For most business owners, your website is your best marketing tool. You use it to attract new traffic from Google, provide further information about your products and services, and direct social media traffic. But only a great website can achieve these goals.
Website design and functionality are important – super important. Without them, brand image, user experience, and marketing metrics can suffer. But in the end, they don’t matter much if web traffic isn’t receiving the information they need from your site – and what makes that happen is effective copywriting.
Wondering if your website copywriting is working as hard as it can be for you? Here are five of the biggest reasons to consider updating your website content.
To Improve Your SEO
If you’ve been a loyal follower here for a while, you know how important search engine optimization (SEO) is for your business. Although many different factors contribute to your overall SEO score, keeping your content fresh definitely helps.
When there are recent updates, frequent updates, or recent publishing, Google completes more crawls of the site, leading to better SEO rankings. And the higher your site ranks for certain keywords, the more likely it is to be visited by search engine users. Improve your chances by writing the best SEO website copywriting possible!
To Improve Your Website Stats
When’s the last time you took a look at your website’s traffic statistics? If it hasn’t been anytime recently, log into your site’s backend and review them now.
The statistics from your website’s admin panel provide you with a ton of information – and then Google Console and Google Analytics give even more. From basic information such as how many visitors your site attracts to more complex information such as bounce rate, learn what’s working and what isn’t regarding your website copywriting.
The amount of web traffic your site is generating depends on many factors, including how long you’ve been online and how much time (and money) you spend improving your site’s SEO. However, if you see a low amount of website traffic, a short session duration, or a high bounce rate, your website copywriting isn’t doing its job.
To Refresh Your Branding
When potential, new, or existing customers visit your website, they expect to read information that correlates with your current branding. Do the words on your page portray your business accurately? Do they provide web traffic with a solid idea of your company’s mission and beliefs? Do they correlate with your in-store experience (if applicable)?
Often, a business starts in one direction but then, over time, chooses a different path – and adopts an entirely different brand image. Your business name, tagline, and slogan need to match this identity.
Personality is another brand component. Some businesses have a reputation as being fun and lighthearted, whereas others are more serious and knowledgeable. Use words that strengthen your brand in the best way possible.
To Update Your Information
Your website copywriting needs to provide web traffic with the correct location, hours, product availability, pricing, and contact information. There’s nothing more frustrating than visiting a store during its posted hours of operation only to find out that it’s closed or inquiring about a product or service that’s no longer offered.
Keeping information that isn’t reflective of who you currently are as a business can quickly lead to negative perceptions. It can question your reliability, trustworthiness, and professionalism as a business owner – and leave the door wide open for a competitor to step in.
Complete a thorough review of your website copy and ask yourself if it provides the right information to your customers. Even better? Ask a trusted, impartial friend (or hire a Toronto freelance copywriter) to review your site and provide suggestions for areas of improvement.
To Remain Competitive
More than likely, there are plenty of other businesses that offer the same (or similar) products and services to yours. That’s why you need to make sure that you’re doing everything possible to stand out from the competition, like utilizing strong website copywriting.
Your copywriting can showcase how your business’s offerings are different and better than anything else on the market. Optimize this content for SEO to stand a chance at being chosen by search engine users.
The Bottom Line
When you’re looking for information about a specific product or service, Google is likely where you look for the answer. In only a matter of seconds, you can form an opinion about a business based on its website. That opinion will weigh heavily on your decision-making when it comes to making a purchase.
Now think about your own business’s website: Is there informative, up-to-date, engaging copywriting that converts website traffic into leads?
Anything less than a confident “YES!” is worth asking for an expert opinion. As experienced Toronto copywriters, we would love to help you out! Schedule a free 15-minute consultation with us today to learn if you could benefit from refreshing your website copywriting.