Once your website is up and running, please don’t neglect it. It’s horribly common for people to forget about their website when they launch a new product or campaign, or if circumstances change.
A particular client of ours has an information-based business in an industry that is constantly changing, which means regular re-writes to stay relevant.
Failing to keep your site up to date with your business or your industry can quickly make you look careless – or worse, incompetent.
Re-writes can sometimes be a struggle, you try to keep as much of the old information as you can, and slot the new stuff in, and that often leads to really simple mistakes (and believe me, I’ve made them all at one point or another!).
The most common error in a re-write is the “copy and paste” mistake. This is when you lift a new sentence or paragraph and put it into your content without checking that the words around it lead into it properly.
There are also the “tense-change”, and the “shifting persona”, where your new text uses “we” instead of “they” or vice versa, or moves into a different tense.
Make sure that someone reads to whole page of text before you publish it – and not just the new bits. That way you can make sure the new info blends seamlessly into the old content.
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