Semalt Expert Explains How To Know When You Should Update Your Website Copy

After putting in the work for your website to have an amazing design and flashy features, you realize that you still aren't getting any results. Well, don't despair - the chances are that you need to take a step back and re-examine your website copy.

Are you wondering what a copy is? Well, let's paint a picture for you. 

What is a website copy?

A website copy can be considered to be the background hero of a website. Like the batmobile and Batman's tool belt is to Batman. Without the copy, there isn't a great website.  

A website copy is the core text that narrates visitors through your website. It is a copy of your website tells visitors what they need to know about your brand and site. Website copy appears mostly on your home page, about us page, products and services page, and other top-level pages.  

All too often, texts get shoved aside, and the majority of the attention goes to the flashy images and design trends. When the battle line is drawn, a website with no copy is more of an unfinished puzzle, a jumble of pictures and color schemes that's meaningless. 

Having a poor website copy devalues your site no matter how nice your design features are. So then, "How good is your website copy?" before you answer this question, consider the six signs we will be discussing below and re-examine your website copy. 

Signs that indicate you need to update your website copy

The realizations that your website copy needs to be updated doesn't always come as a kick in the rear. Sometimes, realizing that you're not having as many leads or high bounce rates as you should is enough indication that your website copy needs some improvement. However, there are other signs you may not notice, and these are the signs we will be discussing. 

1. Keyword trends are making your web copy obsolete.

For any SEO professional, monitoring keyword trends shouldn't be a new term. It is something we must practice if we want to stay at the top of SERP. However, for those who haven't updated their copy in a few years, there's a high probability that some of the keywords that were originally included have become obsolete and are no longer beneficial to your copy and website.  

Here's an example. In 2012, one of the most prominent ranking words was "penguin updates" or "penguin update recovery." But chances are you were wondering what they meant, and that's because they no longer matter. Having keywords like them on your website copy obviously wouldn't attract the same amount of interest, if any, at all.

Another example concerns Adobe BC. As you may have heard, Adobe is shutting down Business Catalyst on March 2021. With that being said, a website that is hosted on BC or websites that offer BC migrations with copy that use BC keywords will become old news. 

This shows that keyword trends are constantly changing - hence, a website copy needs regular updates.

This shouldn't make you change your website's copy every week, but if you want to take full advantage of your copy, you should keep close tabs on search trends. Better still get professional help from web managers like Semalt to stay ahead of your competition.

2. Customer pain points have changed.

Like in our article on consumer-oriented marketing, we explained that in today's market, what matters is not selling a product or service. Instead, it is about selling solutions to consumers' problems. No one cares about what you're offering if it doesn't provide a solution to a problem they are currently facing. In business class, these are the first things you learn. When writing a website copy, your primary goal shouldn't be to sell products or services. Instead, you sell your understanding of the problem. Show your readers how they feel and then offer a solution. By offering empathy, your audience considers you a friend and not a sales rep, so they are more inclined to use the solution you have provided.

When you're using your copy for this, the magic lies in the finite details. Let's say Semalt, for example, offers web management and SEO services. And our copy will say something like "SEO is difficult." This doesn't empathize with the client or the problems our readers might be facing. For them to be here, they pretty much understand that SEO is difficult. To understand our target audience plight, we have to get down and dirty. And then, we change our approach to "keyword research is a process that takes time. You think you've got it right, but you don't see the results you expected". Now our audience knows that we understand, and they trust that we know what we are doing.   

3. The solutions you provide have evolved.

Keeping your web copy in check with your solutions is more complicated than you might think. When you fail to marry the objectives of both, you end up leaving money on the table. For example, a client of Semalt's does tree services in Northern California. In recent years, that area has been subject to several large wildfires, and the client sees a new opportunity. This client wants to change and offer cleanup and land clearing services, which are in high demand. Depending on the niche, there is a good chance that Semalt's clients offering and the consumer demand will grow as the business grows. This is because Semalt can add land clearing and clean up website creation and management to its copy. 

4. Your competition is outshining you.

Dominance on the internet is vital. It would help if you learned not to let your competition get so far ahead of you. Because once this happens, it is difficult to reverse. Take Google and Yahoo as an example. 

This point requires a bit of critical self-reflection. You should take a good look at your website's copy and compare it to the copy of your competitions. Ask yourself the following question:
  • Does it present your client's pain points in a better and more compelling way?
  • Does it show more empathy to your clients?
  • Is its personality more defined? 
  • How does it help your brand seem more credible and trustworthy than your competition? 
  • Does your service offering go into more detail than yours?
  • Whose copy is better?
When answering these questions, do so trustfully and trust your guts.

Your website copy is one critical part of your website. Your website copy emphasizes the problem and provides solutions showcasing why you are the best and why your viewers should choose you over your competition. 

If your competitor's copy is doing better than yours, they are ahead of you, and you do not want that.  

5. Your brand voice no longer carries authority. 

Brands evolve. Companies update their logos, change their names, color, voice, and feel they hope to give to their audience. Throughout history, we've seen several companies change their names, services, and a lot more.

While sticking to the same roots, your brand can make a few adjustments to accommodate new audience types, needs, and language. Whatever it is, remember that brand voices have a shelf life. Don't get stuck with an idea of what your brand must be like and lose out on great opportunities. Sooner or later, your clients will begin to feel stale and outdated, and if you do not give them something new, they are bound to move. Understand who your current customers are and who they want to be. See how they interact with the changes and what changes they would like to see. Understand what type of messages they are most likely to respond positively to and use these to create a more relatable brand.  

If your website copy doesn't match what you discovered in your research, then it's time to change it. 

6. Your original copy isn't always the best copy.

As a startup, the chances are that you will have to make a website on a small budget. With such a razor-thin budget, you may not have been able to afford a top dollar copy, so you had to pay little and get a substandard copy. The truth here is that a fine and exceptional wordsmith isn't cheap. When you see a witty headline on times, and you think "I could do this in five minutes," well, that may be true, but most likely isn't the case. In fact, such witty headlines could have taken days to come up with. This is because a professional writer spends days trying to develop the perfect headlines with several word variations.  

When you wanted your first copy, chances are you paid a freelance 10$/page. 99% of the time, your copy won't make your readers go wow. When your business grows and you can afford a better copy, do get one. 


Website copy hardly gets the love they deserve, and having a weak copy on your website makes everything look weak. It would help if you tried to invest more time, money, and effort into developing quality copy for your website. Hopefully, this has lit a fire under you to go through your copy, and if it needs work, you can always reach out to Semalt for assistance.