Your website copy has the potential to convert new visitors into customers if it’s written effectively. It should speak directly to your customer’s pain points but also align with Google’s frequently updated search rank factors.
Before we dive into the steps you should take to breathe life into your web copy, let’s first understand why it’s important to keep it up-to-date:
- The search terms that bring in traffic may evolve over time. Your copy should include the terms that are bringing in the most qualified visitors.
- Changes to your products, services, or pricing.
- Older testimonials and case studies will seem irrelevant.
Here’s where to start when updating your web copy:
Do an SEO Audit
Before you start making updates, it’s important to audit your current copy for SEO opportunities. That way, you can incorporate search engine optimizations at the same time. Here are some elements that may be missing from your web pages:
- H1 and H2 tags
- Image alt text
- Relevant and researched keywords
- Meta descriptions
Once you’ve analyzed your results, use these tips based on your findings.
Update Product Descriptions
Your products and services descriptions should communicate its features but how will they benefit the customer? Update your product/service descriptions with action-oriented verbs that tell readers exactly what they’ll achieve by purchasing from you.
Look for Long Sentences
Long sentences in your web copy can cause readers to tune out and bounce from your site. Stick to 20 words or less.
Use a Thesaurus
Avoid using the same words over and over (especially if it’s a keyword! Google will flag your page with keyword stuffing). Use a thesaurus to find different ways to communicate the same ideas, using simple language.
Add Your Mission Statement
Potential customers often like to learn more about the vendor they’re purchasing from. Add your business’ mission statement or core values. Not sure how to craft a meaningful statement? We put together tips on how to develop an editorial mission statement that represents the value you want to give your users.
Update New Testimonials or Case Studies
Testimonials and case studies can be excellent tools to overcome buyer apprehension. If your most recent testimonials are more than three years old, swap them with newer ones.
TIP: Ensure you’re linking to your new testimonials throughout your site (like your blogs and About Us page for example).
Create/Update Your News & Events Page
Dedicating a page on your website to current events in the industry can help you keep your copy fresh and also help drive your link building efforts.
The best way to avoid doing a copy overhaul every few years is to stay on top of what’s working by leveraging A/B tests and frequent audits. Making small tweaks will help you keep your copy fresh and successful in converting visitors.
