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January 25, 2023
Wouldn’t it be wonderful if our websites were just one-and-done projects? But the truth is, to fully engage with your audience and generate high-quality leads, you need to continuously update your site — especially its respective website copy. As your business grows, things will change and it’s vital to reflect these changes in your website pages.
New offers, new audiences, and new brand messaging strategies are just a few ways your business might pivot over the years. And don’t get us wrong — these changes are incredibly exciting! They showcase your growth as an entrepreneur, and you should never feel like you need to stay the same as when you first started your business.
However, taking these changes and implementing them across your website can feel like a daunting task. What should you update? Where do you start? That’s why we’re here. Take a look at seven ways you can revamp and refresh your website copy.
Before you even hop back into your website, you’ll want to look at your audience. As you’ve developed your offers, it’s possible that your target audience has shifted. So, to get the most out of your website, your copy must speak directly to these audiences. Ask yourself:
Digging deep into whom you want to serve will clarify what your website needs to include. Plus, it helps you stay in tune with your mission and vision!
Just as your audience may change over the years, so can your brand message. For example, perhaps you started as a shy, less-than-confident entrepreneur, only to realize your awesomeness and become a helpful, confident business owner. (Kudos to you!) This means your tone has likely shifted, and so should your website copy.
Ask a friend or team member (or, better yet, an ideal client!) to read through your website and provide feedback. They can let you know if your website sounds like you — or if it just seems like any other business on the block. Embrace the changes that come with entrepreneurship, and know that your website will flourish when each page reflects who you truly are!
If you’re not a fan of data and numbers, don’t run! Plenty of easy-to-use tools will provide insight into your website, including what’s working and what needs an update. Platforms like Google Analytics will help you analyze each of your website pages, so you can get a feel for the copy that’s converting.
For example, if you have one sales page that’s receiving high traffic and one that’s not, that’s a sign to compare the two pages and get a feel for the language each of them uses. The successful page might have more calls to action or even less copy overall, making it easier for users to get where they need to go. Use an analytics tool to take your research to the next level instead of just taking a shot in the dark regarding any changes.
Keyword research tools such as Semrush are also a good option here, as they can help you learn more about the words you should use to generate more website traffic. Boosting your SEO can help you reach more of your audience and update your website copy accordingly.
Looking for more digital marketing tools? Check out our list of favorites.
Though words are essential for turning website visitors into loyal clients, having too many of them can push people away. When you revamp your website copy, ask yourself: Would I read through this entire page? Or is there anywhere I can cut back?
Sometimes, we need to be honest with ourselves — even if it means getting rid of our original hard work. These days, people are looking for quick solutions, so make it a goal to eliminate any unnecessary steps or text on each of your website pages. You can never go wrong with copy that’s easy to digest and understand!
After you’ve gotten rid of the fluff, it’s important to arrange your copy to naturally flow while scrolling. Remember: People want the information they’re looking for, and they want it now. So take advantage of bulleted lists, headers, and short paragraphs to ensure your audience doesn’t lose interest.
Don’t forget to check out your website copy on both mobile and desktop as well. An analytics tool like the one mentioned above can help you determine where users view your website. If most people learn more about you from their phone, but you have pages and pages of copy, there’s likely an opportunity to shorten things. Ask yourself how you can create a more engaging site from top to bottom.
Refreshing your website means more than changing a header or two — one of the best things you can do to increase sales is update your calls to action. “Learn more,” “buy now,” or “get started” can be effective, but consider how you transform the lives of your clients before choosing a call to action.
For example, if you’re a wedding planner, your call to action could look something like:
All of these calls to action help paint a picture for your audience. Instead of staying general, think about how you can be specific in how you help others. Telling a story is one of the most effective ways to increase leads!
We know you’re a rockstar, so don’t be afraid to showcase your amazing reviews on your site. If you’re not already asking clients for testimonials after you wrap up your work together, now’s the time to start doing so. Tools like Testimonial and Google Forms make it easy to gather client feedback and use this social proof in your marketing materials. Swap out old testimonials for new ones, or simply add this recent praise to each of your website pages.
And there ya have it! Refreshing your website copy doesn’t have to be a months-long project. But if copywriting just isn’t your thing, we get it — that’s why we offer ultra-focused, SEO-driven brand copy tailored to win over the hearts of your dream clients. So if you’re struggling to convert visitors, know we’re here to help. Book a discovery call with us today to get started!
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