Want to get your website copy in shape for 2024 to help boost your sales and attract dream customers?

Then it’s time for a website copy facelift.

In this blog, I’m sharing five things I recommend you do at the start of each year to set your website up for success.

So roll up your sleeves and let’s power up those website words for a revenue-smashing new year.

#1. Update your current website copy

First, brainstorm if anything has changed about your business and what you offer.

Then go through your website and identify any copy that doesn’t reflect your current business or offer. What’s out of date or needs a refresh?

If you’re not sure where to start, here are a few prompts to get you in the zone:

• Does the hero section (the very top section) on your home page still reflect what you offer, who you offer it to, and (for brownie points) convey what makes you special? Are you making a killer first impression when someone lands on your website for the first time?

• Has your business had any media coverage recently? Have you appeared on any podcasts? Have you done any training or earned a new accreditation? Show your audience what a rockstar you are by putting things like this on your About page—it’s an excellent way to build your credibility.

• Are your product descriptions or service pages accurate? Are you clearly communicating the benefits of what you’re selling to your audience?

• Is your pricing up to date?

• Can you update any blog posts with new content? Refreshing old blog posts wins you major SEO brownie points from Google.

#2. Answer frequently asked questions

If you have an FAQ page or section, what questions can you add in or update?

Showing FAQ’s is great for overcoming any objections or concerns potential customers might have about buying from you.

An FAQ page can earn you SEO points but it’s also good to display relevant questions around your website so your customers don’t have to navigate to another page to see them.

#3. Review your reviews

Studies have shown that 97% of customers read online reviews before buying a product.

( READ THAT AGAIN  ⬆ )

So a crucial part of your 2023 website copy facelift is to make sure you have killer product reviews or client testimonials on your website and that they’re very, very VISIBLE as you move around your website.

A few tips:

• Build a process into your business to ask for reviews from your customers (if you don’t ask, you don’t get)

• Don’t put all your reviews on a separate ‘Review’ page. Instead, weave them throughout your website so they’re unmissable.

• Don’t display reviews in a scrolling carousel (no matter how much your web designer tries to persuade you).

• State the name, title and company of the person giving the testimonial and add a photo of them for extra credibility.

#4. Check for readability

The biggest killer of conversions on a website is copy that’s hard to read.

The biggest crimes against readability?

• Small font size

• Not enough white space around the copy

• Script fonts

• Enormous walls of copy with no bullet points or sub-headers

Review your website, on mobile and desktop, and check you’re using short paragraphs, short sentences, bullet points to break up large chunks of copy and making good use of headings.

Your job is to make it as easy as possible for the reader to read your website copy.

If you make them work hard, you’ll lose their attention.

#5. Clear calls to action and navigation

The last step of your website copy facelift is to review the calls to action on your website.

Are you making it as easy as possible for your dream client to find the information they need? Is it easy for them to navigate around your website? Is it easy for them to contact you?

As an absolute minimum, make sure every page has at least one call to action. Never lead the reader down a “dead-end” by not giving them something to click on or somewhere to go.

Always browse your website through the lens of your dream client and ask yourself:

• Is it clear to them what my message is?
• Is it obvious to them what the value of my product or service is?
• Am I making it easy for them to know, like, and trust me?
• Am I answering and overcoming any objections or hesitations they might have?
• Can they easily read my copy?
• Can they navigate easily around my website?
• Am I doing all I can to keep them on my website?

So there you have it, a checklist of 5 things you need to do to refresh your website copy for a kick-ass 2024.