A good website is more than the sum of its parts. Certainly, you need logical navigation, clean graphic design, strong calls to action, and a robust internal linking strategy, among other considerations. And don’t forget about your written content! The written copy on your website is crucially important for educating and persuading customers, for gaining SEO traction, and for conveying the vision and values of your company.
Web content isn’t meant to last forever. On the contrary, it’s a good idea to revise your copywriting every two or three years. This gives you a chance to offer fresh content to the Google algorithms, and also to refine or update your company’s messaging.
Beyond that, there are a few telltale signs that your Web copy could stand an update… whether you rewrite it yourself, or enlist the expertise of Grammar Chic, Inc.
Signs You Need Fresh Web Copywriting
1) Your Google traction is slipping
One of the most important aspects of copywriting is that it signals to Google what your company is all about, and how your website should be categorized. If you’re not getting the kind of Google traffic you’d like, it’s possible that bad copy is to blame… and that a content refresh could put you back on Google’s radar.
2) You’re not getting calls or inquiries.
Ideally, your website is a 24/7 sales machine, directing interested consumers to call, text, or email you about your products and services. Make sure you track where your leads come from, and if you find that it’s seldom from your website, that should be a red flag: Your Web copy isn’t doing its job.
3) Your branding has changed.
It’s natural for companies to grow and evolve… and your website should grow and evolve with it. For example, say you started your company 10 years ago, with the intention of being an all-purpose plumbing service. But in the years since, your business has shifted to focus almost entirely on drain cleaning. This is something that should be reflected in your business messaging, and that starts with your website content.
4) Your customers are uneducated.
When customers call for a consultation, come in for an appointment, or show up to browse your retail store, they should have at least some idea of what you do. If you find that your customers are often confused about your products or services, or if you find yourself getting the same questions over and over again, it means your site isn’t educating consumers the way it should. It might be time for an update!
5) You’re having your website redesigned.
If you’re giving your website a facelift (and especially if you’re changing the layout or navigation), you’ll probably need to make some adjustments to the copy. Here we’ll note that Grammar Chic’s writers are uniquely experienced in partnering with Web design companies, ensuring you get a seamless final product.
6) You have a high bounce rate.
This is something you can check in your Google Analytics dashboard. Basically, a high bounce rate means people are coming to your site, but then immediately leaving. It suggests that, for whatever reason, the content on your website isn’t meeting their expectations. This could be a matter of poor layout or confusing navigation… but it could also be that your content isn’t as relevant or as helpful as it needs to be.