Website Revamp: Navigating the Wild Ride of Rewriting Your Own Copy
So, here we are. I’m supposed to be tearing down my website and rewriting the whole thing.
A fresh, shiny site that truly reflects my evolving way of working and embraces my ideal client’s shifting needs. On the surface? Absolutely freaking rad. I’m so pumped for the final product—a site that’s UX’d to perfection, bringing the right people to the work table where we can collaborate and create some seriously high-converting magic.
But then there’s the reality of writing it. Cue the dramatic sigh. Let’s be honest: writing your own copy is hard as F*CK. And I’m not alone here. I’ve yet to meet a copywriter who doesn’t agree. That stuff is gnarly.
And weirdly, it’s not about finding your voice. For me, that’s the easiest part—it’s just me.
The resistance and procrastination come from staring down the blank page and thinking about all the hard things.
As Glennon Doyle says, "We can do hard things." And yeah, we can.
But here’s the kicker: it doesn’t have to look like everyone else’s hard things. Your path, your process, and your priorities? They’re uniquely yours. Let’s dive into this rollercoaster together.
Why Rewriting Your Own Copy Feels So Hard (Even for the Pros)
I’ll let you in on a little secret: being a seasoned copywriter doesn’t magically make it easier to write your own stuff. If anything, it makes it harder.
We know the stakes.
We’ve seen the impact great copy can have.
And we’re hyper-aware of the gaps our own writing might leave.
Writing your own website feels like simultaneously being the chef, the food critic, and the diner. You’re whipping up the dish, judging every ingredient, and then trying to enjoy it without overthinking the seasoning.
Spoiler: it’s exhausting.
Here’s why:
You’re too close to it. You’re immersed in your business every day, making it tough to see it from an outsider’s perspective.
The stakes feel high. This isn’t just any copy; it’s the copy that represents your brand, your values, and your expertise.
Self-doubt creeps in. Even the most confident copywriters can get caught up in the “Is this good enough?” spiral.
And yet, rewriting your site can be one of the most powerful ways to align your business with your goals. So, where do we start?
The Big Shift: Evolving Business Models and What They Mean for Your Copy
Let’s talk about why I’m doing this in the first place.
My business model is shifting. I’m moving into bigger, more holistic projects with heftier price tags. It’s exciting—like, throw-confetti-in-the-air exciting—but it also means my messaging needs to meet my crush client exactly where they are.
Here’s the thing: when you’re working with clients who value your work and are ready to invest in it, the game changes. It’s less about volume (no massive email lists required) and more about precision. You’re not shouting into the void, hoping to catch someone’s attention. You’re speaking directly to the people who need you the most.
And that requires:
Crystal-clear messaging that speaks to their pain points and dreams.
UX that flows like a dream, guiding them seamlessly from curiosity to commitment.
Sales pages that don’t just inform but inspire action.
Lessons from the Field: Why "All the Things" Aren’t Always Necessary
Here’s a fun fact: I’m still building my email list. Why? Because I have another project up my sleeve for a wider audience. But if that weren’t the case? I’d ditch the list faster than you can say “unsubscribe.”
When you’re working with high-ticket clients, you don’t need to tick every box on the “How to Run a Business” checklist. You need to focus on what truly matters. For me, that’s:
Building authentic connections.
Delivering exceptional results.
Creating a business model that aligns with my values.
If you’re in a similar boat, take a deep breath and remind yourself: you don’t have to do it all. You just have to do what works for you.
The Website Revamp Checklist: What I’m Focusing On
If you’re staring down your own website revamp, here’s what I’m prioritizing:
1. Messaging Overhaul
Shifting my copy to meet my ideal client exactly where they are.
Highlighting the transformation I bring to their business.
2. User Experience (UX)
Streamlining the journey from the homepage to the decision-making point.
Ensuring every click feels intuitive and purposeful.
Updating keywords to reflect my evolving services.
Crafting meta descriptions that invite clicks without the fluff.
4. User-Friendly Forms
Simplifying contact forms to make reaching out a breeze.
Eliminating friction points that might deter potential clients.
5. Polished Sales Pages
Writing clear, compelling pages for each service I offer.
Creating onboarding materials that set the tone for amazing client relationships.
The Power of Feedback: Why Even Copywriters Need Copywriters
Once the revamp is done, I’ll be handing it over to a trusted group of fellow copywriters. Why? Because even seasoned pros need fresh eyes.
Here’s the thing: feedback is invaluable.
It’s the difference between “good enough” and “nailed it.” My team will help me spot what’s working, what’s not, and where I can push the copy further.
If you’re writing your own site, don’t skip this step. Find someone you trust to give you honest, constructive feedback. It’ll make all the difference.
Why This Matters: For You and Your Clients
Rewriting your website isn’t just about words on a page. It’s about:
Attracting the right clients who align with your values and vision.
Setting the tone for a working relationship built on trust and mutual respect.
Positioning yourself as the expert they’ve been searching for.
And let’s be real: it’s also about feeling damn proud when you hit "publish."
If you’re in the thick of your own website revamp, know this: you’ve got this.
It’s hard, yes, but it’s worth it. And if you ever need a second pair of eyes or a helping hand? You know where to find me.
