How to Update Your Website Copy in 5 Steps
If you haven’t refreshed your website copy in months, now is a good time to do so. Periodically updating the content on your website is the best way to consistently drive new traffic to your site. For starters, it signals to Google that you’re still in business. And when you use industry-specific keywords to optimize your site, this helps you rank higher in search engine results.
Compelling website copy is a small, but mighty part of a successful business. Attracting new site visitors may be the first step, but once they get there, you must be able to meet a need they have. Here are five ways you can communicate this when sprucing up your website copy.
Prioritize your customer
Any successful business has a clear understanding of their target audience. Without them you have no business, so it is imperative that you first understand the needs and desires of your audience. Once you discover their pain points and what moves them, you can craft language that speaks directly to their wants and needs. From there, you can explore how you want them to experience your site, from the Home page, to your products or services, to your FAQs. Only after prioritizing your audience can you write copy for your website that compels visitors to take action.
Make your about page NOT about you
Your About page is likely one of the most visited pages on your website. And even though it’s about you, it’s not about you. It's about using your story to connect with your audience. When updating your website copy, your primary focus should be on how you can provide value to your reader. These are helpful questions to ask:
Who am I and why do I do what I do?
What solution can I provide to the problems that frustrate the people who can benefit from my products or services?
How do I do it differently than anyone else?
Your goal here is to communicate who you are, the services you offer, and how you can help your client. Your About page should position you as an expert or guide, be engaging, and have a clear call to action. Think about what you want a visitor to do next and use compelling copy to move them towards that specific goal or action.
Tell a story through your content
Stories matter. Think of the last time you were influenced to make a purchase. Whether it was a commercial by the brand, an influencer post, or a recommendation from a friend, it’s likely that a story captivated you and won you over. Effective use of storytelling on your website can look like sharing your creative process, mapping out the customer journey, or employing the problem-agitate-solve formula.
Show, don’t tell (through testimonials)
An honest review from a happy customer is priceless. It can play a significant role in boosting your brand’s credibility and informing your potential customer’s decisions. When torn between your products or services and those of a competitor, customers will often factor in reviews. Depending on your business, you can opt to feature select testimonials from satisfied customers that reinforce your existing website copy. Naturally, consumers trust each other more than they trust marketing collateral, and good reviews are often what lead a new client or customer to purchase. In short, happy customers encourage more purchases.
Audit, edit, repeat
Think of your website like a garden—it needs consistent care. Be sure to frequently audit your copy to ensure it still reflects your values, speaks to your audience and is ultimately transforming interested browsers into loyal customers. If it doesn’t, it’s time to do some weeding. From your web pages, to your blog posts and FAQs, keep your messaging as simple as possible. Avoid using long words when short ones will do. Eliminate complex sentences, jargon, and chunky paragraphs. Instead, use:
Engaging headlines with relevant subtext
Short sentences and paragraphs
Bullet points and numbered lists
And in the process, don’t forget about links. Landing on a 404 service page is one of the easiest ways to lose a site visitor, so ensure links are rendering.
“Compelling website copy not only connects your audience to both your brand and your offer, but also shapes your customer’s experience.”
As a best practice, I recommend auditing and editing your website content once a quarter to maintain relevance and freshness. If you would instead prefer to hire a website copywriter and have it done for you, Delesia can deliver SEO website copywriting that ranks in search engines, attracts prospective customers, and effectively communicates the value of your products or services. Inquire today!
