When was the last time you looked at your website? And by that, I mean have you really analyzed it? You think it looks great and is pleasing to the eye, right? That may be true. However, it won’t hurt to do a thorough website content audit.
Your website may not be found in search engines and may be driving your visitors away. Your website may be “unwell,” and you may not even know it. You need a thorough website content audit now to ensure your site will pass the 5 C’s of Content That Works™.
See why your website is failing
According to an article on UserGuiding:“
“Almost 90% of website users switch to a competitor after poor website user experience.”
Make sure that your website is not sending visitors to your competitor. Take steps now to ensure this doesn’t happen to you. Get a website content audit now.
Why do you need a content audit?
- Analyzing your website provides you with first-hand knowledge about the performance of your content. This will enable you to make decisions about which pages you should improve.
- Uncover those pages that are not search engine optimized. Examples would be poor metadata or heading structure, or photos may not contain alt tags.
- A content audit allows you to recognize search engine opportunities (SEO) and content gaps where you can improve on shortcomings.
- Doing an audit shows you where visitors may be encountering roadblocks when they are reading your content. Is it too technical for your audience or not technical enough?
- An audit gives direction for future content creation, refreshing existing content, and repurposing into other marketing methods. (a blog could be repurposed into a video, existing content could be used to write a case study, etc.
- Finally, doing a website content audit allows you to create an inventory of your content. This can be huge when you are creating a marketing strategy.
What is a website content audit?
Overall, a website content audit is a review of 3-5 pages analyzing whether they are in alignment with the 5 C’s of Content That Works™. The assessment is based on how your website is currently written to attract potential and returning customers.
The goal is to determine whether your customers consider your business as their number one choice for the industry you focus on, as well as whether your site reflects your brand promise, value proposition, and key differentiators from other similar companies.
Specifically, the pages are checked for the following elements.
- Is the page clear? – In eight seconds or less, does your visitor know what your company does?
- Does the content focus on your customer (and not you)? are you solving their needs?
- Is your website competitive? – What sets you apart from other businesses in your industry?
- How are you optimizing your conversions? – Are you giving your visitors plenty of opportunities to click on links or click-through buttons, so they stay on your website?
- Are you being consistent? – This would include things like copy voice, content flow, etc.
Moreover, the explanations I give for each point are not a complete explanation for each “C of Content.” There are many more points that are reviewed.
Audit touchpoints during a content audit
Think about hiring a content audit specialist.
Specifically, your time is valuable, and website content audits can be time intensive. You have other roles and responsibilities you could be doing. Below are reasons why I recommend having a content audit specialist
- Content audit specialists receive training on what to look for. Many of them will have a template or a checklist they will follow.
- The audit specialist will partner with you to get a thorough understanding of your current goals and identify what strategy would be best to align with your marketing objectives.
- Each individual will identify weaknesses and opportunities for better SEO and share them with you.
Lastly, your specialist will help you ensure your website is a winner with search engines – and your visitors.
It is decision time.
No matter if you decide to do it yourself or have someone else do it, there are main things you want to watch out for.
Let me be clear. Doing a website content audit is not for the faint of heart. As you’ve seen throughout this article, doing audits take time and patience.
If you’re wondering what the big deal is about content and web pages, I’ll tell you. Your website is a window to your business and your brand, and it’s important that it’s well-designed and clearly communicates your company’s message.
Even more, you want your website to be a pillar of information and appeal to the visitor.
You can also take advantage of the benefits of SEO and increase your ranking in the search engines and drive quality traffic to your website.
Furthermore, your website is an investment, so it’s important that you do a site audit to assess its performance. If you don’t know where you stand with Google, it may be time to get someone in to do a content audit on your website.
You’ll be able to evaluate your website’s content and make necessary adjustments to optimize your SEO performance. Content audits will give you a better sense of your company’s strengths and weaknesses, and you can use this information to improve your website’s performance and reach new customers.
Now is the time to do a website content audit. Pam Lokker is a proficient SEO, Web 3, website content audit specialist, and B2B copywriter and content writer with certifications in each area. Read more about content audits.