How Often Should You Change Or Rewrite Web Copy

When the economy tanks you need to work smart not hard. And one of the easiest smart things to do is rewrite web copy. You need a website that helps your prospects and customers make buying decisions. So they buy YOUR stuff, not the competition.
Why rewrite what you already have?
There are many reasons, all backed by solid research. And they all make you more money too…
First, here are some stats from a recent usability study:
o 79 percent of test users always scanned any new page they discovered
o Measured usability was 58% better for a more precise and shorter version versus the old lengthy control
o The scannable version was 47% better than the voluminous dense text version
A huge improvement in user experience and one I am sure you would be happy with.
Credibility is a big issue because the reader may be unsure of who is behind the information on a website and if it can be trusted. This can be improved by high quality over all – graphics, copy and use of hyperlinks to make the experience enjoyable
Remove hype. Studies show that people have what’s called a cognitive burden, which slows them down as they filter out all the hyperbole and marketese. When you rewrite web copy so it is simple, direct and easy to understand, your readers will be more likely to absorb and act upon your sales proposition, because they are not wasting mental resources filtering…
Search engine optimization – you want your web pages to naturally occur on the first page of search engines. If the copy is not done correctly, the SERPS will reject your page as “spammy”. The money you spend building links and other tactics is wasted.
SEM (search engine marketing). You can blow big wads of cash for no return on a Pay Per Click campaign. If the copy on the page doesn’t match the Adverts, you pay a penalty. (See our article titled “Writing PPC Optimized Web Copy” for a greater insight). If you rewrite web copy you save a small fortune in advertising costs.
When you rewrite web copy it shifts focus to improving versus creating. Your web pages need scannable writing with highlighted keywords such as hyperlinks, bold and underlined and varied typefaces. Subheads that mean something to the user, bulleted lists, and a journalistic style (the inverted pyramid). You direct the reader quickly to your proposition and it is easy for him to understand. So he buys YOUR stuff and not the other guys…