Each year during November and December, I review our marketing efforts and website content. Businesses change and grow and the content that was created in January or even last year can become dated for many reasons.
Many of these reasons include: target markets changed, industries get disrupted, new competition enters the market, competitors disappear, new technologies are introduced, and the economy shifts.
Generally, when businesses create a website, the copy is written and rarely updated afterwards. The only new information added are monthly blog posts and news releases.
Creating authentic and informative content is crucial for securing new business and maintaining a healthy sales pipeline.
Five Questions to Consider When Refreshing Your Website Content
1) Does the Website Content Convey the Why of Your Business?
Read through each page, do not gloss over the content. With a critical eye, ask yourself, does the copy written adequately convey to the target market the Why of your business?
For service providers and consultants, does the information about your services explain Why you do what you do? Simon Sinek talks about how any company can talk about what it does. However, very few companies can concisely state the Why of the business.
Individuals purchase because of the Why not because of the What a business does. Unsure about the difference, check out Sinek’s book “Start With Why” or view his TEDx Talk.
2) Is Your Call to Action Clear?
When the Why of your business is clear, then developing a call to action becomes easier to write. We’ve all visited a business website and after a few minutes were unsure of what services or products the business offers.
Most of the time, we default to call now, purchase now, I need sales now type of copy for the call to action. Effectively conveying the Why of your business is critical for moving products from the purchase status to the shopping cart or for service companies to encourage individuals to send an email or call for more information.
3) Is Your Website Content Heavy?
Older business websites can become content heavy. Much like homes with new rooms added over generations, websites can visually produce a heavy dated feeling. In addition to updating the content, also consider changing themes or revising the layout and colors.
With our shortening attention spans, we willingly give digital content mere seconds before clicking to the next website or social media platform. Secondly, refreshing content helps maintain a healthy website SEO.
4) Will a Potential Customer or Client Believe Your Story?
How many times have you visited a website or read the online advertisement and thought, “Hmm, sounds too good to be true?” Our brains are designed to pick up false or inconsistent subconscious information. When we read or see information that creates a false or unauthentic feeling, we stop reading and click to something else.
Again, ask yourself would you purchase the product or service from your business if you were not the owner?
Individuals crave authentic stories and seek to do business with people they can trust. Seek feedback from current clients and customers. Ask if the website content feels real and engaging. If not, rewrite the content to reflect the Why of your business.
5) Does Your Website Content Sound Like the Competition?
Earlier this year, I noticed how Tier 1 management consulting firms were using similar copy that included the same language and buzz terms. After viewing several websites, it was difficult to differentiate the firms and their service offerings.
Creating original content is difficult and takes time to draft, edit, and then rewrite again. However, the downside for not creating unique content is that the business website and information will appear similar; if not, the same as the competition. When we read online, rarely do we finish the paragraph or sentence! If a potential customer is quickly scanning your website, its best to avoid being confused with your competitor.?
Websites are the storefront for our businesses. Remember to take time when crafting the content, potential clients will read first about your business.
