Does the idea of writing (or re-writing) copy stress you out? Are you like me and have a list of things you’d like to update on your website…one day?
Well, then I have a treat for you! Today I have a guest post by the talented copywriter and brand strategist, Courtney Fanning, of Big Picture Branding! She’s got 4 stress-free tips to help you refresh your copy!
As creative entrepreneurs and professionals in charge of our business’s marketing, a complete website copy overhaul can feel like a luxury in terms of time and effort. And while you know the benefits of revisiting your copy include improved search engine optimization and better conversion rates, revising your copy always ends up on the backburner.
If you’re not quite ready yet to take the plunge and perform an entire brand refresh, here are a few simple ways to update your copy that won’t sideline you for weeks or devolve into a complete site makeover.
1) Check-in with your audience
Go into Google Analytics and look at the pages and blog posts that are performing well. Check out which keywords people are searching for that are driving them to your site. Are there any terms, products, or services your visitors seem really keen on that you can try to weave into your copy or content more often?
When I started my business, I had no idea how many people were interested in figuring out their brand personality. When I saw how many people had searched for this term and downloaded my workbook, I suddenly had a hot topic I could draw upon to create more keyword-friendly content and copy that nurtured this subset of visitors.
2) Revisit your core message
Go through each page of your site and determine the purpose of each page and the singular action you want your visitors to take by the time they get to the bottom. Look at your voice, tone, and how you’re positioning your unique promise. As you read through ask yourself, “does this copy support this page’s goal?
Which brings me to my next tip…
3) Remove unnecessary content
Don’t let unorganized copy or copy that drones on, and on muddle your message. The same goes for copy that is overly clever but not really clear.
Nix copy elements that seem more decorative than functional. Is a slogan or tagline still not sitting right with you? Get rid of it. See if it has any effect on your business prospects over the next few weeks. If the MIA copy leaves nothing to be desired, leave it out and move on to revising the less-than-perfect copy elements (like your positioning statement) that *do* matter.
4) Add some “Truth Bombs”
When making a decision about whether to purchase a product or service, we decide with our emotions first and then come up with a rationale to justify the action. Do the work for your visitors by making the rationale plain as day. Highlight a compelling stat or make a bold statement that continues to make the argument as to why they should book your services or buy your product. Make it so logical they can’t help but pick up what you’re putting out there.
Do yourself a favor and pick one of these tips to implement each week.
Save the copy overhaul for when you’ve got the time and the resources to roll up your sleeves and really get in there with the ‘ol red pen.
Go ahead and hit Publish. You got this!
Micro-improvements be damned? Go big or go home?
If you’re ready to go all-in and refresh your brand, website, AND copy, then check out the 20/20 BRAND REFRESH!
In honor of the new decade, I’m partnering up with Courtney of Big Picture Branding to help you update the look and feel of your brand for clearer, more focused messaging and a visual identity that catches the eye.
Together, we have 25 years of experience helping businesses tell their story through words and graphics. Now we want to help you!
