You’ve probably heard the old adage, “If it ain’t broke, don’t fix it.”
And, well, that’s only sort of true.
Your website is like a car. It could be running perfectly well, getting you to where you need to go with no weird sounds or lights on the dashboard. And yet, you still change your oil, switch your transmission fluid, and replace your tires every so often.
It’s much easier to perform simple maintenance than to drive your car into the ground until all you’re left with is a useless heap of rust and bolts.
When it comes to website copy, the saying should be: “If it ain’t broke, that’s great, but still update it regularly so that it doesn’t diminish over time.” It’s less catchy but more accurate.
Signs It’s Time for a Website Copy Refresh
Sometimes, you’ll notice signs that your website copy is due for an update.
Higher bounce rates could indicate that visitors aren’t finding what they’re looking for, and low conversion rates may also point to ineffective or irrelevant messaging.
A decreasing click-through rate is a sign that your SEO strategy is not performing as it should, meaning that you’re due for a copy refresh (and likely an updated keyword strategy for good measure).
Psst—The Brand Brew ® can help you with both of those points, with our copywriting service and our SEO keyword strategy!
Inaccurate content is a glaring indication that your copy needs revamping, so be on the lookout for old product descriptions, outdated details, incorrect contact information, or broken links.
And let’s not forget branding! If your brand messaging is outdated and your website copy no longer reflects your brand voice or values, a refresh can help restore alignment and make your site resonate with your target audience.
Other times, however, these signs will be nearly imperceptible.
In an ideal world, you update your website copy before any of these symptoms start to show—this requires you to be either very in-tune with the intricate goings-on of your brand and audience, or it requires you to simply integrate regular copy reviews into your schedule so you can catch these problems before they become problems in the first place.
Benefits of Updating Your Website Copy
1. SEO Saviour
As we well know, search engines favour fresh, high-quality content that aligns with current search trends. Old copy often lacks this alignment, which can harm visibility in search results.
Updating your content with current SEO practices and keywords keeps your website competitive and discoverable, so you can funnel more traffic to your website than ever before.
2. Ultimate User Experience
Few things can make potential buyers click the back button quicker than clunky, stale copy.
Outdated information or irrelevant language can frustrate visitors, leading to higher bounce rates and lower engagement. A copy refresh not only makes content more engaging but also demonstrates to visitors that your brand is active and attentive to their needs.
3. Boosted Brand Alignment
Your brand’s goals, values, and audience can evolve over time, and your website copy should reflect these changes.
Regular website copy updates align your website’s messaging with your most accurate brand, helping to build trust and authenticity.
4. Conquer Your Competition
One thing is for sure—your competitors aren’t waiting around twiddling their thumbs.
Regularly updated website copy is an excellent way to differentiate you from your competitors. It signals that your brand is active and invested in providing value, keeping you top-of-mind with potential clients.
Website Copy Update Best Practices
We’ve covered the “what” and the “why”—now, let’s focus on the “how”!
Get Ready with a Review
Remember, this is a copy update. There’s no need to start entirely from scratch!
Begin by taking a look at your current website copy, considering where it hits the mark and where it falls flat. Assess your website’s performance and take stock of both your successes and your areas for improvement, so you can keep these elements in mind when you make your changes.
The goal is to address the areas of your website copy that need to be revitalized, not to mess with the elements that are already a smashing success.
On to Optimization
SEO is an ever-evolving organism, and it ought to be a focal point in your website copy update.
Incorporating relevant keywords is essential, but readability and user intent should be equally prioritized. The goal is to use your copy to speak to interested buyers and search engines alike—it can be a bit of a tightrope walk, but it’s not out of reach!
Time to Test!
Once you’ve made changes to your copy, be sure to test how those changes impact metrics like bounce rate, time on site, and conversions.
In fact, regular check-ins on these metrics are exactly how you can keep your finger on the website copy pulse and recognize what’s working, what isn’t, and when it’s time for another refresh.
Let The Brand Brew ® Fill Your Copy Cup
Don’t wait for your website to lose its tread and make a weird, mysterious clanking sound (metaphorically, of course)—stay ahead with a website copy update, long before you start to lose speed.
The Brand Brew ®’s Website Design solution includes benefit-led copywriting and insightful SEO keyword reporting, and that’s really only the tip of the iceberg. Book a call with us today to get started giving your website the polish and shine it deserves. We can almost smell that fresh new car scent!
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