Imagine you’re an interior designer and you’re hired to decorate an entire house. You bring all your talent, experience, and wisdom to the project. You consult with the owners to understand their personality, their tastes, and their lifestyle.
The result? You create rooms they love. They tell you how happy they are and pay you well.
Two years later, you’re invited to a party at their home. You’re soon distressed when you enter and see significant changes that just don’t work. Sure, any owner is going to have new pieces they want to introduce to a room, but some items are just wrong.
As a web content writer, that’s the way I feel when one of my clients significantly changes the content of a page and doesn’t consult me.
I totally understand that a client may wish to update content to better reflect current offerings and services. But when he does it — without consulting me — serious problems occur:
- New offering or content is not clearly stated
- New offering or content is not written in a compelling fashion
- Keyword phrases that were embedded in the original copy for search engine optimization are destroyed without being replaced
- Ditto with title and description tags
- Images are not properly tagged for SEO
- Spelling errors
- Grammar errors
- Poor layout
- Style inconsistencies
The above means less traffic, poor engagement with visitors, and fewer visitors converting to customers.
Easy Web Tip #199: If you change the words on your website, do let your web content writer review your changes.