How often should I update my web copy?

Of course, businesses should always have fresh content for their blogs and social media accounts.  It’s just good business to engage with your potential customers on a constant basis, and because this activity leads to better search engine rankings, it also means there’s more business coming through your door.  It’s a win-win.

All this goes without saying, so for this post let’s focus on more fundamental changes in your web copy.  Specifically I’m talking about changes to your home page, about us and services pages.

When should you update you core web pages?

Updating your core pages is difficult because it means you have to refocus the unique selling proposition of your company.  You have to get in a little bit closer.  You have to refine it, and find a better appeal.

That’s no easy task.

Fortunately, as copywriters, there are a few tricks and tests you can use to make sure you’re reaching your readers with real ideas so you can build real conversations.

 

To illustrate these tests, let’s use this example headline, above.  If this home page copy fails 2 or 3 of our tests, it’s a pretty clear indication that they could dramatically improve their readership by redefining their marketing message.

1. Can you picture it?

Can you close your eyes and picture what this is?  No.  I’ll give you a hint.  This is from a website for a mobile app.  Now, can you picture the app providing guidance for your family?  What does that look like?  How does that work?  If you can’t see a situation in your mind, then it’s pretty clear – this headline will leave a lot of people scratching their heads as well?  And that’s not a great first impression.

 

2. Could it be a line in a movie? (Is there a before and after?)

Could you imagine a famous actor or actress saying this right before something big happens in a movie?  Slogans like, “Just do it”, “Where’s the beef?” and “Calgon take me away”, all do this… and they’ve been used for years because of their selling power.  Could you ever imagine a situation where the words, “mobile guidance for your family,” would seem appropriate?  If so, what kind of character would say that kind of thing?  What situation would it be in?  And how would that situation play into the underlining value statement of the product?  Unless there is a clear and simple line of thinking here, this headline doesn’t stand much of a chance of capturing reader’s imaginations.  And what do you think that will do for sales?

 

3. Who is the hero?

Does this headline pass the “Be like Mike” test?  Here’s what I mean by that.  By having mobile guidance for my family, am I going to be a hero in some way?  Will my family adore me (like Mike)?  Or will people think I’m smart because I came up with a solution to my problems (like Subway’s Jared)?  Simply put, is there any element of fame for me to soak up?  If not, than this company’s solution might fall more in the “have to do it” category, instead of being something that I deeply “want to do”.

 

4. Is it something, itself, or is it about something else?

Your marketing message should be A MESSAGE.  It shouldn’t be about your company and what you do.  This is such a common mistake, and, in my opinion, one of the biggest reasons to update your web copy.  For example.  Apple never came out and said, “We are the best at A, B and C,” they said, “Think different.”  Even though this is such a simple idea, when a company says it, it becomes an incredibly potent selling message because the chain of logic is a clear as can be.  If you are someone who thinks different à use Macintosh à and you’ll have the tools you need to think different.  This message doesn’t focus on the company.  Instead, as I pointed out in #3, it makes the users of Apple’s products the true thought leaders of the day.  If your core webpages talk ‘about’ your company and your products but never take a stand, or make an effort to tell people your message, then how is anyone supposed to remember you?

 

5. Is it clever or cute?

I’m still scratching my head about the idea of “Mobile Guidance”.  It makes me picture some kind of remote control for your kids.  Still, it’s hard to understanding exactly what they’re talking about.  This isn’t entirely their fault.  This is the problem is something we all run into when a product does something new, something technical or it has a new application that most people aren’t aware of.  But the worst thing to do in this situation is to make a compound noun.  People can’t look it up in the dictionary.  No one can use it without explaining what they mean in the next sentence.  I wouldn’t say this headline falls in the category of classically “clever” or “cute”, the reader’s response might just as well be the same.  “Huh?”  David Ogilvy says that you spend 80% of your advertising dollar on the headline.  If you web copy makes people strain to figure out what you’re saying, then it follows that only the remaining 20% will take the time and effort to read much further.

 

6. Does it answer the “Oh yeah?” question?

If you website starts with a big idea such as, “Lose weight without dieting,” then it had better offer me a glimpse of how that works right quick.  Is this a medication?  Is this about a newly discovered Chinese tea?  Some kind of new device?  Or what?  If it doesn’t answer a reader’s natural curiosity within the first 7 seconds – you’ve lost them.  Why?  Because they start skimming to find out what you’re really talking about.  And when they start doing that, you’ve only got half their attention.  If the copy on your website doesn’t answer reader’s natural questions (before they’re asked) then it’s not taking the first and most important steps towards conversion.  Luckily, these issues can usually be easily addressed with a copy critique.

 

7. Is the lead well matched with product awareness?

In the example headline above, we need to ask ourselves how familiar our consumers are with the problem this app is trying to address.  By doing that, we can also match our approach with their amount of awareness.  In this case the problem is pretty apparent.  Kids are spending so much time on their mobile devices that they’re becoming anti-social and missing out on important experiences in their lives.  Parents get that.  In fact, they’ve probably had to fight the iPad out of their kid’s hands every day this week, so there’s no need to explain.  In this case, a direct approach works best.  Let’s cut to the chase and 1. Offer or invite them to try our solution, 2. Promise our solution works, or 3. Describe the problem and show them how well this app solves their dilemmas.  There’s no need to lure them in with secrets, make a bold declaration that the world as they know it is about to change or tell them a story to warm up their imaginations.  If your website copy isn’t entering the conversation at a point that makes sense to your readers understanding of their needs, desires or problems, then you’re failing to speak in the close, intimate voice of a friend.  And that means you’re a stranger.

 

8. Is it memorable and easy enough to tell your friend?

This is THE classic test to see how well your headline works.  However, this is also one of THE hardest ones to nail.  Let’s take a look at Google’s central value statement for a good example.  “Don’t be evil”.  I know it sounds harsh…  I know it sounds like they’re teetering on the edge… but let’s take a little closer look to see what they’re doing.  Google, like many telecommunications giants, is in a position of extreme confidence.  The things it sees and the depth of information it has on every one of us is profound.  Given that position, it wouldn’t be hard for someone in their company to misuse your information for their own purposes.  Google knows this, and they also know that if that happened à people would stop trusting them à and their market share would plummet like a stone.  So they’ve gone out of their way to show us they understand: with extreme confidence comes extreme responsibility.  Boil that down and what do you have?  Don’t be evil.  It’s a simple statement that anyone can instantly understand.  But in its simplicity is idea of a company that acknowledges its responsibilities and solemnly swears to stay on the right side of your confidence.

 

9. Is it the same way you tell your friends about your business?

It’s not hard to write good copy.  In fact, you’ve probably already written better copy about your company than the best of the copywriters out there.  The problem is that you forgot to record yourself.  When you first told your friends all about your company… when you were ranting to your husband or wife after you got the job… when you had a heart-to-heart with your clients, those were the real moments.  And in those moments, you were only telling people the things that were most important to them.  Everything you said, every fact you pulled out to support your case, was for one reason.  To hold their attention and show them that your company and its products and services were really ‘What’s best!’ for everyone involved.  If your current web copy doesn’t talk with the same amount of enthusiasm and verve, it’s also a clear indication that it’s having a hard time holding people’s attention.  And that hurts your bottom line.

 

All-in-all, there’s no right time to refresh your web content.  Rather, there are good reasons to look at your business message again.  Think of it this way, if you were the manager of a major league baseball team and you knew your players weren’t doing very well (i.e. your website isn’t delivering the kind of pre-sold leads it should), then what would you do?  Of course, you’d make sure to put every single one of your players through the paces during training to see which ones perform the best.

 

The copywriting tests that I’ve outlined above are a good way to do just that for your business message.  Put your core webpages through the test.  See which ones pass and which ones need improvement.  Then put your winning ideas forward so that when visitors land on your home page, you’ve got the best chance of impressing them… and winning them over to your brand.