Does the thought of updating your website copy stress you out?
You understand the benefits, (improved SEO, conversion rates and engagement), but that’s not the problem. Finding the time in an already packed schedule can be difficult. And, committing the time and effort to overhaul your organisation’s website copy can seem like a luxury. Especially if your business is just starting out or you have other important projects that take priority.
So, rather than putting yourself or your team out of commission for a few weeks, here are a few tips to easily update your website copy.
1) Find out what your audience is searching for
Log into your Google Analytics account and look at the pages and blog posts that are performing well.
Then, take a look at which keywords people are searching for to land on your website. You can do this by setting up Google Search Console.
Do people seem keen on a particular type of content, phrase, product or service? Can you weave these words into your copy or answer more pain points to make your website more relevant? Users spend an average of 5.59 seconds looking at a website’s written content which isn’t long at all. So make sure your copy is relevant to exactly what your customers are searching for.
2) Don’t do it all in one go – break it down!
You don’t need to update your website content all in one go. It might be more beneficial to your schedule to choose a page each week to revisit.
Whichever page you pick, remind yourself of the purpose of the page. What action do you want your visitors to take when they reach the bottom? Ask yourself, “does this content contribute to the goal of the page?”.
If not, look at how you’re positioning the benefits, reassess your tone and language. Make it clear what you want the visitor to do and what they’ll get from doing it. Adding a clear call to action can help with this.
3) Get rid of pointless content
Unorganised copy, over-complicated copy and lengthy walls of text can take away from what you want to communicate. In fact, 38% of people will stop engaging with a website if the content is too long.
So, get rid of copy that doesn’t serve a function other than to be decorative. Not quite happy with your tagline? Remove it. If it adds no benefit to your website, leave it out. The key is to be really clear and only keep valuable information on your website.
People don’t have time to read pages of text, they want to find the information they’re looking for as quickly as possible. So, get straight to the point. Using short, snappy sentences can work wonders. Make sure you separate important points using headings, subtitles and correct paragraphing.
4) Use stats to compel your website visitors to act
When we make purchasing decisions, we often use our emotions to influence the decision. Coming up with a rationale to justify the action comes second. Your website visitors are no different. Do the work for them. Make your copy communicate the rationale behind their purchasing so they can’t ignore it.
Start by finding a compelling fact and figure that supports the purpose of your website. The trick is to make it so logical, they can’t ignore it. Use a bold statement, case studies and testimonials to further your point. And, especially if you have a particularly juicy stat, make sure you always link it to the source of your information. This not only builds credibility to what you’re selling, but it also builds trust with your brand.
5) Hire a professional
If you don’t have the resources to spare or the thought of sifting through content fills you with dread, outsource the work.
Many professional website agencies offer maintenance packages that cover elements like this. What makes more sense:
A) Putting off updating your copy, leaving it to become outdated and irrelevant, losing customers and engagement
B) Getting a professional to update your website, improving SEO, increasing conversions and engagement
Outsourcing website maintenance means you can get a higher level of expertise at a fraction of the cost, saving you time and money.
Start implementing these tips one by one and you’ll begin to reap the benefits.
Or, failing that, you could just skip right ahead to number 5. We offer monthly maintenance packages from £325. Drop us a message here.