thorough overhaul.
3. It’s not bringing in leads
If your analytics are telling you that you’re getting a decent amount of traffic to your site but you’re not generating leads, chances are your website copy is to blame. Your website is a sales platform for your business and, if it’s not hitting the mark with potential customers, you need to ask yourself why. There’s a reason potential customers are bouncing away from your site without taking action and that reason could well be poorly written copy. If you think this could be the case for you, revisit the copy on your landing pages and your CTA’s, to see where your copy is falling short.
4. You’re not proud of it
Are you happy to send potential customers to check our your website? Or does the thought make you cringe? It sounds obvious, but if you’re not proud of your website, something is seriously wrong. Think about it. The first thing potential customers are going to do when they’re interested in doing business with you is go and check out your website. Customers expect your website to be of a certain standard and, when they realise that it isn’t, this is likely to impact their view of your brand in a negative way. It puts a question mark in their minds (why is your website content so dire?) and unfortunately, it just makes you look less credible. Having a well written website helps to build trust with your customer base and it places your brand in a positive light. Fact.
5. There’s not enough text
This is a common error on lots of websites I see, there simply isn’t enough copy on the page to give the reader all the information they need before they decide to buy. Having less than 250 words on a page is a big no-no from an SEO perspective too, remember Google loves longer form copy (although don’t go too far the other way as long-winded copy will put people off too). I usually aim for something between 250 and 500 words on each page of website copy I’m producing.
Need some help?
If you need a hand creating website copy that really hits the mark, drop me an email to see how I can help you to create bespoke copy for your website or take a look at my Services page to find out more about my new Website Copy Audit service. You can also book in for one of my Content Clarity Calls which will provide you with all the tools you need to get started.