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When should you update your website copy?

If you’re not getting impressive results from your website – then it’s time to take a step back and re-asses your digital strategy. We often find that online businesses focus mainly on how a site looks. However, it is crucial that copy is not pushed aside in favour of things like design, layout and colour schemes.

The text on your site is one of the most important assets when it comes to ranking higher on SERP and engaging customers. So, how do you know when it’s time to update your site copy? Well, high bounce rates and lack of engagement are the two biggest indicators. But there are a few other tell-tale signs to look out for.

In this post, we are going to cover six signs that it’s time to take a step back and re-examine your website copy.

1. Keywords and Search Trends

We know that content marketing and search engine optimisation (SEO) go hand-in-hand. This means that monitoring keyword trends to produce better content should be a common practice when working on website optimisation. Can you target keywords and other SEO elements in a way that appeals more to users and search engine bots?

If you haven’t updated your copy in years or even months, it’s very likely that some of the keywords you were targeting will be outdated and less relevant than they once were. As a result of outdated keywords, you will be driving less interest. Keyword and search trends are always changing, so, your website copy needs to be based around how they influence your business and your industry.

This does not necessarily mean you have to keep changing all the text on your web pages. We would recommend keeping up to date with search trends and ensure your copy is delivering current and relevant messages. This could be a case of just making a few changes to certain pages. You can use tools such as Google Trends. Simply search for a keyword or phrase here:

Google Trends Search Bar

And find out how it performs over time:

Google Trends Results

2. You Need to Address New Customer Pain Points

When creating content, you should be considering how it will provide answers to your consumers questions. You are essentially selling a solution to a problem each time your site appears from a search. The best way to sell a solution is by showing that you understand the problem.

If you can demonstrate a sense of empathy and understanding as a business – then it is more likely users will choose your product or service. Of course, you will need to show that you are a trustworthy solution, too.

Your copy should cover the potential problems your customers will be facing – and explaining why your produce or service is the perfect solution. For example, as a digital marketing agency – it is essential to us that our clients trust us to help them. We believe the best way to do so is by providing transparency and showing that we genuinely understand how to overcome their pain points.

3. Your Solutions Have Changed

Depending on your industry or niche, your consumer demand is likely to expand as your business develops. Your site copy needs to reflect those changes. For example – digital marketing is constantly evolving and so are the possibilities that come with it.

This means we need to ensure our solutions are matching customer needs. For example – are SEO clients asking for content writing services? Are more people interested in Blogger Outreach?

As a business, you will be continuously working to meet your customers’ needs – and your web copy needs to reflect this. Any new services or other solutions you provide – should be highlighted on your site.

4. Your Brand Voice Needs Updating

As your brand evolves, your brand voice might change as a result. Your brand voice refers to the way you communicate with your customers. It’s defined by your brand’s unique style. It could be authoritative, informal, fun, or intellectual etc. As long as it is directed to your target audience and remains true to your brand values.

You might need to make changes to your brand voice – for example if you are targeting a new audience. Are you targeting a younger demographic? Have launched a product related to a specific job?

You should have a solid understanding of your customers and who you want to be engaging through your content – and then reflect this in your brand voice.

5. You Have an Increased Budget

It is not unusual for businesses to start out on a smaller budget. When you have less to spend on your digital marketing activity – you will be tempted to opt for the cheaper options.

A professional copywriter will spend the time to create the perfect copy. When we say perfect, we mean copy that is going to drive more leads, conversions, and business growth.

Although producing your own text may seem like the cheaper option – it’s likely to cost more down the line. If you do have a larger budget later down the line – it is worth investing in copy that is going to pay off.

6. Your Competitors Are Ahead of The Game

As with any digital marketing channel – it is always beneficial to compare your performance to your top competitors. Think about the following when looking at businesses in your industry:

  • How do they empathise with your clients’ needs?
  • Is their personality showing through their content?
  • Do they seem credible and trustworthy?
  • How detailed are their products or services?

Your content is one of the most important aspects of your website. That means you need to showcase why you are the best company to provide consumers with a solution. If your competitors are outshining you – there is no harm in checking out what they are doing differently.

What Next?

To summarise, we recommend keeping on top of SEO trends, user preferences and any changes within your industry. There is right answer to how many times you should be updating your copy. But if you focus on these opportunities for optimisation – you should be able to stay ahead of the copywriting game.

If you have any questions for our London based copywriting team – you can get in touch here.

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