Your website is one of your most powerful marketing assets. It’s the first impression on prospects and a go-to resource for customers.

So it needs to resonate with your target audience.

Hiring a freelancer for web copywriting services is a gamechanger for many small businesses.

A copywriter provides an outside perspective on your business and saves you time.

But before hiring a freelancer for website copywriting… you need to recognize WHEN you need it.

There’s no magical email or notification that signals when you need new website copy.

But some tell-tale signs will provide a helpful indication that it’s time.

1. Your target audience has changed

There can be many reasons why your target audience has changed over time.

Perhaps you want to make your brand more inclusive and market your services to a wide industry range. Or maybe your existing target audience is too narrow. For example, targeting “experienced female yoga students within a 5-mile radius of me” might not generate enough traffic.

Another reason why your target audience has changed is that buying power has shifted. As Millennials and even Gen Z’s enter the workforce, they are buying more and more. And your targeting strategy needs to reflect this.

Additionally, you could want to position your brand differently. With digital marketing, you can change your brand quickly and effectively through the language you use or the designs you choose.

2. Your services have evolved

There are few businesses out there that offer the same product or service from year 1 through years 5, 10, or 20.

If you’ve been in business for a while, your services have probably shifted. You may have expanded your product or service line as your company has grown. This happens often as businesses identify new opportunities through customers and feedback.

In another case, you could want to focus on a specialty or subset of your service. Your supply chain and organization structure might favor a niche of your offerings.

Last, you might no longer want to offer a product or service. It’s important to represent accurate products or services on your site so you don’t end up with disappointed customers. You can easily adjust the offerings on your website with the help of a copywriter.

3. It’s been a hot minute since you’ve refreshed your website content

When’s the last time you updated your website content? Did you launch your website back in 2015? And have avoided giving it any TLC?

Similar to seeing a social account that hasn’t posted in years… an outdated website can signal that you are out of business. This applies to all website content including home pages, sales pages, and blog posts.

Furthermore, if you haven’t updated your copy, you’ve allowed competitors to outshine you. They may have taken the last year to position their brand better. This could be a subtle change like a distinct tone or an SEO-optimized blog.

Regardless of your reason, if you’ve noticed your website copy is stale… it’s time to seek web copywriting services.

4. Your website visitors aren’t converting

Are you receiving a fair amount of website traffic? But somehow lacking conversion? Consider engaging website copywriting services.

One reason for this could be a confusing navigation menu. If it’s unclear how to contact or buy, web copywriting services can help with your website strategy and CTAs.

Another reason could be too many buttons. If your pages have many different CTAs and links, your customer is likely overwhelmed. It’s important to tell a story with your content- and above all, make it concise.

5. You say “I” more than “you” on your website

This is a biggie. The purpose of your website is to tell your target audience exactly what you can offer. To do this, you need to speak to them.

Your prospects and customers care about how you can change their lives. They are not interested in your backstory, awards, or accolades.

Your website content needs to take the time to engage with your customers by speaking to them. Don’t just tell them that you hear them. Show that you understand their pain points and can solve them with your product or service.

While there are many reasons for hiring a website copywriter, these are the ones I see most. It’s important to remember that your website is a reflection of YOU. Just like you’d invest in landscaping or trendy clothing, your website represents who you are.

Are you looking for someone to handle your web copywriting services?

I’m glad you found me! My name is Lindsay, I’m a Columbus-based freelance copywriter. Please get in contact and let’s get to work