Have you noticed that your website is looking a little dated? Perhaps it’s just not bringing in web traffic like it used to? A website redesign is a great way to improve user experience, increase conversions and, ultimately, boost business.
During a redesign, it’s only natural that you might want to prioritise the visual elements. However, by overlooking the actual content and leaving the copy as an afterthought, you risk creating a site that is all style and no substance.
Here at Adtrak, we understand the importance of compelling copy; that’s why we’ve compiled some of our top reasons why you shouldn’t overlook copy in a website redesign.
First impressions count
While a well-designed website with a shiny new layout will no doubt catch the eye of visitors, it’s the quality of the content that makes them stay.
If your copy is poorly written, grammatically incorrect or just plain confusing to read, this immediately sets a negative first impression. This lack of care might put potential customers off – if you don’t take the time to ensure your own content is right, then why should they trust you?
Your copy should match your brand identity
Your copy is the voice of your brand.
When visitors arrive at your website, this may be the first time they’re interacting with your business. Therefore, it’s crucial to ensure that your copy aligns with your brand identity and is written with your target audience in mind, including in tone of voice, messaging and the language used.
Your website copy allows potential customers to get a sense of who you are, so if your business is known for being especially friendly and approachable or professional and authoritative, then your copy should be too.
Poor copy impacts SEO
To put it simply, there’s no point in creating a fancy new website if no one can find it.
Poorly written copy will lack relevant keywords and lead to lower user engagement and higher bounce rates. This means it won’t rank well in search engines and, consequently, will be much more difficult for users to find organically. Regardless of how good your website design is, if its copy isn’t properly optimised then it just won’t generate the traffic and conversions that you need.
Your company information may be out of date
How long has it been since you last reviewed the copy on your website? If it’s been a while, then it’s likely that all your company information is no longer up to date.
Perhaps you’ve recently expanded and started offering some new services? Or maybe you’ve changed your focus from targeting domestic customers to taking on more commercial projects? A website redesign is the perfect opportunity to update your copy, ensuring it is current and accurately reflects your business and its goals. Failure to do so could mean that you miss out on business opportunities due to potential customers being misinformed about what you offer.
Great copy drives conversions
Ultimately, the goal of your website is to drive conversions, moving customers along the sales funnel from awareness to action. Well-written copy plays a huge part in this as it builds trust, establishes your authority and educates your audience.
Whether it’s through persuasive page copy, engaging product descriptions or clear calls to action, your website copy should connect with users and encourage them to take the next step. By contrast, badly written copy will likely discourage potential customers and cause them to look elsewhere, resulting in a low conversion rate.
Here at Adtrak, we take a full-service approach to every website redesign project we work on. Our team of expert copywriters can review your existing copy to ensure it reflects your brand, engages your target audience and follows SEO best practices.
Want to know more? Get in touch with us today to take your website redesign to the next level.
