Save Your Copy From A Rewrite
One search industry professional considers rewriting copy a last resort, a step that should be undertaken after other business-boosting efforts fail.
Change can be good, except for times when it isn’t. Some site publishers may want changes in the words they present to visitors, but it may be in their best interest to convince them to stay the course.
Karon Thackston at Marketing Words had some thoughts on the topic. In the context of a discussion with a client who continually asked for copy changes, Thackston recounted how keeping existing copy intact really was working for the client:
My question to her was always,