Improve Your Website Copy in 10 Steps
Your business has evolved. Your expertise has deepened. Your offers have been refined.
But does your website reflect who you are now?
If you're like most entrepreneurs, your website is still speaking the language of last year's version of your brand. The positioning that felt right 12 months ago might now feel slightly... off. The homepage hero that once excited you now makes you cringe just a little.
Here's the truth: your website isn't a "set it and forget it" asset. It's a living reflection of your brand, and it needs regular attention to stay aligned with your evolution and effective at converting visitors into clients.
As we move into 2026, there's no better time to give your website the refresh it deserves. Not a complete overhaul (unless you truly need one), but a strategic audit that identifies the quick wins and priority updates that will make the biggest impact on your conversion rates.
Let's walk through the 10 essential checkpoints every brand needs to review.
1. Your Homepage Hero: Does It Still Speak to Your Ideal Client?
What to check: Your headline, subheadline, and opening message are the first things visitors see. Do they immediately communicate who you serve and what transformation you provide?
Quick-win update: Replace vague statements like "Helping businesses grow" with specific, benefit-driven copy.
2. Your About Page: Are You Still That Person?
What to check: Does your About page reflect your current expertise level, recent achievements, and evolved brand story? Or is it still talking about where you were two years ago?
Quick-win update: Update your bio with recent client wins, new certifications, or shifts in your approach. Replace outdated photos. Most importantly, ensure your brand story connects emotionally with your current ideal client's journey.
3. Your Services: Do They Match What You Actually Offer?
What to check: Service descriptions, pricing (if listed), package names, and inclusions should reflect your current offers — not the ones you've quietly phased out or significantly changed.
Quick-win update: Remove or archive services you no longer provide. Update package details to match current deliverables. Ensure your service copy focuses on client outcomes, not just what's included.
4. Your Calls-to-Action: Are They Clear and Compelling?
What to check: Every page should have a clear next step. Scan your site for vague CTAs like "Learn More" or "Click Here."
Quick-win update: Replace generic CTAs with action-oriented, benefit-driven language:
"Let's elevate your everyday jewellery”
"Book your free strategy call"
"Claim your competitive edge"
5. Your Testimonials: Are They Fresh and Specific?
What to check: When was the last time you added a new testimonial? Are your current ones specific about results, or generic praise?
Quick-win update: Reach out to recent clients for testimonials that highlight specific transformations. Place them strategically near relevant CTAs and on service pages where decision-making happens.
What makes a strong testimonial:
Specific problem they had before working with you
Tangible results they achieved
Emotional transformation they experienced
Their recommendation for who should work with you
6. Your Brand Voice: Does It Sound Like Everyone Else?
What to check: Read your copy out loud. Does it sound distinctly like your brand, or could it belong to any business in your industry?
Quick-win update: Infuse your unique perspective, personality, and phrases throughout your site. If you've developed signature frameworks or methodologies, make sure they're reflected in your copy.
Red flags you're too generic:
Overusing industry jargon without explanation
Relying on corporate phrases like "solutions" and "innovative"
Missing opportunities to share your unique point of view
Copy that could be copy-pasted onto a competitor's site
7. Your Mobile Experience: Is It Thumb-Friendly?
What to check: Over 60% of website traffic comes from mobile devices. Pull up your site on your phone right now. Is it easy to navigate? Are CTAs easy to tap? Does text wrap awkwardly?
Quick-win update:
Shorten headlines that wrap multiple lines on mobile
Ensure CTA buttons are large enough for easy tapping
Break up long paragraphs into 2-3 sentences maximum
Test your contact forms on mobile to ensure they work smoothly
8. Your Page Speed: Are You Losing Visitors Before They Even See Your Copy?
What to check: Run your site through Google PageSpeed Insights. If your score is below 70, you're likely losing visitors due to slow load times.
Quick-win update:
Compress large images (aim for under 200KB per image)
Remove unused plugins or scripts
Consider upgrading your hosting if consistently slow
Implement lazy loading for images below the fold
9. Your SEO Basics: Can Your Ideal Clients Find You?
What to check: Are your page titles, meta descriptions, and headers optimised for the terms your ideal clients are searching?
Quick-win update:
Update page titles to include primary keywords naturally
Write compelling meta descriptions for your most important pages
Ensure your H1 tags clearly communicate page purpose
Add alt text to images describing what they show
10. Your Positioning: Is It Crystal-Clear Who You Serve?
What to check: Within 5 seconds of landing on your homepage, can a visitor tell:
Whom you serve?
What problem you solve?
What makes you different?
Quick-win update: Tighten your positioning statement to be specific about your niche, the transformation you provide, and your unique approach. Vague positioning confuses potential clients and dilutes your authority.
Your Website Refresh Action Plan
Here's how to tackle this audit without overwhelm:
Week 1: Review points 1-3 (Hero, About, Services)
Week 2: Update points 4-6 (CTAs, Testimonials, Voice)
Week 3: Technical checks for points 7-9 (Mobile, Speed, SEO)
Week 4: Refine point 10 (Positioning) and test everything
Not every point will require changes, but the ones that do will make a measurable difference in how your website performs.
Ready for a Professional Perspective?
Sometimes the biggest challenge with auditing your own website is that you're too close to it. You know what you meant to say, which makes it hard to see what's actually there (or missing).
Want a professional perspective on your website before launching into 2026? Get my complimentary website audit to identify your biggest conversion opportunities for the new year. I'll review your site through the lens of conversion copywriting and brand positioning, and send you a personalised report with specific recommendations.
Claim Your Free Website Audit →
Your website is often the first impression potential clients have of your brand. Make sure it's reflecting the best, most current version of who you are and what you offer.
Here's to a refreshed brand and a booked-out 2026.
Ready to go beyond a refresh and transform your website completely? Explore my website copy services or book a strategy call to discuss your brand's needs.
the author
Hi, I’m Melody! I help women-led brands make money with copy that reflects their true brand personality and speaks directly to their audience’s hearts.
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