Your website is an important part of your business. When people want to find out more about you or engage with you, the first place they’re going to go is online. If you’re a business that operates online, like an ecommerce store or an online service provider, then your website is even more important. Making sure your copy is up to scratch is a key way to ensure that your website gets noticed and the following could help you identify when it’s time to shake things up.
It’s never been changed
Does your website have the exact same look and feel as when you launched? If so, it may be time for a change. You may find that a lot of your content is out of date, as well as being tired dull to read. A refresh will do you some good and breathe new life into your website.
It’s too long
According to the latest figures, our attention spans are decreasing. That’s right, most of us have an attention span of just eight seconds, which is bad news for websites. Any copy on your site that is too long will lose your reader and therefore your customer. Make your copy shorter, using sentences that are sharp and concise and get your point across quickly. Anything that is longer than the initial page needs to be broken up by images or video to hold the reader’s attention.
It’s badly written
Worse than content that is out of date or too long is copy that is badly written. When setting up your startup, it’s likely that it was just you there doing everything, and if writing wasn’t your strong suit, chances are the quality was quite poor. Now is the time to invest in a copywriter who can transform your written copy into something more suitable and that understands your audience.
It isn’t getting noticed
What happens when you search for your business on Google? Is it the first thing that comes up? It should if yours is the only one with that name. That means people that know about you can find you easily. What about if you type in a less specific search term, like ‘x business in y city’? Now where do you rank? Google page rankings are all down to search optimization (SEO), and it’s your page copy and effective use of keywords that will get you there. If you’re unsure of what that means and how to achieve it, it’s worth hiring a SEO expert to carry out the work for you. They will work to subtly optimize your website and get you to the top of those Google searches.
Once you’ve got your website copy in order, you should consider evaluating your marketing strategy to assess why it isn’t making an impact. With copy being a key part of marketing, revamping yours could be the catalyst you need to overhaul your entire marketing strategy and make a better connection to your existing and potential customers.