Collectively, we see a lot of websites every day. It’s woven into the fabric of society, and most companies have a reference website. This fact can benefit a business, but some websites let their businesses down. That’s where revitalizing copy comes in.
The Problem
Some websites have been around for decades without updates, whether it’s to the copy, the website layout, the coding functionality, or something else. Unfortunately, these tend to reflect poorly on the business, and some consumers take it as the company being behind the times.
Naturally, the process of updating a website layout or function can become very expensive very quickly. However, updating and revitalizing the copy can change the perception of websites for much less. That matters for businesses on a strict budget.
What Does Revitalizing Copy and Websites Mean?
Revitalizing copy and websites means examining what your company currently uses, looking at both the market and your brand evolution, and changing the text to reflect these shifts. Revitalizing is similar to rewriting but requires more in-depth analysis.
How Do You Revitalize Copy?
Revitalizing existing copy is a process that requires careful evaluation of several factors before starting the process. You may be able to complete this process yourself, or you can hire a native speaker of your language.
These days, rapid evolution is normal. Therefore, it’s important to examine how your brand has changed since you last updated the copy of your website. Have you added or removed services? Moved into a different market? Changed your brand guidelines? Adjusted your customer service philosophy?
The second thing to look at is how the market has changed. The speed of market change can vary between niches, so this may be less relevant to you. You may also want to consider whether consumers know more or less about your market now.
Less directly, it would be best to consider how society has changed since the copy was written. Certain business practices, like high-pressure sales, may be less appealing to consumers in the instant age. Also, consider the language you’re using in your copy.
Once you have researched and considered all three categories, it’s time to look at your existing copy. First, see if you can identify who the copy is for, their pain points, and the solutions you’re offering. Second, mark out any areas that need complete overhauling based on your previous research.
Between these two steps, you now see where to focus your efforts. The rest of the process for revitalizing your copy and website(s) may be as simple as updating a few words and formats to match what consumers want.
Revitalization vs. New
Revitalizing your copy is not the same as writing new copy. The copy may take information from the old copy, but it is something entirely new. The format, wording, and other essential details change with new copy. With copy revitalization, some items may remain virtually identical.
The Impact of Revitalizing Copy
Whether you hire a professional or do it yourself, revitalizing content can have a tremendous impact. The new copy should fit better with your overall message and branding, which in turn helps people see what your company can offer them. That can increase conversions, sometimes dramatically.
Additionally, revitalization can facilitate audience interest and increase their brand trust. While these are not directly measurable, they typically contribute to engagement. The more engaged a customer base is, the better they tend to respond to offers.
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