Five Signs That Your Website Copy Is Due For A Refresh !

By Rachel Medlock

Like our skincare routines, our brand’s website copy needs regular reviews to stay effective and deliver the best results.

When your website copy is outdated, ineffective, or fails to capture the essence of your brand, it turns visitors away before they’ve even had a chance to learn about your services.

As we all know, Winter is the perfect time for a glow-up, so keep reading for five signs it’s time to give your website copy a little treatment journey of its own.

Sign #1: Your Biz Isn’t Who It Used To Be Let’s face it. If you’ve been in the game for a while now, your business is likely not the same one with which you first opened your doors. Whether it’s a new approach to treatments, a more honed-in niche, new services, or a complete aesthetic change, if your business has evolved, your website copy should, too.

For example, suppose your website copy gives off vibes of the relaxing fluffy facials of years past when today’s version of your business is all about serious skin correction (aka giving more fractional than fluffy). In that case, you’re essentially catfishing potential clients, confusing them as to whether you’re ‘their person’ - and the last time I checked, this was the beauty industry, not Love Island.

If your website copy doesn’t reflect the evolution of your business, you’re doing a massive disservice to your bottom line. Update it to align with your current offerings and ethos, ensuring clients understand who you are and what you can do for them.

Sign #2: Your Tribe Isn’t Your Vibe. Are you getting lots of one-off facial seekers when you’re really looking for clients committed to a treatment plan?

Not all clients are created equal. If you find yourself fielding enquiries from people who aren’t a good fit for your clinic - whether it’s due to budget constraints, misaligned expectations, or mismatched values, it’s time to revisit your website copy.

Consider how you’re talking about your services and business as a whole. Are you using language that speaks directly to your ideal client? For example, if you’re a high-end clinic offering advanced treatments, your copy should reflect that level of sophistication and expertise. By tailoring your copy to address the needs and desires of your ideal clients can make a world of difference in who walks through your doors.

Sign #3: Your Brand Voice Feels Like a Stranger

Every sentence of copy your business puts into the universe should be an extension of your brand identity – especially your website! When clients walk through your doors, their experience with you should feel familiar, based on what they’ve learnt about you online. If your website copy feels generic or doesn’t accurately convey the personality and ethos of your clinic, your tone of voice is out of whack.

Tone of voice is not just about what you say, but how you say it. It encompasses the style, attitude, and personality that comes through in your writing. A consistent tone of voice helps to build trust and recognition. When your audience knows what to expect from your communication, they feel more connected to your brand.

The right tone can make your content more engaging. Whether you aim to be authoritative, friendly, professional, or quirky, your tone sets you apart, draws in your dream clients and keeps them interested.

It also helps create an emotional connection with your audience, making your brand feel more human and approachable, which is essential in building lasting relationships with clients.

Sign #4: You’re In The Process Of A Website Glow-Up (Or About To Be)

A website redesign is the perfect opportunity to refresh your copy. Think of it this way investing thousands in a new website and the bare minimum in its copy is like having a full course of IPL pigmentation treatments, only to not wear sunscreen between appointments. Sure, you might see a slight improvement, but it won’t be the show-stopping moment you’re expecting.

Ensuring your messaging aligns with your new look and feel is essential as you revamp your brand’s visual identity. Updating your website copy alongside your design creates a cohesive and compelling brand experience for visitors. Plus, your website designer WILL ask for copy, and if you don’t have what they need to fill out the new layout, you risk limiting your return on investment.

Sign #5: You’re Getting Traffic But No Conversions

If you see a good amount of traffic to your website but few bookings, there could be a disconnect between what visitors are looking for and what your copy is delivering.

Ask yourself, “Are my services clearly explained?”, “Am I addressing my client’s pain points?” and “Does the reader know what I want them to do next?”

Your website copy needs to do more than just inform; it needs to persuade. It should lead visitors through a journey, addressing their concerns, highlighting the benefits of your services, and having a clear call to action, making it easy for them to take the next step. If your copy isn’t converting, you know what to do.

If any of these signs resonate with you, I’m here to help! Together, we can ensure that your website works as hard as you are to attract and retain clients.

@rachelmedlockcopywriting