09 Aug How to Conduct Your Own Website Content Audit
The word “audit” might cause you to run in the other direction, but fear not! A website content audit is not scary. In fact, doing one can help make you stand out from the crowd and generate new and better leads.
Below is an outline of what to look for when doing your own website content audit. Ready to give it a shot?
How to conduct your own website content audit
These elements are important for every page. As you go through your site, compare each page to this list.
- The website (and each web page) loads quickly
- All copy is clear, concise, to-the-point and client-centric (aka, it’s about how you can help them, not what you do)
- Web pages are not duplicative; combine ones that make sense (like “Our Story” and “Meet the Team”)
- Testimonials appear on most pages
- Acronyms are defined
- Font is easy to read
- All links and forms work
You have seven seconds to make a first impression, so make sure your messaging is on-point.
- Your value proposition or your “why” is the first thing web visitors see
- Your top differentiators and accomplishments appear in a short introduction
- Top products or services are highlighted so you can pull people deeper into the site
- One call-to-action at the bottom of the page captures visitors’ emails (a newsletter sign up or free download is a great idea)
This page is all about making a connection with your audience. It’s OK to be personal and approachable.
- Your story – why you founded the company – creates a connection with your target market
- The team’s bios are short, explain their role in the company and reflect accomplishments
- No email addresses are shared; bots will pick these up and have a field day with your email
- Team photos are high-quality and have a similar look and feel
Product and Services Pages
Now it’s time to convince people that you are the ONLY choice.
- Product and service names are consistent
- The benefits are emphasized over the features
- Stats, mini case studies or results are included, if possible
- Calls-to-action will spur people to take immediate action
Landing pages have one goal: make a sale or capture an email. They are typically used for special offers or downloadable content.
- The navigation menu is absent so people don’t leave the page
- The headline is eye-catching
- What you’ll get is clearly spelled out
- The call-to-action taps into FOMO
- The information capture form is short – no more than four fields (name, email and maybe phone number, company or job title)
This is your chance to generate new leads, so make it easy to reach out.
- Include a short sentence that reminds people why they want to work with you
- If you include an email, make it generic (firstname.lastname@example.org)
- Keep your “contact” form short – see above
- If your office is tricky to reach, include driving instructions and parking information
- Publish your phone number if you don’t mind filtering out the spammers
After you conduct your website content audit, let me know the most surprising thing you learned – good or bad! Shoot me a note here.
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