Updating website content is a process all successful businesses must do. Website content is so valuable because it’s what helps you effectively communicate with search engines and build trust with potential customers. Understanding the reasons behind a website copy refresh can help avoid any surprises changing trends may throw your way!
Your Brand Voice Changed
As your business grows and changes, your brand evolves to resonate with new audiences and reflect new goals. Updating your messaging is just as important as updating your visual brand online, like your logo and color scheme. If your web copy no longer represents your brand well or communicates your message and personality, it’s time to swap out the old for the new.
Your Business Isn’t Growing
A business–like a person–is constantly changing, adapting to the world around them. Your website should change and grow as your business does.
Visitors can tell when there hasn’t been a website content update in a while. Words and phrases may start sounding a little dated, and you may have information about products, services or events that are no longer relevant.
To keep website copy fresh and user-friendly, keep an eye on technical details like keywords and outbound links.
- How people look for your offerings is always changing. Continue to find and implement popular keywords to connect with potential customers.
- Other websites are always changing too, so older links may send visitors to inactive or irrelevant pages. Double check that each link on your website points visitors to an active page with helpful information.
Your Customers’ Needs Have Changed
In order to connect with your customers, you need to show you understand their needs. There’s a good chance your customers’ needs have changed in the last few years! If your current website copy doesn’t empathize with your visitors’ pain points, it’s time to write more relevant content that speaks to potential customers on a deeper level.
Your Competitors are Pulling Away
Your business is probably not the only one of its kind. Though each business has unique elements, there are often others similar to yours in the community. Look at your competition through an educational lens. How detailed is their copy? What makes it unique? What are similar businesses doing to stay up-to-date with trends? Your business can learn what is working well for others and see if similar strategies can be incorporated into your own content.
Your Offerings Have Evolved
Has your business evolved since you last wrote your website copy? If your products or services have changed in any way, you’ve launched new add-ons, or you’ve expanded to a new location, it’s time to refresh your copy. It’s important that your website is up-to-date to reflect your current offerings and accurate business information.
Your Content Doesn’t Feel Fresh
Just like in fashion and food, trends in content marketing come and go. Since trends change frequently, updating website content on a regular basis makes a difference. Timeliness matters if you want your content to stand out—and who doesn’t want their content to stand out?
Here are a few reasons why updating website copy to keep up with trends makes a difference:
- Keywords change over time. When your website content doesn’t keep up with changing keywords, your business is less likely to appear on those first few pages of search results.
- If your SEO strategy isn’t working as well as expected, change it. Keep your strategy relevant so website traffic can turn into profit.
- Audit your website–or at least review your keywords and copy–once or twice a year. Everything becomes old news over time and you don’t want your website to be seen in that light!
Your Site Visitors Aren’t Sticking Around
If you’re experiencing high bounce rates and low conversion rates, then it’s likely your website content isn’t doing its job. Perhaps your potential leads are getting a negative first impression of your brand, or they can’t find what they’re looking for fast enough. Update your copy with relevant keywords and give your website traffic a reason to stick around, whether they’re using their mobile device or desktop computer. This might mean arranging your existing copy in a new way!