9 Signs You’re Ready To Refresh Your Website Copy
How do you know when it’s time to seriously think about refreshing your website copy?
Read on for 9 of the biggest signs that you’re overdue a refresh!
It’s Been More Than A Year Since You Did Anything To The Copy
When did you last take a good look at your website copy? Has it been more than a year? Chances are, some of the next few points may be true.
Client Pain Points Have Changed
Maybe you’ve changed your audience completely and started to work with a brand new niche.
But even if you work with the same people as before, their frustrations, challenges and future hopes may have shifted since you last looked at your website copy.
If this is even slightly true for you, your copy will benefit from a shift in messaging to reflect the new pain points and engage your dream clients.
Your Offers Have Changed
You may have added new offers, evolved existing ones and dropped others completely, especially if it’s been a while since you reviewed your website copy.
You’re Not Getting Enquiries From Dream Clients
Do your website analytics tell you that you’re getting visitors but it’s not leading to enquiries from right-fit clients?
There’s a disconnect in the copy and your dream clients are leaving your site without feeling that it’s worth reaching out to you. This is where a copy refresh can make sure that your copy bridges the disconnect and shows the value you bring.
Dream Clients Are Leaving Your Website Quickly (aka high bounce rate)
On a similar note, are your dream clients leaving your website quickly without clicking around onto other pages?
The big aim of your home page is to get people clicking through to other pages (such as your about page or work with me page). If this isn’t happening and people are quickly clicking off your home page, it’s a sign that your home page copy isn’t connecting with your dream clients.
A few tips here:
Look at your analytics. Are you finding that some pages are more popular than others? Are some pages getting a much higher bounce rate than others?
Some of this can be due to quality of traffic but copy can play a big role too. Something in the copy isn’t resonating with your dream clients.
Tweaking the headings or the main call to action can shift a page from having a high bounce rate and keep dream clients on the page longer.
The Details Aren’t Current
If it’s been years since you touched your website copy, out-of-date details can include offers that no longer exist and pricing that isn’t current.
But let’s assume that’s not the case for you, and that your outdated information is probably less obvious.
Does your about page state little details that are no longer up-to-date, such as how much experience you have (more now!) or that you’re new in business (when you’ve actually been around for a few years now)? These may seem minor but they’re forming an impression.
Is your copy talking about an offer as being new when it’s now well established?
These may seem like small, inconsequential details but they’re painting a picture of you and your brand that may not reflect where you’re really at. A brand new business with an offer that’s not yet proven is very different to having supported hundreds of clients with a process that works, right? And little details like these can be the difference.
Your Competitors Are Killing It
If you’re in a crowded niche, your copy needs to help you stand apart from your competitors.
Or let’s put it another way - if your competitors are on top of their website copy and taking the time to regularly review and refresh it, they’re much more likely to be crushing it.
If it’s been a year or more since you last refreshed your website copy, it’s time to scope out the competition and look at:
How well they’re using empathy
How well they’re appealing to client pain points
Credibility and trust building
If their copy is a good reflection of their personality and vibe (this one is easier if you know them personally)
If they have a more well-rounded approach on the services page(s) than you
Are they ticking any of these boxes better than you? It’s time to refresh your copy so you can crush it too. It’s not about copying them. It’s about making sure that your copy is engaging your dream clients, building the right amount of trust, reflecting your personality, and incorporating all-important psychology.
Your Brand Voice Doesn’t Feel Right
Maybe it never did feel like ‘you’ but you’ve been able to push it to one side until now.
Or maybe your business and brand has evolved since your website copy was written and the current copy isn’t a good fit anymore.
Either way, a brand voice that doesn’t feel like ‘you’ is a sign you’re ready to refresh your website copy.
The Copy Is Hard To Read
I’m not necessarily talking about the language here (although that may be a problem too if you’ve fallen into the trap of trying to sound ‘professional’ in your website copy at the expense of your personality).
I’m talking about things like:
Short, snappy sentences can be easier to read.
Short paragraphs rather than blocks of copy for the same reason.
Using headings and subheadings to help skim readers make sense of the copy
Is It Time To Work With A Copywriter To Refresh Your Website Copy?
If “refresh website copy” has been falling further and further down your to-do list, let’s chat.
As a wellness copywriter who specialises in website copy, I’m here to help you engage more of your dream clients.
I work with health & wellness coaches, nutritionists, functional medicine practitioners, hypnotherapists and alternative therapists to help them bring more dream clients into their world and keep them there.
Ready to make this happen with your website copy? Fill in the form here to get the ball rolling and see if we’re a good fit to work on your website copy refresh!
Need to refresh your website copy but aren’t in a position to work with me?
You can browse my website copy blueprints for your home page, about page, services/work with me page or all of these in the copy shop as a budget friendly way to have me guide your new website copy.
