Eek! We've rebranded. Now what do we do?

New logo. New services. New colours. New candid snaps, and you’re looking sharp as sh*t. 

So where are all those shiny new post-reveal enquiries at? 

If your inbox is seemingly snoozing after your big (and expensive - yikes) rebrand, you’re not alone. 

Let me guess, you went all in on the fancy design and - to save time/money - figured you’d DIY the words?

Trouble is, a rebrand is not finished at the point of design. Most people don’t care if your website is blue, pink or neon green. 

They care that it's functional. And they care what it says. 

What it should say is simple. What you do, who you do it for and how people can get it. 

Your rebrand finishes when that message lands hard with your ideal customers.  

For that, you need a messaging strategy properly aligned with your business goals. 

If you’re hell-bent on DIY for your post-rebrand website copy, here’s how to turn your lovely new look into lovely new leads. 

What to do after your rebrand? Fix the words people see first

You have spent proper money on this website. For the love of dogs, do not kick off your hot new website with Welcome.

No one needs a greeting. No one needs your job title either. Don’t be coy, just get on with it!

Think TA-DA! 

TA-DA = Transformation • Audience • Differentiator • Action

• Lead with the outcome.

• Say who it is for.

• Show what makes you different.

• Push one clear CTA.

Use it like this

Transform [painful before] into [dream after] for [audience], with [your method or proof].

[Primary CTA]

Why not also add a short rebrand banner in your header?

We have a new look and a better way to help you. Here is what changed and how to work with us. Here’s a free [thing] to celebrate.

You’ve done a grown-up rebrand, so go ahead and announce it like a grown-up brand

The goal here is to explain the change without fuss, reassure existing customers and invite action.

You could create a temporary announcement page and link your banner to it.

Your announcement page template might look something like:

• H1: We have a new look. Here is what it means for you.

• Intro: Why you changed. And why anyone should care.

• Bullets: What’s new? What stays the same.

• How to work with us now: one clear button.

• FAQ: prices, timescales, logins, support, delivery. This is a great place to park objection-busting copy. Good for trust. Good for SEO.

• CTA: show the next best step. Do not leave people floundering (or worse, bouncing).

Don't forget to also: Email your list, tell people in your social channels - spread the word.

But don’t just say ‘look, we rebranded.’ Ask yourself, why should they care? And answer that, every time. 

How to create a consistent brand messaging post rebrand 

It’s very important not to make your rebrand about you. 

It’ll be tempting to slip back into old habits whereby you talk about your expertise, your job history and all the reasons you're qualified to do what you do. 

It’s easy to start jargon-bombing without realising you’re doing it.

You have to make everything about your ideal client. I mean it. Really.

The best place to start is to use their language (you should have some solid voice of customer research to work from, and if you don't, get some) 

Use their desires. 

Tell stories where they are the main characters, not you.

Look at your brand values and your brand messages and weave those throughout all of your copy. 

Keep coming back to your tone of voice guidelines and make sure you sound the same on every page (v. important if you have more than one person working on your website copy!) 

And don’t forget to do a microcopy sweep:

Thank you pages, 404 page, form errors, etc. 

Friendly, simple, on voice. 

OK, rebrand is done, now what? Tie up the loose ends and measure, measure, measure!

Your website isn’t a one-and-done thing. If you want it to work properly and do its job as your 24/7 salesperson, don’t just leave it to gather dust and go stale - Google hates that, and so will your profit margin. It is your most valuable marketing asset, so look after it.

Essentials to update:

• Google Business Profile

• Email signature

• Social bios and pinned posts

• Case studies that no longer match the message.

• Any PDFs or proposals that carry the old look or tone

Simple redirects:

If any URLs have changed, ask your developer or platform support to forward old links to the new ones.

Light metrics to track:

• Enquiries per week

• Homepage click to Contact or Booking

• Top pages read in the last 30 days

Look for a gentle climb. You are aiming for steady and sane, not viral.

Future you (and your business) will thank you for doing this bit:

• One blog a week that supports the new message and gets your business out there

• One tiny testimonial request after each project - expanding your customer voice bank and giving you stuff for more content and case studies

• One hour a month to review copy and tidy a page (at least! Looking at SEO, general updates and authority building)

  
  

FAQ for the post-rebrand midnight wobble

Do we need to rewrite the whole site?

Not always. Start with the pages people actually see: homepage, one key service, and Contact. Move through the rest in sprints.

What if the design is fine, but enquiries are slow?

It is probably the message and the placement. My Website Copy Audit sorts that in one day and gives you mini rewrites you can paste in.

Do we blog about the rebrand?

Yes!

With strategic post-rebrand website copy, your rebrand will end with clients not crickets. Good luck!