If you’re noticing a decline in traffic or results, then it might be time to take a step back and re-asses your digital strategy. Your site copy plays a key role in your overall strategy alongside things like design, layout and navigation.
A common misconception is that we should constantly be uploading new copy, however, it’s often more beneficial to update your existing text. If you’re noticing high bounce rates or lack of engagement, then it’s a big indicator that your copy needs updating.
We’re going to look at some other tell-tale signs indicating the need for a content refresh,
1. Search trends
We know that content marketing and SEO go hand-in-hand, which means monitoring keyword trends to produce better content should be a common practice when working on site 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If you haven’t updated your copy in weeks, months or even years, it’s likely that some of your keywords will be outdated and lack relevancy. Keyword and search trends are consistently changing, and your site copy should be updated accordingly.
This doesn’t necessarily mean you have to keep changing all the text on your web pages. But, 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 like Google Trends. Simply search for a keyword or phrase here:
And find out how it performs over time:
2. Addressing new customer pain points
When creating content, you are essentially providing a solution to a problem each time your web page matches a search.
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. Your copy should cover the potential problems your customers will be facing – and explain how you can help this. For example do you provide a guarantee when selling a product? Have any previous customer complains led to product alterations?
3. New solutions
The 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. Refreshing your brand voice
As your brand evolves, your brand voice may need updating. Your brand voice refers to the way you communicate with your customers. It’s defined by your brand’s unique style.
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 you launched a product targeted towards a specific occupation? How do your target audience communicate with brands online?
5. A higher budget
It’s not uncommon for businesses to start out on a smaller budget. When you have less to spend on your digital marketing activity – you may be tempted to opt for the cheaper options. A professional copywriter will be able to produce 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 generally worth investing in copy that is going to pay off.
6. Staying ahead of competitors
As with any digital marketing channel, it’s always beneficial to compare your performance to your competitors. Think about the following when looking at businesses in your industry:
- How do they empathise with your client needs?
- Is their personality showing through their content?
- Do they seem credible and trustworthy?
- How detailed are their product or service descriptions?
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.
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There is specific 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.
Get in touch if you have any questions.