Your business doesn't stand still. Neither should your website.
That website of yours? It could be the first point of contact between your business and a potential hot lead.
A well-designed website with kickass content helps customers stick around long enough to learn who you are.
But how often should you fiddle with website copy?
If it’s working, should you mess with it at all?
It’s the circle of website copy, and it rules us all
Long story short: writing website copy isn’t a one-and-done task.
Your service menu and target audience change as your business grows. The world keeps spinning, global pandemics break out, and new trends pop up in your industry.
Things change!
Updating your website copy regularly means that your website aligns with where you are in your business now.
Your clients need to see themselves reflected in your site. When your customer changes — or their needs do — it’s time to make some changes.
Upsides of regular updates
What can new words do?
Keep you relevant: Industry trends and customer preferences change over time. Don’t get left behind.
Enhance SEO: Search engines favor fresh and relevant content. Regular updates can help drive more traffic.
Create a better user experience: We all land on sites with outdated or inaccurate information. To be blunt? It sucks. Keeping your copy up-to-date keeps leads happy. (No rage clicks. Yes, that’s a thing!)
Showcase growth: You’re not the same business you used to be. Show ‘em what you’re working with.
"Okay, Kelley, I get it. I asked how often, though."
Take a peek every six months or so with these things in mind:
Industry dynamics
If there are a lot of rapid changes in your industry, you’ll need to update frequently to keep up.
Analytics
Pages with high bounce rates or low engagement might need more tweaks and optimization.
Major business changes
New product launch or entering a new market? Put website copy updates on your launch list.
Business age
If you’ve been in business for a while and have your services dialed in, you won’t need a ton of updates.
If you’re a business baby still working out the details of your branding/customer/services, you’ll make small changes frequently.
How often you can stand it
You can’t be doing this quarterly for the rest of your life, from a time or a budgetary standpoint.
Generally? Look through your website at least once a year and decide what it needs.
Optimize without TOTALLY REDOING EVERYTHING
- Polishing headlines
- Making text easier to read
- Putting elements in a more efficient order
- Adding calls to action
- Updating button copy
- Adding testimonials
- Streamlining the customer journey
- …and more!
Questions about updating your website copy? Drop me a line.
