Rebranding or redesigning your website? You need to read this.

If you’re going to the effort of a business rebrand or you're redesigning your website, it’s important to consider how your written content fits with the new look and feel of your brand.

Understandably, hitting copy and paste on your old words can be tempting. It can save time, money, and a whole lot of writer’s block when it comes to your ‘About’ page. But it’s also a bit like slipping on yesterday’s wrinkled t-shirt. It just doesn’t wear as well.

Although they’re essential elements, your brand’s identity doesn’t stop at your logo and colour palette. Your brand voice and written content help to communicate your brand’s substance - important info including your offer, what you stand for and ultimately, why people should choose you over those *other* businesses out there.

Your brand's personality is reflected in how it sounds, not only in how it looks. Want people to remember you as witty, cheeky, sleek, or uber-professional? Your written content and design need to work hand in hand to avoid confusing your audience.

Think of it like visiting a new restaurant. Previously, it was an ocean-themed, family-friendly buffet. Today it’s a swanky wine and oyster bar, perfect for date night…except the entire hospitality staff still speak like pirates.

Confusing, right? Also, disappointing. Although the restaurant looks and feels completely different, there’s something that’s just. Not. Quite. Right.

Seafood not your thing? Let’s pretend you’re meeting with your specialist surgeon in her beautiful, heritage-listed office with the sky-high ceilings and heavy desk. As you walk in, she greets you with ‘maaaate howsitgoin’? Lovin’ your sneakers, they’re sick as!’

Her skills (and fashion sense) may be excellent, but now you’re trying to understand what’s ‘real’ and maybe considering whether this is the right surgeon for you.

The same applies for when clients visit your website. Don’t make the mistake of thinking your content doesn’t matter. It does. Not only can misalignment between your look and sound be off-putting, it can make your brand seem inauthentic and lead your audience to misunderstand or distrust you.

A professional copywriter can help ensure that what’s written on your website is as meaningful and unique as how it looks and functions. Consider your words in your rebrand budget and be confident that what’s written on your website is as crisp, clear and as fresh as your new logo.