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7 signs you need new website copy

As a mum in business, you know that having a killer website is like having a secret weapon in your back pocket (along with the snotty tissue, unicorn hair clip and Fruit Shoot lid).

But here's the deal – if your website copy isn't actively bringing in potential clients and helping your business grow, it might be time for a makeover.

If you're juggling a million things like me, keeping your website updated with fresh, relevant and engaging content is a tough job, and often slips down the list of priorities.

I've got 7 reasons why you absolutely need to consider getting some sparkly new website copy. And guess what? You don't have to do it all yourself – it's time to consider bringing in a copywriting superhero to save the day.


1.      It’s not clear from my homepage what I do

If your business was a shop, your homepage would be your shop window. It’s often the first page a dream client will come across, particularly if they find you on Google. So first impressions really do matter.

Shockingly, only 20% of people will read beyond your headline. That’s why you need an attention-grabbing opening to make people want to read on. It’s the most important piece of copy on your website.

Everything above the fold (what your visitors can see before they scroll down) must be clear and compelling. So, in this relatively small amount of space, you need to clarify:

  • Exactly what you do

  • Who you do it for

  • How you can help them

  • What they should do next (your call to action)

Unfortunately, many businesses include copy on their homepage that’s incredibly vague and full of buzzwords and phrases like:

🥱 “We create synergy”

🥱 “Let me help you drive the evolution of your business solution”

WTF? That’s only going to put people off and send them straight to a competitor.

Make that first impression count. If your copy isn't giving them heart-eyed emojis from the get-go, it's time to hit refresh.

Your dream clients deserve magnetic homepage copy that draws them in and leaves them wanting more 😍


2.      My website copy is more about me than my target audience

This is one of the mistakes I see a lot on other people’s websites: self-centred copy sprinkled with the same old cliches that have been used to death.

Reading “I’m passionate about…” anywhere on a website, makes me want to throw my laptop out the window!

Firstly, it’s so overused, it no longer means anything. It’s just lazy copywriting.

Secondly, so what? So what if you’re passionate about making jewellery or dog grooming, or whatever you do for business. Why should your potential clients care about that?  

They want to know how you can help them. They want to know that you’re good at your job and that you’re the right person for them, not how much you love what you do.

So if you want to get clients through your website, you need to speak to them directly. Focus on what matters to them, how you can help them and why they should choose you.

To misquote McFly, it’s NOT all about you!

Of course, there’s no harm in including a few little fun facts about you - after all, people buy from people - but focus on what your ideal client wants/needs to know about you.

Top tip: Write in the first or second person, and for every ‘I’ you use, include at least three ‘yous’.

And if you’re a one-woman show, don’t be using ‘we’ to make your business sound bigger than it is. Be authentic and transparent about the face behind the business.


3.      My website copy isn’t up to date

Are you ashamed to direct people to your website?

Does ‘Update website copy’ keep slipping down your to-do list?

If your business has evolved and your website copy is no longer relevant, you’re missing a huge opportunity.

Let’s face it, if your website copy was written a few years ago, chances are it could do with a refresh. It should offer a clear overview of your business, including each service you provide, how people can get in touch, as well as up-to-date pricing.

So, if it doesn’t do that (or if it mentions different services and details to what you share on social media), it’s misleading your potential clients and could be sabotaging your sales.

The benefits of having up to date, strategic website copy, and keeping it updated is, you own your website.

You might post regularly on social media and rely on that to bring in business. And that’s great. But you don’t own the social media channel, so what if you get banned or hacked? Where will your followers go to find you and buy from you if your website isn’t up to date?


4.      Nobody can find me on Google

I hate to break it to you, but the majority of your target audience probably don’t even know you exist.

So, when they look for a solution to their current problem, they don’t type your business name. They google relevant keywords. That’s why you need to be including these relevant SEO keywords and phrases in your website copy.

A good website copywriter will carry out keyword research on your business and include these in the copy they write.

When you optimise your website copy with relevant SEO keywords and phrases, you’re giving yourself the best chance of attracting your dream clients through Google.

Blogs are also a great way to help improve your search engine rankings. Search engines (like Google) favour websites that are regularly updated with fresh and relevant content.

By having an active blog on your website, where you talk about the stuff your audience might be searching for, you’ll show up more in searches.


5.      My website copy is a huge block of text

I don’t know about you, but huge chunks of text put me off. I don’t have time to sift through endless lines of copy without a single break or heading.

Too much information can overwhelm, and an overwhelmed visitor is like a toddler on a trampoline – they bounce!

People are busy and have short attention spans, so your website copy needs to be easy to read and skim through when they’re waiting for the kettle to boil or for their kid to finish their swimming lesson. Obviously the visuals and design play a big part in this, too.

Don’t forget to consider that most people will view your website on a mobile device, which has a much smaller screen. That means large chunks of text will appear even bigger on a mobile.

There are a number of techniques you can use to make your website copy more readable:

  • Short paragraphs

  • Plenty of white space

  • Headings

  • Bullet points

A website copywriter can help declutter your content, making it easy for your visitors to find what they need without feeling like they're lost in a soft play of words.


6.      My call to actions are boring

If you want your visitors to do something – sign up, buy, book – give them a reason to hit that button.

Simply writing “Click here to find out more” ain’t going to me make want click. Have some fun with your call to actions. If ever there’s a time to grab attention and make people want to take action, it’s with your call to actions.

It’s also a good idea to include a few CTA buttons throughout your page, so you can cater for different visitors. Some people will be ready to click after reading your headline and intro. Others might want to scroll and find out more before deciding to click. So make it easy for them to take the next step.

If your call to actions are more like muttered suggestions, it's time to turn up the volume. A website copywriter can craft compelling call to actions that make your visitors want to shout "I'm in!"


7.      I wrote my own website copy

It’s hard to write your own website copy. You need someone who’s not emotionally involved and can come at it from a strategic perspective.

Strategic website copy is about: 

  • Clarifying your overall messaging

  • Researching your audience and talking to them in their language

  • Setting you apart from competitors

  • Adding in all the right SEO keywords

  • Keeping readability in mind

  • Getting creative with call to actions

So, if your current words haven’t been doing all that for you, you need new website copy for your business. And that’s why you should invest in a professional website copywriter.


Book a call with me and let’s chat about how I can make your website copy work harder for you and your business.


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