Are you in love with your website copy? 🙋🏽‍♀️ or 🙅🏾‍♂️

If you said no, you’re probably a little stressed. I mean, you probably already know that updating your website takes a LONG time. It can be overwhelming—but it doesn’t necessarily have to be.

When I first met with my now-client Janna, she mostly definitely would have answered “no” to that question! She needed help streamlining and “punching up” the website copy for Kyo Morishima Photography. In our first meeting, she told me one of the best things I’ve ever heard when it comes to describing that love-hate relationship so many of us have with our websites. Something I’ll never forget: 

“MY WEBSITE IS A FRANKENSTEIN OF CONTENT THAT I’VE PIECEMEALED TOGETHER OVER 10 YEARS!”

Working with Janna was one of those moments for me; when the ideal client comes together with the type of project that dreams are made of. As a VA, I can’t wait to get my hands on a task like this. But If you’re a business owner yourself, this is probably the last thing you want on your plate! I probably don’t have to tell you the value of knockout website copy, but I won’t lie to you— it’s time consuming! And I’m willing to bet you don’t have 40 working hours free to take it on!

Even if you do have the time for it, punching up your website copy can be daunting! In Janna’s case, she’d been contributing to her website for years. It can be hard to let go of what you worked hard to build.

And another problem: once you admit to yourself that you need to update your website content, where do you even begin?!

I figured that since Janna was asking these questions, there might be more people out there asking them too! So let’s get down to it: keep reading to find out our process and a few tips on how to update your website copy!

5 WAYS TO MAKE UPDATING YOUR WEBSITE COPY WAY EASIER

#1 Outsource It

There are a few reasons why I recommend outsourcing this task (and it’s not just because I love doing this work and want to help you with it, promise!). First, sometimes we get a little too attached to the content we create — we lose our objectivity. You might not see things that a fresh set of eyes would catch. And, I know this is a little tough-lovey, but some of the things on your site might not actually be as great as you think. It really boils down to this: you need to be able to look at your content critically. Take a moment to reflect, and consider if you can truly be objective when taking this project on. 

And second, you are likely SO busy, and this is one of those projects that will take you way longer than you think.

My two cents? Stay fresh for the tasks only you can do, and give this project to someone who can smash it for you.

2. Frame It

If outsourcing isn’t for you and you’re set on DIY-ing it, I respect your hustle and I’m here to support you! Just don’t make the mistake of editing directly on your website building. Instead, start by creating a Site Map: a Google or Word document that outlines all of your current website copy, and keeps it safe in one place.

Once you have all your original copy safely saved, copy that whole document, call it “Website Copy Version 2” and make your edits there. Having this document lets you step back, plan out your pages, and tackle them one section at a time. It will also give you a way better chance of catching typos and errors.

Is this time consuming? Yes. But is it worth it? Hell yes. 

BONUS: If anything ever happened to your website, you have all of your copy saved in an off-line file.

3. Get Clear On Your Brand Voice

If you are still thinking that a brand and a logo are the same thing, then listen up! This is for you:

Yes, your brand is your company’s visual identity (like your logo), but it’s also so much more than that! A brand covers every single interaction you have with your clients. Visuals, written words, in-person conversations, and even what you don’t say and your non-verbals matter. 

If you’ve never thought about your brand’s voice, ask yourself a few questions:

• What are your core values as a brand?

• Who is your ideal audience? And how do you want to make them feel when they ready your copy?

• What are their biggest problems and desires?

• What do they need from you? Motivation? Support? A kick in the pants?

Spend the time to work through your brand voice in detail, with a branding expert if you can! You won’t regret it.

4. Talk About Yourself WAY Less

Permission to cut all the childhood stories, pet introductions, and the detailed account of how you got from your college major to the business you run today.

Talk about yourself less. Maybe WAY less! And when you do talk about yourself, always bring it back to how you being you benefits your client. For example, instead of just listing off all of your credentials, you could say something like, “I hold a degree, a certification, AND I have 10 years of experience, so you can trust that you’re working with the best!”

TIP: As a rule of thumb, you should include more “you” statements than “I” statements.

Talking about yourself too much is a really common mistake that I see time and time again! Remember, your website visitors are there to learn what YOU can do for THEM. 

5. Consider User Experience

You might need to hold your visitors’ hands way more than you’re doing now, by guiding them through the EXACT path you want them to take through your site. Be more obvious than you think you need to be! 

That might mean using more buttons and calls-to-action (Want to learn more? Subscribe for some of our best tips & tricks!), internal links (“last week’s blog post covers everything you need to know..”), or it might mean writing your copy in more strategic ways. 

6. While You’re At It…Optimize!

If you’re going through all of your copy anyway, now is the time to make sure your Search Engine Optimization (SEO) is as good as it can be! If you’re really new to it, all you need to know is that SEO is basically a series of little tweaks and steps you can take when you write your content and design your site, in order to improve your chances of showing up in a Google search.

I know that SEO is a daunting concept, especially if you haven’t done much of it before. If you’re up for a little DIY and use WordPress, I recommend installing the Yoast SEO plugin. It gives your posts and pages a rating and tells you concrete things to improve for better SEO. And, you can click the “eye” icon, which will highlight the specific areas it wants you to work on.

Just remember that like most technology, Yoast is a good servant but a bad master. It doesn’t always pick up on the nuances of copywriting and website design. So don’t feel like you need to get a perfect rating every time—and don’t feel the need to “listen” if it’s asking you to make a change that sounds or looks unnatural.

And, if DIY SEO isn’t for you, circle back to point #1 and OUTSOURCE IT! 

7. Start A Blog

Blogging is literally never a bad idea. No matter the industry you’re in, you can use your blog to drive website traffic (over time), to answer client FAQs, to share your insights, and ultimately, to position yourself as the expert you are in the eyes of your website visitors!

Interested, but not sure where to start? Download our free blogging guide: Before You Hit Publish. It’ll give you a crash course on how to blog, plus the exact template and SEO checklist I use when I blog professionally!

WRITING YOUR WEBSITE COPY IS A BIG TASK, BUT IT IS 100% WORTH THE INVESTMENT! 

Especially if you’ve worked really hard (and single-handedly) to build your website, I know it can be a scary thought to give up the reigns and trust someone else to help you through it. But I promise you, having a cohesive website that flows, is optimized, and is written in your brand voice is SO worth it. When it’s all over, you’ll be incredibly, blissfully proud!