Does Your Website Copy Need Updating?

Does Your Website Copy Need Updating?

Why Keeping Your Website Copy Current Makes Business Sense.

Website not performing the way it should? Even though you’ve got the loading speed up, improved the imagery, added a chat bot, and shot a video? Maybe the question you need to ask is ‘does your website copy need updating?’.

When was the last time you took a close look at your content? It’s often the very last thing that businesses consider when they’re looking for performance improvement, but it has the power to make or break your website. If you’re getting plenty of site visitors but most of them are bouncing off to other websites, there’s a good chance that the copy needs a refresh.

If it’s a while since you’ve paid any attention to your website copy, the Outsource Your Marketing content team has come up with 6 checks that will tell you whether you need a rewrite.

Does Your Website Copy Need Updating? – 6 Checks

Table of Contents

  1. Is Your Copy is Out of Date?
  2. Who is Your Website Speaking To?
  3. Are the Pain Points Still Accurate?
  4. Is Your Copy Left Over From An Old Site?
  5. Are Your SEO Keywords Up to Date?
  6. Has Your Brand Identity Changed?

1. Is Your Copy is Out of Date?

There’s every chance that your product has evolved, but your copy remains stuck in time. Or maybe different versions of your product description appear on different bits of the website.

Carry out an audit of your website. Check primarily for any inaccuracies, but also be alert to how your content reads. Does your website copy need updating? Does it feel dated or tired? Is it still relevant to your current brand messaging?

2. Who is Your Website Speaking To?

It’s not only your product that evolves; your customers do too. Take a look at the tone of your content. Is the voice still relevant to your customers, or is it speaking to an idea of them that’s outdated now? Has the tone of your copy turned into cliché?

Writing styles age in the same way that online memes do. Words fall out of favour and phrases that once had relevance drain of meaning.

3. Are the Pain Points Still Accurate?

The world has changed dramatically over the past few years and so have the problems that people need solving. Knowledge of your customers’ ‘pain points’ are key to selling products and services, but are the pain points your copy discusses to still relevant?

Your customers could be affected by supply chain problem, they could be reconfiguring their offices for hybrid working, working to achieve net zero or battling with energy costs. Are you demonstrating a detailed understanding of what their most current problems are?

4. Is Your Copy Left Over From An Old Site?

Sometimes old copy gets migrated across to a new site design without too much attention being paid to it. As a result, new pages can lose their coherence and flow. In some cases, the use of old copy can undermine the branding your new site has committed to.

Get a reader from outside your business to read the homepage of your website. Ask them to respond honestly to the following questions:

  • Do they know what it is you do?
  • Is it clear what problem your product/service solves?
  • Who does your site seem to be speaking to?
  • Is the copy easy to read quickly?

Once you have your reader’s report, create new copy for the areas they have highlighted.

5. Are Your SEO Keywords Up to Date?

SEO research needs constant updating as the trends change rapidly. If your original site was Search Engine Optimised by an agency as part of the design, there’s every chance that the keywords chosen then are no longer relevant now.

Try searching in Google for your products, using the kind of phrases and descriptors that your customers use. If your business is nowhere to be seen, you need new SEO enriched copy – otherwise, you’re not being found online.

6. Has Your Brand Identity Changed?

Brands shouldn’t be carved in granite; they’re fluid, mutable identities that evolve with their customers. The words, images, colours, and fonts that seemed so ‘fresh’ just a few years ago, may now look tired and old.

Of course, branding isn’t only about the look of your website; equally important are the values that you espouse. What a brand believes in matters to consumers; 74% say that they’ll consider brand values before buying.

Take a look at the values you now share with your customers; how much do they know about them? Do you need to update your content in order to reflect them?

How Often Does Your Website Copy Need Updating?

There’s no simple answer to this. Businesses get used to the copy on their website, to such an extent that they cease to see it after a while. And that’s a dangerous place to be. At Outsource Your Marketing we recommend an audit, carried out by a professional copywriter, every 2-3 years. They will be able to spot the problems with your website content, and clearly articulate what needs to be done to rectify them.

Outsourcing Content Writing

Does your website copy need updating? Outsource Your Marketing can help. Using copywriting professionals, we ensure that business goals are reflected clearly and compellingly, and that the content speaks to its intended audience.

Our SEO enriched copy utilises relevant, high-volume keywords naturally within the flow of the writing. We’ll give your copy the care and attention it needs to cut through with your customers.

Would you like a professional copywriter to carry out a free audit on your website copy? Call the Outsource Your Marketing team today on 01234 900203


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