The decision to redesign a website marks a major milestone in the growth of a business. It is a time to boost the brand image, refresh the look and content of the website, and update all the product listings and sales offers. Interestingly enough, although refreshing your website content is often ignored during the website redesign process, it should actually be near the top of the list.
Why Should You Refresh the Copy on Your Redesigned Website?
Copying over existing content from an old website to a new one seems like a good way to save money. However, it can actually end up costing you more in the long run. Instead refreshing your website will benefit your company in the following ways:
- Your refreshed copy will give your new website a different layout, complete with latest in website design. Trying to force outdated content from an old web page onto your new site is not the best use of your time and resources.
- Your refreshed website will reflect your current branding and product mix. More than likely, the focus of your business has changed since your last website redesign. You want your website to reflect this growth.
- Your refreshed content on your new website will rank higher on search engines because it will be current and optimized. If your old content is not ranking well, copying it over to your new website is pointless. In fact, search engines could see it as duplicate content, which will pull your rankings even lower.
- You’ll give your customers the new, relevant content they crave. Fresh and consistent content will attract more visitors to your website as well as increase customer loyalty.
How Does Copy Fit Into the Website Redesign Process?
With so much riding on your website redesign, you need to make sure to hire the best people for the job. A copywriter is a critical member of the team who brings a specific skill set to the project. A good copywriter should be able to present a company’s benefits and key selling points. They should also understand the ins and outs of search engine optimization and know how to develop copy that search engines will love.
Developing copy begins in the earliest stages of website redesign. The site map, developed during the design phase, organizes each page on the site and identifies the content needed for each page. This is where the copywriter’s job comes in.
While the website designer works on wire frames, the copywriter begins developing content. Eventually, the two come together, marrying the design elements of the website with the copy contained within. This stage gives the team the ability to see how well the new design showcases the content, and vice versa.
After design approval, production begins. This is when the copywriter develops final copy and applies it to the new web page at the appropriate time. Although refreshing your new website’s copy may take work, it will pay off soon enough and give you a leg up on the competition.
With 20 years of advertising and PR experience, Debbie Szwast understands the multifaceted nature of marketing. A true believer in the art of communication, she acquired an MBA in marketing and a Master’s degree in writing. Today, she calls on the knowledge she has gained over the past two decades to formulate big-picture strategies and execute comprehensive marketing plans for clients across the country.