February 18, 2019 Is it time for fresh copy?

By Stephanie Underhill

Ally and Mel

Here’s a startling fact: next year is 2020. Time flies – and this is perhaps most evident when it comes to your web copy. Things move faster on the internet. Styles and trends change with lightning-speed, so it’s important to regularly update your web copy.

If it’s high time you undertook a content refresh, here are our top tips for doing it smoothly and efficiently.

Reasons you might need fresh copy

If you’re not sure whether you need to update your website content, consider if any of the following applies to you.

Your business has evolved, or goals have changed

Chances are, what your business focus was when we were all busy worrying about Y2K hitting is not what its focus is now. Perhaps you’ve adapted your product or service offering, or maybe you’ve rebranded or realigned your target market messaging. Maybe you have different goals, like expanding markets or growing your team. If this applies to you, you need fresh copy.

You’re not getting conversions

Perhaps your blog posts or landing pages aren’t converting, or maybe you aren’t getting any valuable leads through the website. This could be due to the fact that the words on the page aren’t resonating with your audience, or perhaps your SEO needs to be fine-tuned so you’re more visible to customers online. If your website isn’t performing how you’d like it to, you need fresh copy.

Your website has outdated information

Who IS that guy on your team page that no one remembers working with? And why is there a link to a Myspace page on your website’s footer? Outdated content needs to be replaced with up-to-date information about your business so customers are getting what they need from your website, and not getting confused. If your content is old and tired, you need fresh copy.

You’re not getting valuable leads or customers

If you keep getting low quality leads, your web copy is possibly attracting the wrong kind of people. By readjusting your messaging to be more in line with the types of customers you do want to work with, you can affect your business’ bottom line, and stop having to deal with time-wasters. If you’re losing traction, you need fresh copy.

Where to start

Okay, it’s time to implement some fresh new copy and get your website up-to-date. Start by revisiting your content strategy. Consider if your business has changed, and if your tone of voice or key messaging needs to be adjusted to suit. You can also re-evaluate your business’ goals, vision and values if needed. Next, conduct a content audit. Work out what current content stays, what goes, and what needs a refresh.

When it comes to refreshing your web content, you may consider engaging a professional copywriting agency to help you get it right. There are many benefits to using specialised content writers, and it may even be more cost-effective than doing it in-house. If 2019 is the year you need to think about fresh copy, reach out to Avion’s professional team of copywriters to see how we can help you.