{"id":70198,"date":"2015-10-13T08:28:32","date_gmt":"2015-10-13T08:28:32","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/when-is-it-time-for-a-website-refresh\/"},"modified":"2015-10-13T08:28:32","modified_gmt":"2015-10-13T08:28:32","slug":"when-is-it-time-for-a-website-refresh","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/when-is-it-time-for-a-website-refresh\/","title":{"rendered":"When is it time for a website content re-write?"},"content":{"rendered":"

Refreshing web content is an important process. Establishing when and how to do this can be difficult though, and there are a few questions you need to ask yourself. The first thing to consider is whether your website is generating conversions or not. Are people linking back to it on social media? Is there a steady flow of traffic to all pages? If the answer is no then it could be time for a refresh.
\nBe honest with yourself<\/strong>
\nWhen it comes to improving your web copy<\/a> you need to be objective and honest. The following questions are useful for establishing a profile for your current content and whether it is working or not.
\n\u00b7         How old is it?
\n\u00b7         Does it reflect your brand today?
\n\u00b7         Is it still relevant to the marketplace?
\n\u00b7         Is it well-structured for the web?
\n\u00b7         Is the tone consistent across the site?
\n\u00b7         Does it encourage readers to take action?
\nBy answering these questions honestly you will get a better understanding of the content on your site and how well it is performing for the business.
\nRefresh with purpose<\/strong>
\nEvery re-write project must have a clear purpose. If you are changing the site architecture as well as the copy, you need to plan precisely what you need and where it will sit. This means you can easily cross-reference and cross-link pages if needed.
\nThe length and structure of each page is also key. For SEO best practice you ideally need at least 300 words but this isn\u2019t a hard and fast rule. Too much copy will put readers off so make sure you strike a balance between being valued by Google and engaging with visitors. The homepage is very important for SEO, and adding copy doesn\u2019t have to detract from the design. Using an \u2018expand\u2019 or \u2018read more\u2019 button down the page is a great way of ensuring you have enough copy to satisfy Google without losing the visual impact.
\nSuccessful conversions<\/strong>
\nWhen you think about the structure and the site map, you also need to consider what each page is trying to achieve. To do this you need to define what a conversion will look like. Common examples include:
\n\u00b7         brochures downloaded
\n\u00b7         products purchased
\n\u00b7         time spent on the page
\n\u00b7         number of views on a video
\n\u00b7         enquiries sent
\n\u00b7         people registered for an event
\n\u00b7         sign-ups to the mailing list
\nIf your web copy isn\u2019t driving any of the above, it\u2019s probably time for a refresh.
\nSimply re-writing the copy isn\u2019t enough. You need to produce great content that captures the imagination of site visitors, informs them of the value you provide and prompts them to take action. It takes excellent copywriters to make this happen, which we know all about. Speak to us today<\/a> to find out how our copywriting agency<\/a> can help your business.<\/p>\n","protected":false},"excerpt":{"rendered":"

Refreshing web content is an important process. Establishing when and how to do this can be difficult though, and there are a few questions you need to ask yourself. The first thing to consider is whether your website is generating conversions or not. Are people linking back to it on social media? Is there a […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,310],"tags":[],"class_list":["post-70198","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-seo-copywriting-us"],"acf":[],"yoast_head":"\nWhen is it time for a website content re-write? - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/when-is-it-time-for-a-website-refresh\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When is it time for a website content re-write? - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Refreshing web content is an important process. Establishing when and how to do this can be difficult though, and there are a few questions you need to ask yourself. The first thing to consider is whether your website is generating conversions or not. Are people linking back to it on social media? 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