5 Tips for Updating Your Website Copy

Conducting a thorough website audit is something that all businesses and website owners have to do annually. It is a crucial process that should be done at the end or start of the year.

An audit can give you valuable insight into the performance of your website. With the results, you can gain a better understanding of any issues in your site and how you can fix them. Additionally, it will give you ideas regarding the potential opportunities you can leverage.

Content Audit

A complete website check covers technical, SEO, usability, and content audits. But since your site is made up of different types of content, this is one of the key components that you should focus on during the process.
Whether your team created all the content and copy or you hired a provider of content copywriting services to craft all of them, the audit will allow you to see trends regarding the things that are working and the ones that are performing poorly.
With this knowledge, you can come up with stronger, more effective content and copy for your website.
In addition, the audit can help you discover opportunities in your copy which you can use in updating or repurposing them. Additionally, you will be able to get rid of old content that does not meet your goals and campaign.

Giving Your Website Copy a New Life

Revising and repurposing your website copy are two ways of updating them. You can go through these processes properly and have better up-to-date content by following these tips shared by professional content writers:
1. Give your copy a more conversational tone
For website copies that appeal to your target audience, you have to adopt a more relaxed, conversational tone. By doing so, you ensure your visitors feel that your content is about them and not about selling your products or services.
If you want to know how far you should take your casual tone, understand your target audience first. Know their demographic information, interests, lifestyles, and (more importantly) their pain points.
Additionally, make sure your copies focus on the benefit your company can give to your customers, not what you want them to do.
2. Establish your position as a problem solver
Copy that reminds your visitors that you are selling something can be a big turn off. As such, when describing your products or services, minimize your sales talk.
Focus your attention on explaining how your products or services can help the readers address their problems or make doing something easier and less stressful. Consumers tend to care more about value, so show how your merchandise directly benefits them.
Once your visitors realize that you have their best interests at heart, they will more likely continue reading your content, visit your other pages, and even engage with you.
3. Incorporate your brand elements
Because branding is one of the key components of marketing, make sure online visitors recognize your brand identity on your website content.
If you already have a brand style guide, use the established tone, personality and visual elements in your copy. If you want to come across as friendly and helpful, ensure your website visitors can see and feel this in your content.
Follow the guidelines regarding the use of colors, typography and images as well. Use the same font for all web copy. Additionally, avoid experimenting with background hues for the posts. Choose the photos or graphics you want to add to each content properly, too.
When you are consistent with your tone and style, your visitors will have a more positive and memorable user experience. And they will most likely visit your website again and even become future customers.
4. Trim down your copy
With the attention span of online users getting shorter and shorter, don’t waste every opportunity you get whenever a person visits your website. To encourage visitors to stay on your site longer, trim down your content.
This means creating clear and concise web copies. Go straight to the point; keep your content between 300 and 500 words. Additionally, use words that are easy to understand and avoid buzzwords and jargon.
Remember that simple and direct is the best way to go when writing a new copy and revising your current ones.
5. Format each copy properly
Creating a short yet informative web copy is a good start in encouraging your website visitors to read them in full. However, you can still make your content more eye-catching, interesting and easy to digest by formatting them correctly.
Ensure your headlines can grab attention quickly. Additionally, make your content easy to scan by using headers, subheaders, numbers and bullet points. Don’t forget to add a call to action at the end of your copy.
When all your web copies are easier to scan, they automatically become more reader-friendly. Not only will they appear more up-to-date, but they will perform better as well.
Once you have updated your web copy, go over each one carefully. If they still have several issues, try editing them again. If they still fail to grab and maintain your attention the way you want them to, consider hiring a copywriter to refresh and give life to your content again.
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade's expe­rience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analyt­ical annual reports, Hisham makes words work for you - so you can sell better, gain visibility, and give your brand a unique voice.
During his time in the Middle East, Hisham has collaborated extensively with blue-chip companies including Twitter, Microsoft, LinkedIn, Harley-Davidson and Aston Martin, and helped government concerns such as the Dubai Internet City, in5 and the Dubai Design District.
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