6 Signs It’s Time to Refresh Your Website Copy

As business owners who wrestle with to-do lists that are long, and workdays that always feel too short, it’s normal to let things—like the content on your website—take a backseat. Maybe you’re too deep in the trenches of daily ops to  even consider this aspect of your biz, or you’ve been waiting for that elusive break in your schedule to give it the time and TLC that it deserves. Perhaps you’ve rolled up your sleeves and given it the college try, but had little more than a blank screen to show for your efforts. Whatever the case, when the messaging on your website is stale, it means you’re leaving room on the table when it comes to sales, community building, and opportunities for genuine visitor engagement.

Your website’s copy serves up a whole delicious buffet of functions: from attracting new customers with strategic SEO, to building connections with your audience through relatable stories and valuable content. Think of your website as your digital storefront, and your copy the hard-working employees that welcome guests, guiding them where they need to go. The language we use can drive real, organic leads. At the same time, it can filter out those visitors who aren’t interested in what you have to offer (in the biz we call this ‘qualifying your audience’).

But what happens when your copy isn’t pulling its weight? Maybe the words are speaking to the wrong crowd, the message is scattered, or your copy is disconnected from your current offerings. In any case—I’m here to help you get to the bottom of it (sort of like a *less-British* Sherlock).

Let’s dive in with 6 signs that it might be time for a website copy refresh:

1: Your business has gone through change.

Just like humans, it’s natural for businesses to grow and evolve over time. With any change, it’s important to take inventory of the content on your website to make sure that it still reflects what you do while catering to the audience you want to appeal to. Common changes to keep on your radar:

• Entering a new market: Make sure your current website copy is inclusive, culturally appropriate, and free of any local slang that may throw off new visitors.
• Launching new products or services: Check that your copy speaks to the value of your latest products/services while placing them strategically in your content hierarchy based on how prominently you want to feature them.
• Shifting market trends: Review copy regularly to ensure your website copy doesn’t skip a beat when it comes to meeting the latest industry developments (this helps to build credibility and consumer trust).

By refreshing your website copy alongside these changes, you can be sure your site communicates what you do and how you can help potential clients solve a problem.

2: The quality of your services doesn’t match up with the messaging you’re using to describe it.

Is your website doing your products and services justice? If you’ve been busy innovating, but your website copy still tells the same old story, you’re likely underselling yourself. This is especially true for premium category products/services. Be transparent about what makes them special and why your audience needs them (ie: focus on the results they can deliver) then back it up with social proof (customer testimonials, etc.) to give your audience the information they need to make confident buying decisions.

Tip: In the process, avoid using industry jargon or technical terms that might confuse or overwhelm your visitors. Keep the message simple and relatable to help them picture exactly how your product/service will fit into their everyday lives. Straightforward language and storytelling can make this connection clear and effortless.

3: Your conversions are down.

Usability and design are important, but if visitors leave a site quickly without interacting, it’s generally a good indicator that the content needs a touch-up. As a Vancouver lifestyle brand copywriter, I approach every project through the lens of the reader. Great website copy shouldn’t just sound good – it should guide readers through an intentional experience that builds trust and evokes emotion along the way. This helps affirm to your visitors that they’re in the right place (or can quickly do the opposite for those who aren’t a fit).

Tip: Finessing your meta descriptions can also do the trick. Meta descriptions are often the first impression your audience gets when they find you in search results. By updating them with clear, engaging, and relevant information, you can influence your SEO ranking while increasing the chances of someone clicking through to your site (and spending more time there).

4: It’s not a place you’re proud of.

Your website should be a place that you feel shout-from-the-rooftops proud to share with others. If that’s not the case, it may be because you’re waiting on that design or content refresh before splashing your URL out on business cards and other collateral for all to see.

When you’ve invested in a design that you feel proud to show off, you’ll often feel encouraged to level-up your language, too. It’s also worthwhile to note that great design doesn’t compensate for lacklustre copy (and visa-versa) — both go hand-in-hand to create a cohesive experience.