There is a lot of research involved when writing website copy. You want to make sure that your first impression is the best, which is why it takes a lot of effort and emotional investment to write the thing in the first place.
We use blogs to keep our content refreshed and website active, but we also need to have regular edits for the more static content on our sites. Things like our home page, about, contact and any other pages we have that are unchanging.
Your business needs to change and adapt to the market. The chances are that thing you started out doing is not the same as what you’ve ended up doing a year down the line. You’ve looked at what’s working and what isn’t and adapted what you do.
Yet, many people spend a day or so crafting their website copy and then leave it. They don’t go back and look at it again with a critical eye or check that it is even still relevant for what it is that they do. Also though your website is the main thing people will look up when getting to know your business.
You have to develop your website alongside your business.
QUARTERLY CONTENT AUDITS
It’s good practice to check in on your website once a quarter. Make sure that what you’ve written is still relevant and working for you. You’ll often find that what you wrote when you started at best makes you cringe and at worst make you want to stop sending people to your website.
This is totally normal. Especially when you are building up a bank of content, going back over your copy several times a year will give you a chance to say what you mean in a better way. It also means you get to check all those links, images and videos are working still.
HERE’S HOW TO START:
- Take one page at a time. Don’t try to do the whole site in one sitting.
- Make a list of what you want to change on each page.
- Decide what is a quick win (spelling errors, adding a button or link, things that take a few minutes), and get these done right away.
- If you have huge blocks that need updating or rearranging, then set aside a few hours to have a deep dive into it.
- Decide what is the ONE THING you want people to do when they are on that page. Does your copy compel them to do this? And is it easy?
Sometimes we are our own worst editors. Re-reading your own copy is a hard thing to do. It’s a bit like sketching a self-portrait. How you look to yourself is different when it’s down on paper. And you just can’t get the curves and shade just right.
It’s the same with our writing. Others can see things in it that we cannot.
Having a second set of eyes look over your copy and ask questions about it is the best way of making sure your website is working its hardest.
Get a friend or someone you know through your business to go over your site. It helps if you can see their face when they do this. Are they looking confused? Do they have to read things a few times? Is it clear what they need to be doing?
Of course, friends and family will want to tell you it’s great and they love it. That’s because they care about you and your feelings. Get someone who you know will be brutal with you. This is the only way you’ll get your slower changing pages working for your business. If you have an accountability partner, get them to take a look.