19 Sep 7 Obvious Signs You Need New Website Content

Fresh website content writing – the magic potion for a tired site 

Written by Daniela Cavalletti

5 min read

Deep down you know it’s not right … The style of website content writing that was so perfect for your business five or so years ago? It’s looking a little tired now. Your web content seems a tad worn around the edges, a bit patched up and weary. Plus you may have found yourself stalking your main competitor’s website in an all-too-common case of web-envy.

Keep ‘em Hooked with New Website Content

It happens to the best of us. We’re busy people. Suddenly, before you know it, your website content no longer reflects the company you’ve become. But websites are your potential clients’ and customers’ usual first port of call. So it’s important that everything is kept in ship-shape and your site-visitors can easily and quickly get a handle on what you’re all about. And whether you’re for them.

Website visitors are incredibly impatient and demanding. Before you know it, they’ll be gone without so much as one click to show you whether they care. You don’t want your website to be like that old saggy couch in the corner that no one wants to sit on. You want your website content to feel like that comfy old t-shirt or their lucky undies: a perfect, happy fit.

Signs Your Website Content Writing Wants A Boost

Think it may be time for a bit of a content nip and tuck but aren’t totally convinced? Take a look at our seven clear signs that your website content needs a bit of a facelift, and decide for yourself.

#1. ‘Pleased to meet you, I’m Out-of-Date’

From that ‘latest’ blog dated 2014, right through to the once on-trend stripey suits and highlights sported in team profiles, your website screams ‘I need some love and attention’. Lack of social media links is another tell-tale sign of a modern day pretender. People are a fickle, time poor lot and will quickly move on if they can’t easily connect or access the latest information. An out-of-date website is not the way you want your company’s virtual face to be presented to the world.

#2. 404 Not Found (and other things you’d rather not find)

It’s extremely irritating for a visitor to stumble across a 404 error page, numerous hyperlinks that don’t work or link to a wrong page. Carefully test each link on your site to ensure it’s not broken (plug-ins and apps can take care of that for you) . On the other hand, finding copy littered with typos and grammatical errors is another no-no. Does your website look like Sydney at rush hour – crowded and confusing? Stuffing your website’s pages with too many font types, sizes and colours will cause that effect. As will too many pull-out quotes, boxes and lines.

#3. Home is Where it’s at

A business is judged first and foremost by its home page, so you need to focus on getting it right. If there is not enough, or too much copy that hasn’t been chunked into reader-friendly sections with subheadings, you can forget any stickiness for your site. Web analytics that confirm a high bounce rate for your home page paired with few sales or conversions are strong signs that your website is not being seen as clear, useful or appealing. It’s time for a change.

#4. How Low Can You Go?

If your website content writing is not SEO-friendly (i.e. search-engine optimised), you will rank really low on the search results. Which, in a nutshell, means less visitors and conversions (whether it be sales or clients). Once upon a time it was enough to stuff website content full of keywords. But that’s dramatically changed thanks to Google’s ever-changing algorithms. They now reward websites that boast original, fresh content that is of a high quality, by giving them a higher ranking. So if your content is repetitive, outdated and doesn’t inform, educate or entertain your intended audience, Google will simply stop loving you. It’s that cruel and simple.

#5. Tack-Ons, Twists and Turns

We are often called on to revamp company websites. I’m regularly amazed at the fabulous content we find hidden under layers of sub-menus and third-level pages. Thing is: a website may start off with a clear sitemap … but over the years, people tack on information here and there (and often in unusual places that remain hidden under buried hyperlinks). This can result in a Frankenstein’s monster of a website with many twists and turns and duplicate copy (which Google ranking bots hate). Sometimes, you need to get back to basics and audit your website’s material to assess what has to go in the bin and what is salvageable.

#6. Enough About You

Website content writing can no longer read like a glorified brochure and just be all about you, you, you! It has to be how you make life better for your client, customer … even the world! You want them to feel it’s all about them. Try to keep the balance of talking about you and your products, and talking about your reader and their needs, to around 1:3 and you’ll hit the sweet spot.

#7. What do your clients say?

People love to hear what others are saying about your company, staff, products and customer service. ‘Testimonials’ and ‘Case Studies’ are two of the most visited website pages, so if you don’t have these, get them fast. Another important page is ‘About Us’. Your site visitors want to hear a cracking story about why you do what you do and what you stand for, in a way that is interesting to read. Don’t be afraid to tell your readers what you believe in for. Let them find out about your values, so that they can see whether you’re aligned or not. This will help them and you separate your ideal clients from those who are not suited to your business.

Neglect is cruel – and bad for business

Your website is the virtual face of your business. Be kind to your prospects and your bottom line and avoid the retro-feel of the first websites of the 90s. We’re all are guilty of neglecting our website copy from time to time; things just get busy. It’s when you leave it too long and your website and actual business are no longer recognisable as one and the same that you have a serious reputation and marketing problem on your hands.

Simply give your website a little bit of regular lovin’ – and you’ll stop Google (and your potential customers) from breaking up with you.

Ready for a bit of virtual pampering? Let’s get your website revitalised with some fresh, intriguing and engaging copy to increase your website traffic and conversions. To book your wordsmith spa-session contact us today.