As your business grows, it should evolve… that includes your website. If your site copy hasn’t kept pace with your next level, it’s working against you, when it should be working for you.
One of the most common gaps I see in growing businesses is when their copy is still trying to sell a version of a brand they’ve already outgrown. Even if it’s not immediately obvious, your prospects can feel the disconnect.
But, good news! This is completely fixable.
Here are a few signs your website copy is outdated, and what to do about it (before it starts costing you leads and credibility).
1. Your business has evolved but your website is still stuck in 2007
Yikes. Let’s be frank: If you feel the need to apologize for how your website looks anytime someone mentions visiting it, then you know it needs an upgrade.
But besides its appearance, if your homepage doesn’t feature keywords, your about page is telling an essay of an origin story, your services are hard to navigate, and your basic info is out of date, you’ve got some major issues that can repel the clients you’re aiming to attract and knock you down in search results.
SOLUTION: Audit your site page by page. Does it reflect who you serve now, how you work, and the level of quality you bring? If not, it’s time to reposition and rewrite with Strategic Storytelling.
By the way, interested in a free website audit to figure out areas of opportunity to increase SEO, tighten up your copy, and boost your brand? Ask about my Website RX site audit (it’s free).
2. You’re getting site visitors but not converting leads
This is the equivalent of someone walking into a brick-and-mortar store, glancing inside, and immediately leaving because the layout is confusing or unkempt and they automatically assume they’re not going to find what they’re looking for.
Here’s something not enough people say out loud: if you have to spend every discovery call re-explaining what you do, walking through your process, or justifying your pricing, then your website is underperforming.
SOLUTION: Look at your most-visited pages. Are you addressing your ideal client’s top concerns? Are you clearly communicating your offer, your unique selling points, solutions to your audience’s needs, and your results? If the answer is no, each of those are areas of opportunity that, if not addressed, are probably going to cost you clients in the long run.
3. Your brand voice isn’t strong enough (or worse, it sounds like everyone else)
Templates are fine as a starting point, but successful businesses need a copy strategy that reflects the sophistication of their brand.
If your website could easily be mistaken for a dozen others in your industry, you’re missing the opportunity to stand out. Good copy isn’t just about being easy to read, it’s about standing out online, where the competition is everywhere and sometimes the loudest voices aren’t the best choices. Show, don’t just tell, how your brand is the right choice.
SOLUTION: Refine your voice by discovering your brand tone. Not sure how to do this? Ask me!
How can I help?
Outdated website copy isn’t just an aesthetic problem, it’s a strategic one that you’re paying for each month, yet it’s likely costing you leads and sales.
That’s like hiring a lazy salesperson and keeping them on your payroll even though they’re not bringing in sales and probably making your brand look bad.
If you’re a busy brand who’s ready to stand out online, look into my Signature Site Package, a story-driven, conversion-focused copywriting service for businesses that are ready to align their website’s messaging with the caliber of their work.
Melissa Esposito Writes 