Once your website is up and running, it’s easy to forget about it. Unless you are adding content regularly or changing your product range, you probably don’t look at your site much at all.
Even if you are regularly adding content, it’s unlikely you spend much time reviewing the sales pages. But if you don’t read through your copy often, it can easily become outdated, and that won’t give visitors a good impression of your company.
The good news is you can quickly freshen up your copy without having to give it a complete overhaul. Here are 5 easy ways to update your website copy…
1.Update testimonials & case studies
We can tell the world how great we are at what we do, but they are more likely to believe it when they hear it from someone else. That’s why testimonials, reviews and case studies are so beneficial. They give you credibility and show that you can actually deliver what you promise.
When you first built your website, you probably added all your best testimonials and case studies, but how many other projects have you completed since then?
Ask clients that you’ve worked with recently to provide a testimonial. Write up the details of your latest projects and use the case studies to showcase your services. Remove any testimonials or case studies that are no longer relevant, for example, those that mention any services that you no longer provide.
Keeping your testimonials and case studies up to date shows potential clients that your work now is still as good as it’s always been (if not better).
2. Check the relevance of date references, accreditations and awards
Skim through your copy looking for phrases such as “last year we…”, “in the last 12 months we…” or “we started our company X years ago”. These type of phrases quickly go out of date.
Pay particular attention to any awards or accreditations that you have mentioned. Is it really going to impress a potential client if you are still talking about an award you were nominated for five years ago (especially if you’ve won even more since then)?
If you are showing accreditation or certification logos on your site, check you are using the most up to date logos and that you are still accredited. You don’t want to get caught out listing a certification that you no longer have, or claim to be a member of an association that no longer exists.
Ensure that any awards, certifications, accreditations and associations you are referencing are up to date and relevant.
3. Update your services
One of the most important things to check is your services pages. Many businesses change, even over a period as short as six months. Maybe you’ve started offering new services, or perhaps you’ve recently stopped offering a service that wasn’t very popular or profitable.
If you have packages, make sure these are listed correctly, and if you are advertising your prices, ensure you have the most up to date prices on your site. If you are still promoting last year’s rates on your site, you could be misleading your customers which won’t impress them.
4. Check your links work properly
It’s a tedious job but going through your content and ensuring that all the links still work is important. Not only does it prevent readers getting frustrated by broken links, but it can damage your SEO if you are linking to any dodgy or expired websites.
Go through all your pages and blog posts, and make sure both the internal and external links work as they should.
It’s also a good idea to test out any enquiry or contact forms to ensure that messages are getting through to the right email address. Otherwise, you might be missing out on lots of new enquiries.
5. Update your blog
We’ve lost count of the number of websites that haven’t updated their blog since their site went live. It’s disappointing to click on a blog and find one post promising loads of interesting content, top tips and updates that have never materialised. If your blog has not been updated in the last 12 months, then visitors might wonder if you are even still in business.
If you have a blog page on your website (many web designers add these in as standard), then either ask for it to be removed or make sure you add content regularly.
Of course, our recommendation would be to maintain your blog and fill it full of valuable content. Blogging regularly can help improve SEO, generate more website traffic and win more business. (Learn more about content marketing here).
Your website is your online shop, and just like a shop, it needs to be kept looking its best. You never know when someone will be visiting for the first time.
That’s why it’s a good idea to visit your website regularly and view it as if you were a customer. Does the copy reflect the tone of your business? Are you answering all the questions a new customer might have? Is it easy for visitors to understand what you do and why they should invest in you?
Need some help?
If your website copy needs a lift, then check out our top ten tips for better website copy. Alternatively, why not get in touch and let us update your website copy or create engaging blog posts for you. We’d love to help you Make Your Copy Count.