If you're not generating enough leads, it's time to take a fresh look at your website by conducting a content audit. Here's what that means and how to do it.
Most entrepreneurs live in fear of audits—the financial kind, that is. But when it comes to your web content, a comprehensive audit can be the ideal way to streamline your messaging and optimize your conversions.
First things first, what is it?
A content audit refers to the process of evaluating your existing content and how it is laid out within your website’s navigational structure. It means looking for problems both technical in nature (i.e., a link that leads to no man’s land) and issues relating to tone, messaging, and redundancy. Content audits can include written content alone, or may include all multimedia content, such as embedded videos and graphics.
Once you’ve decided what content is no longer relevant, you can get rid of it, create a new information architecture if necessary, and add in new content to fill in the gaps. Check out my recent article for Intuit for a few more of the nuts and bolts of the process.
Organizations frequently choose to undertake content audits when they’re building a new website or making substantial changes to an existing one. For instance, our agency just started working on a content integration project for a university that’s merging with another school, and needs to add the other school’s web content to its own site. They’ve solicited our help in deciding what stays, what goes, and how to mix it all together in the most user-friendly way.
But even if you’re not planning to launch a new website, a content audit can still be an extremely valuable tool for your business.
By analyzing your existing content and paying attention to how visitors are engaging with it, you can optimize it to make a greater impact—and ultimately generate more leads and sales.
Here are a few tips:
If you want to learn more about content audits, I recently served as a guest panelist for AWeber’s Twitter chat. You can read the discussion below:
Kathryn Hawkins is principal and chief content strategist of Eucalypt Media. She has worked as a freelance journalist for media publications and managed inbound marketing and content strategy for corporate and nonprofit clients for more than a decade.
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