Website Not Delivering Results? It Might Be the Copy

website copy
If you have all the flashy features and fancy design you could ever want on your website, but you’re still not getting the results you want, it’s time to take a good, hard look at the unsung hero of all websites—the copy
If you’ve been neglecting your website copy, you’re not alone. Good copy, bad copy, just plain sloppy copy—it all looks the same at a glance, unlike stunning design or dynamic features. But when push comes to shove (and website visits come to conversions), copy is very important. It’s what actually convinces your potential customers to commit to you. Not to mention, subpar copy will devalue your website when it comes to Google rankings, too. 
So, if you’re wondering why you aren’t getting the stellar results your beautiful website deserves, here are a few signs that it’s time to rework your website copy. 

#1: New Keyword Trends = Outdated Copy

Monitoring keyword trends and updating your content to match them, is super important. It’s not something you can just set and forget. If you haven’t updated your copy in a while, odds are it’s out of date and losing favor with the almighty Google. 
You should always be paying close attention to what your potential customers are typing into Google and other search engines, and using those search terms effectively in your copy. 

#2: Your Customers’ Problems Have Changed 

Here’s something we harp on a lot at Uptick—you aren’t selling products and services. You’re selling solutions to problems. What does that actually mean, though? It means you have to always have your finger on the pulse of what your customers’ problems are, because they will change and evolve over time. Not to mention, you’ll learn more about your ideal customer down the road and what they really want. 
Not only do pain points naturally change over time, but circumstances also arise that can present new opportunities to solve problems—like COVID-19, for example. 
Make sure you’re assessing your copy regularly to make sure the pain points you’re addressing are still relevant. 

#3: Your Solutions Have Changed

When your website copy grows stale, it can be hard to remember what it says. That might sound weird, but it’s true—websites are big beasts, with lots of copy in every corner. When your business evolves, it’s important to make sure the evolution is reflected everywhere. That means every little nook and cranny of your website. 
If you now offer a new product, make sure that’s conveyed throughout your site. If you’ve upgraded an old product, added new team members, won awards, etc., the same thing applies. Depending on your particular niche, your offerings and your customer demand will no doubt expand as your business grows. It’s important that this information is completely consistent throughout your website. Potential customers scare easily: if they get confused or can’t tell what you’re actually offering them, they’ll bounce. 

#4: Your Competitors Are Doing Better Than You

Plagiarism is a huge no go—ethically, and with Google. But competitor research is a huge yes! Compare your website’s copy with your competitors’ and see how it holds up. Does your competitor’s copy sound more convincing? More specific? Does it appeal better to people’s emotions? What’s the voice like? 
Reflect on your own copy, and be honest with yourself about how it compares to others’. Figure out how you can make yours more specific, more approachable, easier to read, or add whatever it’s lacking in your own way. 
Remember—the goal is to empathize with your customers’ problem, present the solution, and then show why you’re the best company to provide that solution. 

#5: Your Brand Voice Has Changed

No brand guide is written in stone. Brands, just like people and businesses, evolve over time. Logos are updated, color schemes are reworked, and voices are redefined. 
There will come a time, whether it’s in two years or 80 years, when your brand becomes stale. As long as you maintain a good understanding of who your customers are (or who they need to be), you’ll know when it’s time to rebrand. 
Just make sure your rebrand is thorough! That includes updating your website copy to reflect your new style and speak to your new audience. 

#6: Your Original Copy Was Limited By Budget

If your business has been around for a minute, you no doubt remember where you started—and with what you started. Quality website copy doesn’t come cheap, so it’s not uncommon to pay for the bare minimum, or even do it yourself, at the beginning. 
Everyone thinks they’re a writer (how hard is it, really?), but the truth is there’s a lot that goes into copy, and even more that goes into marketing copy. A professional will know exactly how to speak to your audience in a way that effectively and psychologically leads them down the sales funnel. They know what your customer wants to hear, in what order they want to hear it, and in what voice they want to hear it. They even know how many words they want to read, as well as all the things that might make them stop reading. 
If you started out with the barest of bones, it might be time to invest in the thing that will actually convert your customers. 

Ready for an Update?

It’s a good idea to revisit your website copy at least once every two to three years—sooner if you rebrand, update your products or services, add sections to your website, etc. Not sure what to look for? We can help you with that. Our team of professional copywriters knows what your audience wants to hear, and we’re experts when it comes to conveying your brand message. Start a conversation with us today.