19 Feb Overhauling your legacy website? 5 content mistakes even the big brands make
The budget’s approved. The time is right. You finally got the green light to give your organisation’s website its much-needed overhaul.
But while you’re diving into design mockups and flashy features, don’t forget the crucial element that often gets overlooked: the words on each page.
As the Copy Lead at RM, I’ve had the chance to support the team and work on quite a number of big website projects. And here are 5 content mistakes I’ve seen many established brands make – time and again.
Mistake 1: Migrating your existing content – as it is
New website, new possibilities! And this extends beyond design – it’s the perfect opportunity to rethink and reimagine the words too.
So, take this chance to streamline your information architecture and improve user experience with a more seamless navigation. Which naturally, means auditing your content:
- Killing pages
- Merging others
- Creating new ones
It’s also the time to assess content relevance and performance. Remove legacy content that’s no longer accurate or aligned to your organisational mission and goals. And, where needed, update or refresh content to keep it engaging and effective.
Mistake 2: Diving straight into the writing process without a tone of voice and writing style guide
A tone of voice bible. A writing style guide. A brand voice playbook.
Whatever you call it, I highly recommend that you spend time creating a clear framework before starting your website writing process.
This is especially important if several people across your organisation are contributing to the content creation process. A shared guide will ensure everyone’s writing is consistent and brand-aligned – in tone, structure, word choice and formatting.
And that means a website that is cohesive and professional.
Starting on the same (writing style) page from the get-go will also mean far less editing at the pointy end of the project – keeping a smooth process and ensuring deadlines are met.
Mistake 3: Lack of collaboration between writers and designers
Too often, design is mocked up or even finished before writers are brought in. But content and design should work together, not in isolation.
When the design is finalised without content, it can lead to generic placeholders that result in awkward content fits or messaging that feels forced. The outcome? A website that looks polished, but feels disjointed.
So, where possible, get your writers and designers to collaborate from the start. This allows:
- Designers to create layouts that enhance the content structure
- Writers to work within design constraints (e.g. character limits and interactive features)
When content and design are truly aligned, your website will stand out and work beautifully.
Mistake 4: Overloading pages with too much information
While we want to share as much useful information as we can online, be careful not to cram your webpages with excessive detail.
Remember: Bloated pages are hard to navigate and harder to digest. They also often result in key messages being buried – and leave readers feeling overwhelmed, lost and frustrated.
The key to writing effective and engaging website content is to put your audience first, recognising that they’re real people, rather than just generic ‘users’ (or SEO algorithms).
Focus on their motivations, pain points and questions as you shape each page. And remember to keep it clear, concise and conversational – just like how you’d talk to them in person.
Mistake 5: Not training your subject matter experts on web writing principles
Your subject matter experts have useful knowledge to share. But if they’re not familiar with web writing principles, their content may end up complex, jargon-heavy and difficult for general audiences to understand.
That doesn’t mean you should ban subject matter experts from working on your website though!
A little training goes a long way, so before they start writing, share these quick tips:
- Use plain English and avoid complex terms whenever possible
- Write in the active voice for clarity and impact
- Lead with key messages (inverted pyramid style)
- Make it scannable with descriptive headings, bullets and short paragraphs
- Keep sentences simple and direct – and avoid unnecessary fluff
- Write for humans first, search engines second
- Learn how to link effectively
- Get familiar with inclusive and accessible online writing practices
With the right guidance, you can help your experts translate their knowledge into clear, engaging content, ensuring your website serves its purpose – and audience.
Need a set of fresh eyes? Our expert copywriting team can help you pull everything together – and make your copy shine. Let’s chat.
