Why refresh your website copy (often) | Melotti Media

Why refresh your website copy (often)


Your website is the most important digital asset your business owns.

It plays a crucial role in your marketing, brand awareness and customer education. This means your website should always be a very high priority, often. Whatever you have on your website will have a huge impact on your business.

Here’s why you should frequently refresh your website copy.


Why your website deserves so much attention

Let me ask you:

What’s the first thing you do when you want to know more about a product, service or brand?

You look up their website (this is what’s called a “digital interview”).

How do you feel when their website lacks information or provides a terrible experience?

You get frustrated and leave or it damages your opinion (or both).

Don’t be that brand. You don’t like it when it happens to you, so don’t do it to your customers!

Unfortunately, many businesses neglect their websites. Not intentionally, of course. But it doesn’t matter why – your customers are jumping onto an average website regardless of intent.

This is why it’s important to update it regularly with fresh content, the latest information and news.

​If you look at your website analytics, you’ll see how many people visit regularly – are you giving them a site that has been there for months or years?


Your website plays many vital roles

Consider everything your website does:

  • Your website ‘greets’ new leads and current clients
  • A website makes a brand impression that people subconsciously interpret
  • Your webpages educate and inform leads about your services
  • A website is your content publishing engine (like blogs, news and podcasts)
  • Your website leads people through your conversion funnels
  • A website humanises your brand (your bio, team or about us pages)
  • Website landing pages help convert your advertising leads
  • A website plays a huge role in your Search Engine Optimisation (SEO) strategy
  • And more

How well your website does all of these will be the difference between visitors choosing you or not.

While you may have a website, it’s just as important to keep it up to date too. This especially means your website copy (or the words on your website). 

What is web copy?

Web copy refers to the words found across your website pages – from titles and text, to the written content on your service pages and blogs. However, web copy should never just be words – they need to be carefully selected to form powerful messages that provide value to your audience.

It’s a real art writing the perfect website copy because you need to write enough to inform but not overwhelm, using your brand’s unique tone, while including important keywords and sufficient content for search engines.


You should update your website copy every 6 months, so your site doesn’t become irrelevant, stagnant or boring.

5 reasons why you should update your website copywriting often

(1) Your website copy is how Search Engines find you

Google, Bing, Yahoo and other search engines scan your website regularly for valuable content that best matches people’s search queries. This means you need to have web copy that contains the relevant keywords that help you rank for search engine queries.

But most importantly, search engines prioritise refreshed and updated content as it’s a good indication of a better search result.

Rewriting your website copy tells Google that you are aiming to provide the best answers and information to people searching.

(2) Website copy provides a better user experience

When people come to your website, they want the information they’re hunting for, quickly. Your web copy shouldn’t just provide information about your services, but also help them navigate around your site to the places they want to find.

For example, prompts that say:


(3) Stale content is boring

If you check your analytics, most people return to your website many times before they decide to act.

While they’re not expecting a different website every time, you don’t want your website to be the same for years. As their needs evolve, so must your brand and your website too.

Don’t let your web copy get old and boring.

(4) Updated website copy reflects your brand

Your business will grow over time. Whether it’s a rebrand, a bigger team, a new service or a range of new products, your website needs to grow along with it.

People learn more about your business through your website – so you don’t want it showing them what your business was a few years ago.

(5) New website copy means you’re sharing the latest with customers

People are constantly looking for answers, information, entertainment and value. Your business can provide this on an ongoing basis by creating and publishing articles, news, videos and downloadable content that keeps your audience engaged.

More engagement means more visitors who stay for longer and have a higher chance of converting. 

So – should you keep your website copy up to date?


By continually updating your website, you’re looking after your customers, so they always see you in a positive light and have a pleasant online experience with your brand.

How Can Melotti Media Help You?

To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.

Perhaps you’re time poor and spread thin, or writing may not be your expertise.

So, let us take care of your message marketing, copywriting and content marketing needs!

For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

Our Message Marketing services can sharpen your words into achieve your goals, today.

Christopher Melotti
Melotti Media | Copywriting & Message Marketing Bureau

Subscribe to our FREE Content Marketing Shots.


Click here to view our FAQ page for all you need to know ​​​


Other Recent Posts

Achieve the results your business deserves with message marketing solutions and copywriting services by Melotti Content Media.

What's it like working with Melotti Content Media?

We believe we are different. Because we are!

Let's Chat. We'd love to!

Contact Form (#2)
Wait, before you go!

Want to have a shot before you leave?

Sign up for our free monthly content shots to get the latest business & marketing tips, tricks and advice all in one email.