Have you ever read back over your website and done a double take? Not because you’re proud and just a tad giddy about the absolute quality of the wording (which is exactly how you felt when you first published your website for all to see). No, this is a feeling that your website just isn’t quite you anymore.
The words aren’t wrong. They don’t lie. They just feel a little bit off. They’re saying the right things but somehow missing the mark. It could be that you’re more confident in your abilities now, your services have evolved, or you just have a better understanding of your clients. Something has changed but your website still sounds like the you who existed a year or more ago.
It’s a common problem for growing businesses, both small and bookish. You outgrow the words that originally represented you so well.
Why does this happen?
When you first write your website, your main focus is probably just getting something up and running. You’ll figure it out as you go, you think. You’ll test ideas and build experience first, then polish it all later. Your initial web copy reflects that thinking process.
As you run your business, you learn. Maybe you refine the services you offer and the products you provide. You work with more clients and get a feel for the kind of niche that suits your talents and personality. You begin to build a picture of who you really want to help.
Meanwhile, your website stays exactly the same. It freezes a version of the voice you used when you originally created your online presence. But now, that isn’t who you are.
And because you’re busy running your business, you don’t notice. Or you do that double take but updating it seems too big a job to tackle, so it slips down the to-do list.
Signs that your website is lagging behind
If you have a nagging doubt about your website but you’re still not sure what’s wrong, here are a few questions to ask.
- Does your website downplay your expertise?
- Do your services feel vague or too broad?
- Have you outgrown a service that’s still listed?
- Does the tone feel more cautious than you do in real life?
- Does the website clearly state who you work with right now?
- Are you embarrassed when you read through your website?
That last question is an especially important one. You should be proud of your website.
The hidden cost of sounding like ‘past you’
When the words on your website reflect an earlier version of you, it can cause real problems for your business. It may:
- attract clients who once were a great fit but aren’t suitable for you now
- undersell the depth and value of your experience
- make you sound less confident than you actually are
- create confusion about what you really offer
Your website should paint an accurate picture of who you are today.
So what can you do about it?
First off, you generally don’t need a dramatic rebrand or to start from scratch. Phew! What you most likely need to do is realign your website wording with today’s you.
Here are four simple steps to get you started:
Notice how you speak in real life
What do you confidently explain to clients on calls that isn’t clear on your website? What phrases feel natural when you describe your work? Your website should sound like the way you communicate now.
Pay attention to what clients thank you for
Is it your strategic thinking, your calm guidance, or perhaps your ability to simplify complex ideas? Make sure these strengths are talked about on your website.
Get clear on who you want to work with now
Are you still trying to appeal to anyone who needs the kind of help you provide? Or have you realised you work best with a particular type of business? How do you expect your ideal client to know you can help them specifically if you don’t state that you’re looking for customers just like them?
Step back and plan before rewriting
Sometimes what feels like a writing problem is actually a clarity problem. Before you dive into the rewrite, it can help to ask yourself:
- What do I want my website to do this year?
- What kind of enquiries do I want more of?
- What conversations do I want to be having?
When you’re clear on your direction, the words follow more naturally.
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If your website still sounds like past you, don’t beat yourself up. It’s simply a sign that you and your business have grown. Updating your copy isn’t about pretending to be better or more colourful than you are. It’s just a way to make sure your website aligns with what you offer and the value you can bring to a client today.
And if you’d like some support with that, I’m here to help. Drop me an email to get started.
