Should You Update Your Website Copy

We all know the old adage “If it’s not broken, don’t fix it”-but there are plenty of website owners who don’t heed that sage advice. As a freelance copywriter, I regularly have clients who contact me asking to rewrite web content that’s only been up for a few weeks or months. When I ask them their reason for wanting to update it, the answers run the gamut:
 
“We were #7 in the Google search results last month, and now we’re #15.”
“I’m just tired of looking at it.”
 
“It’s been up there for six months. Seems like it should we should mix it up a bit.”
The reality is that none of these reasons is necessarily grounds for a web copy overhaul. A short plunge in organic search rankings may not have a noticeable impact on leads or conversions. And by making a change to achieve one goal (seeing your business’ name “up in lights” in Google’s Top 5) you may end up sacrificing some other key initiatives. Plus, with the well-known fickleness of search engines, Google and Yahoo may end up having less of an appetite for your new website copy as they did for the old version. And remember: just because you’re tired of your web content doesn’t mean your customers are.
 
Instead of gutting and replacing content that’s still earning its real estate, why not have a professional freelance writer create some keyword-rich web articles for publication in online directories? A cost-effective Google AdWords campaign can also help give your web presence-and your conversions-a boost.
Of course, there are instances when a web copy update is warranted:
Your conversions have taken a hit. If a lower percentage of your visitors are converting into customers, it may indeed be high time for a content refresh. But before you assume your website copy is the culprit, consider any other recent changes that may have impacted your users’ experience.
Your offerings have changed. If you’ve added or removed products or services, your web content should certainly reflect the change in your business’ direction.
In light of new market developments impacting your industry, new keywords have recently been popping up in your analysis reports, and you want to incorporate them into your web copy.
Whatever you decide, be sure to test as much as possible. Copy updates shouldn’t be an “all or nothing” endeavor. Tweak a little here, sneak in a Google AdWords campaign there, and test the heck out of it. Just be sure to keep a version of the old copy so you can revert back if it doesn’t work out as you’d hoped. And if writing isn’t your forte, enlist the services of a trained freelance writer to give your content a professional touch.