Today’s task: Audit your site’s unique value markers
We have all seen it happening more and more lately, websites and marketing materials featuring varying levels of similar content shortly after someone publishes the original. With the rise of social media, AI tools, and content recycling, it’s become all too easy to copy or “repurpose” the work of others.
It is usually quite clear when similar content surfaces soon after the original publication, and most viewers can spot these patterns right away. This diminishes the credibility of those involved and highlights the need for professionals to step outside the circle and be willing to work a wee bit harder to create original material.
This week’s quick maintenance task is ensuring your website truly stands out with content that accurately represents your business. At a time when imitation is common, authenticity is your greatest advantage.
Why This Matters For Your Business
In a world where everyone suddenly jumps on the same topics at once, with identical trends popping up everywhere, original content isn’t just about creative integrity. It directly impacts your bottom line:
- Improved search visibility: Search engines prioritise original content and actively penalise duplicate or highly similar content (yes, Google can tell when you are just rewording someone else’s ideas)
- Customer trust: Clients can instantly sense authenticity and are more likely to trust businesses with a distinctive voice rather than those echoing others
- Standing out: Creating your own unique content shows you are doing your own thing instead of just copying what everyone else is doing. People prefer to work with businesses that lead the way rather than those that just follow along.
- Legal protection: Creating your own material helps avoid potential copyright issues that can damage both your reputation and finances
- Long-term sustainability: Businesses known for originality build lasting audiences, while copycats must constantly rely on finding new “inspiration”
Your 10-Minute Originality Check
Even with limited time and connectivity, you can ensure your WordPress site maintains its unique voice:
- Scan your homepage (2 minutes): Read through your main page copy. Circle anything that sounds generic or could apply to any business in your industry.
- Compare with competitors (3 minutes): Pull up 2-3 competitor sites on your phone. Note any structure, phrasing, or messaging similarities that make your site blend in rather than stand out.
- Identify one unique element (2 minutes): Pinpoint something unique about your approach, methodology, or business story that competitors don’t share.
- Flag one item for improvement (3 minutes): Choose one specific element (headline, about section, service description) that needs more originality and quickly note how to differentiate it.
On-the-Go Tips
Spotty WiFi? Download screenshots of your site pages before travelling so you can review them offline when you’ve got downtime.
Short on time? Just focus on your homepage or service page, which most people see first anyway.
Need fresh ideas? Look outside your field completely. How does a business in a different industry discuss what makes them special? You’ll find better ideas from unexpected places, not from what your competitors posted last week.
Found someone copying you? If you spot weirdly similar content that appeared after yours, don’t get too wound up about it. Use it to motivate your next update to reflect your unique voice or business style even more.
Quick Implementation Plan
Next time you have 15 minutes with decent internet:
- Update that one element you flagged with more distinctive wording
- Add your unique approach as a featured callout on your homepage
- Think about adding an “Our Approach” section that shows how you do things differently
Keep in mind that templates and trends can cause many websites and social platforms to look similar. Embracing originality is an ethical decision and a strong differentiator that helps clients remember and choose your business.
Although it might require more effort than simply following trends, the genuine connection you create with your audience and your unique voice and perspective will distinguish you from others.
Need a second pair of eyes to give your website an originality check? Get in contact here.
