Although website copy is ‘the words on your website’, it’s far greater than this simple definition. Ultimately, your website copy is the compilation of your core messages, packaged and optimized so it’s totally perfect for the person you’re most eager to work with! 

It’s one thing to like your website, but another thing entirely to have an online home base that reflects the heart of your brand in every way. When you have an aligned message, that’s when your brand can grow into greatness and attract the people you’re excited about connecting with.

If you feel your website needs an update but aren’t totally sure if you need new website copy, read on for the 4 signs to look out for, plus how to know if the culprit is your messaging.

1. YOU HAVE LITTLE/NO COPY ON YOUR EXISTING SITE (OR WHAT YOU DO HAVE ISN’T CONVERTING). Then you need new website copy!

Think of it this way: if all you have on your website are photos, portfolio pieces, and vague testimonials, how can anyone figure out what you do and contact you to take the next step? Copy is the cornerstone of great design, so it’s important to structure out a website with an eye to the message before doing anything else. While it’s generally okay to work on the brand identity and brand photography at the same time as your copy, design should always come after copywriting.

Often, my clients come to me with one of three situations: (1) they don’t have a website (or have had a coming soon page live for wayyyy too long), (2) they have minimal copy, or (3) their site is full of words and lacks conciseness. 

If you’re not totally sure, take a moment to assess your current site. It’ll be immediately clear which camp you’re in. For those who have an existing site but don’t know if it’s converting, consider this:

1. Are you getting solid leads and bookings from ideal clients?

2. Do you see yourself growing and expanding to serve more clients?

3. Are you embarrassed to send people to your current site?

4. Are you rebranding and feeling more excited about the design than the words on your website?

5. What do your analytics and heatmaps show you about website visitors? After checking for technical issues, are people leaving your site too fast? Not scrolling down important pages? 

6. Do you often see price objections from potential clients on discovery calls? 

7. Do you struggle to explain what you do in a meaningful and differentiated way?

The answers to these questions will guide you.

2. YOU’VE BEEN IN BUSINESS FOR SEVERAL YEARS… BUT YOU NEED TO SPEAK TO YOUR AUDIENCE MORE CONFIDENTLY.

You may have copywriting on your site that feels ooookay, but does it truly show the impact of what you offer? Reach into people’s hearts and wallets? Share your unique message in a way that doesn’t sound or feel like your competitors?

As the saying goes, what got you here won’t get you there. To reach that next level and build a business that lights you up, that brand message needs to be the best damn thing in your business, the scaffolding upon which your branding, website, and marketing are built from. 

When you know your message, marketing becomes more natural and easeful.

3. YOU’RE MAKING A SHIFT IN YOUR BUSINESS.

If you know that you are ready to launch a new service, refocus on something else (pivot, anyone?), going from a business of one into a team, expand into a new area of expertise, or grow into education, now is the perfect time to focus on your messaging. 

This is especially true if you’re a multi passionate business owner combining many things under one roof. For example, if you’re a web designer who is also a business coach, or a wedding photographer that is segueing into boudoir as more than just a secondary service. 

I’ve worked with many clients who need help articulating a new signature process, adding templates or courses into a services-driven business, or even business owners who are continuing to focus on services but want to share what they do in a more efficient, impactful, and beautiful way.

4. YOU’RE WORKING WITH A DESIGNER (OR JUST BOUGHT A TEMPLATE) BUT ALL YOU HAVE ARE THOUGHTS, NOTES, OR IDEAS THAT NEED TO BE TRANSFORMED INTO TANGIBLE, WORKING COPY.

If you felt ready enough to book a brand and web designer, chances are good that your copy also needs help. If the aesthetics of your brand feel off, that usually points to a deeper element within the brand that needs revisiting.

On Instagram, I shared my take on this: if you can afford design, you can’t afford not to hire a copywriter. (This is especially true if you’re investing thousands in design!)

Something I hear a lot is that clients “can’t afford” to hire a copywriter after they’ve invested in design. But if the words on your website don’t connect with your ideal client, all that design you invested in isn’t being used to its highest potential. In other words, you aren’t getting your best ROI and you may end up spending more trying to correct mistakes later.

If you’re considering a major uplevel, this is what I recommend: find out what you’re going to do about your copy at the same time you’re looking into designers. Budget early, and remember, most of us offer payment plans so you don’t have to invest it all upfront.

Bonus: HOW TO KNOW IF YOUR MESSAGING IS THE PROBLEM.

What you may have noticed while reading this is that I often refer to messaging and copywriting near-synonymously. Although messaging always comes before copywriting, they are ultimately intertwined. While it’s always possible to glow up your current copy and make updates instead of overhauling, you can be sure the problem is with your messaging if…

(1) you know you’ve outgrown what you started with, 

(2) the words on your site (and even on social media) no longer explain what you do with maximum impact, 

(3) you’re trying to reach that next level but struggling to aggregate the elements of your vision.

Are you ready to do great things this year? Start with your messaging. Or reach out and we can develop your core messages with and for you!