How to update website content: a step-by-step guide for business owners

If you are guilty of fiddling with your website but not know how to actually update your website content effectively, this blog is for you. How do we know the difference between unnecessary perfectionism and a real need to make changes to our website copy? It's not always easy to tell. In this short and sweet blog post, I'm going to point out the most obvious signs that it's time to update your website copy.

Updating because you've added new offers

People can only buy what they can find. Assuming that this is a service or offer that you want to share publicly, you're going to want to make a place for it on your website. The good news? As long as this service is in-line with your current offers and messaging, minimal website content changes are needed.

What to do

• Compare this new offer with your your existing messaging. Take a look at your existing messaging strategy and ask yourself: how much of this aligns with my new service? What will I carry over versus what isn't as applicable?
• Define your offer-specific messaging. You'll want to consider any specific offer objections they have, building your authority and how you'll drive connection for the offer.
• Write a sales page for this new offer. Remember to outline it according to the buying journey for that offer.

Updating because you've made a significant pivot

If you've changed up your niche, you want to start attracting a different type of audience, or the price point of your services has significantly changed, you're going to want to match that with some significant website copy changes. This is going to help you make sure that you attract the right types of clients and establish yourself as a reliable authority in this new space. 

What to do

• Identify exactly what changes are happening
• Redefine your ideal client avatar
• Take a look at what website content is still relevant vs what needs to be added/changed
• Start writing content for those new or updated pages - you might need fresh sales pages, you will likely have to update the about page, and refresh website case studies to reflect your pivot.

Updating because you're attracting wrong-fit leads

Only getting inquiries from non-ideal clients? It probably means that we can do a slightly better job of helping our website readers self-qualify. Let's do something about it!

What to do

• Make sure readers have the needed info: Are we making sure that our readers have all of the information they need? Have you listed your prices? Can people easily choose an offer / path from your homepage? Does your Services page clearly distinguish between your offers?
• Revisit your website's goal: Are the leads taking the action you want them to? If so, how is that working for you? (E.g. Maybe the leads are filling out your contact form, which is what you wanted them to do. But you're starting to realize that asking them to book a 20-minute call with you would be better for filtering out the inquiries who aren't that serious.)
• Specifically revisit 'Your Signature Brew': Ask yourself - what is it about these clients that makes them less than ideal? Who would you prefer to be working with? How can you position yourself, your business, and your services in a way that makes them more attractive to that perfect-fit client?
• Revisit your messaging strategy: Now that you have a bit more clarity on who you don't want to serve, revisit your ideal client avatar and brand messaging strategy. What pieces are missing? Do you need to do more authority building, so inquiries take you more seriously? Do you need to do a better job of overcoming objections ahead of time?
• Update your website copy accordingly

Updating because you're getting a lot of questions

Are you getting emails or hopping on sales calls with inquiries who are still asking questions like "what are your prices?" or "what does that package include?". If so, we may need to do a better job of front-loading the most important information.

What to do

• Revisit the structure and copy of your Services page: Do we need to add a menu to the page, so people can easily find the information they're looking for? Can we move around some sections so the 'missing' info is more obvious?
• Revisit the structure and copy of your Sales pages: Do the same for the sales pages for your individual services/offers. How can we move things around so that the information your clients really need is front and centre?
• Think about your website's goal: If your current goal is to book sales calls, would it be helpful for those inquiries to fill out a contact or application form before booking themselves in your calendar? Could you automate your systems so that any inquiry automatically receives a pricing and packages guide? 

Updating because your website isn't converting

If you're not generating any leads or clients from your website, the first thing you want to do is make sure that you don't have a traffic issue. Are people not converting, or are they simply not visiting your website? Remember: your website's goal is to convert, not to attract. You need to have some other piece in your marketing or sales strategy - referrals, SEO + content, social media, etc. - to drive traffic to your website.

If you can see that your site is getting traffic, but visitors are dropping off and you’re never getting bookings or leads, then it might be time to make small strategic changes.

What to do

See how people are interacting with your website: I recommend installing a tool like Hotjar onto your website to see how people are actually interacting with your pages. Where are they dropping off? What are they reading? What are they skipping over? Which pages are they visiting? 

Then, make some informed decisions: If you were to simply dive in to making changes to your copy right away, you'd be going blind. Take what you learned from Hotjar (or however you tested your website) and make some important decisions.

• Can you restructure your homepage, to guide them towards more appropriate content?
• Can you come up with a strategy for capturing leads right away (like with a pop-up or on-homepage freebie), so that you capture leads before they X out of your website?
• Do you need to consider non-website-related changes, such as your pricing structure?

To sum it up, updating your website content isn't just about keeping things fresh; it's about making strategic changes that align with your business goals, attract your ideal clients, and enhance the overall effectiveness of your online presence. Whether you're adding new offers, pivoting your services, refining your target audience, clarifying your messaging, or aiming to improve conversions, each update should be thoughtful and purposeful. Regularly revisiting and refining your content ensures it remains a powerful asset in attracting the right clients and growing your business. With the right approach you can make your website work for you.

Looking for more copy tips?

If you’re wanting to improve your copy to book more clients, check out more tips below!

6 Effective Sales Page Templates: Why Generic Doesn’t Cut It >

Sales Page Structure Secrets: A Guide for More Conversions >

Website Copy: 4 Common Mistakes to Avoid and How to Fix Them >

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