6 Questions to Ask When Doing a Quick Review of Your Website Content
Whether you’ve got a website full of content or are just starting to build it up, it’s helpful to go through and do an audit from time to time. You’ll likely be surprised to discover some weak spots in your strategy, but the good news is you can always improve. Here are 6 questions you should ask when reviewing your current website content:
1) Are we reaching our target market?
You could have excellent content that you know your target market would find useful, but if they aren’t finding it, it’s not worth much at the moment. You must have a clear idea of the demographics you’re targeting, so take the time to do so. Be sure that you have a clear picture of your buyer personas, and craft your website content around them. Use imagery that will catch their attention and make sure your content’s “voice” match theirs. Then be sure you are distributing your content via the digital channels where you can find your ideal buyer.
2) What existing content is performing best?
In order to find out what content is performing the best on your site, you’ll need to dive into your website analytics. You should be able to see which pages and posts are receiving the most traffic. If you dig a bit deeper into the analytics, you’ll be able to see where users enter your website and which pages they move onto from there. Look for patterns to get a better idea of what’s driving visitors to your site. When you know what website content is performing well, you can create a plan to come up with similar ideas, or to expand on the topics that are discussed on those well-performing pages and posts.
3) Is anything out of date/in need of updating?
You may have some excellent content on your website, but it may be out of date because it was posted months, or even years ago. Go through all of your older material and make notes on which pieces would benefit from a refresh. You may be able to add new insights, statistics, and resources that will provide greater benefit to your audience.
4) Are you using attractive visuals to accompany content?
Don’t underestimate the value of strong visual elements. Your pages and posts should include high quality, attractive images that complement the material being discussed. If you have quality informative and insightful material but no images with it, visitors can lose interest fast. Take the time to create visual elements like images, infographics, and charts, and insert them into posts. Include your branding elements, like your logo, throughout the site for a cohesive look, as well.
5) Are there clear calls to action on each page?
Finally, make sure that your content has a clear call to action to support visitors in their journey from reader to buyer/customer. These calls to action could be as simple as subscribing to a newsletter or contacting you via phone or email, or as aggressive as prompting them to make a purchase. Choose the style that’s most appropriate for the page and your audience, without being obnoxious. By having a clear call to action, you’ll be more likely to convert visitors to customers.
6) Is it mobile friendly?
Now that Google is crawling and indexing content based on the mobile site first, businesses must review their website using a mobile-first approach. The way people read on a mobile device is different from the way people read on a desktop. Taking a mobile-first approach requires focusing squarely on the needs of the user, and it requires the company to hone in on what is most essential about its message and its content. There’s no room for flashy widgets and vanity features. Compare the desktop and mobile versions of your website to see how your content and layout appears. Is your messaging and value proposition clear? Are visitors able to easily and quickly find your content?
Have you performed a content audit on your website lately? If you need professional advice on how to go about conducting an audit, we’re here to help. Drop us a line or give us a call at (978) 219-9788.