11th January 2018 Claire Hawes

Diagnose & repair poor performing websites with a content audit

Is your website failing? Do you want to know to know how to improve traffic and enquiries? Learn how a site content audit can help

Do you worry that your website isn’t working for you?

  • Perhaps you’re getting plenty of traffic… But your traffic isn’t converting into enquiries and sales.
  • Or you hired a fantastic designer to build you an aesthetically pleasing website… But you’re still not getting enquiries.
  • Or your competition is always outranking you in the search engines. And its website is awful.

But, you say to yourself. My website ticks the boxes for being fast and responsive. It offers an excellent visual experience. What’s more, it’s easily navigable.

So what’s left to fix?

The answer is… your website content. And a website content audit can help you do this.

Although you know this to be true, I hear you say: I’ve been in this business for years. I know my products/services inside and out. I’ve got an English degree. I know how to write.

Does this sound like you?

But consider this. Poor website content is one of the most common reasons why websites fail.

As an illustration of this:

  • Your website content reads like an online brochure. The focus of your copy is on your business’s years of experience rather than on your customer.
  • Your website content doesn’t have a clear objective. Visitors do not know what to do when they reach the end of a page.
  • You’ve focused your website development on design as opposed to content.

My point is this. Good website content works like a digital salesforce. Successful salespeople use tried and tested sales processes. Their aim is to guide prospective customers through their decision making.

Persuasive website copywriting has the same objective. It aims to convince visitors that you are a company from which they would like to buy.

In addition to that, website copywriting tells search engines what to expect from your pages. Furthermore, it attracts people using search engines to find answers to problems.

The good news is a website content audit will uncover your website problems.

What’s more, it will reveal straightforward solutions that’ll make a real difference to your site’s performance.

So let’s take a closer look.

First off, a site content audit examines:

How well your website copy reads

  • Is it clear and is the tone of voice consistent throughout the site?

How well your website copy guides readers through their decision-making process

  • Is the copy customer-focused? Does it answer visitors questions, as and when they arise?

How well your website copy drives action

  • Do your pages answer the question: What’s in it for me? Do you provide proof that you can do what you say you can do? Does your page copy lead to a clear call to action? Does it reassure visitors that they’re making the right decision?

After that, a site content audit looks at:

How well copy attracts people using search engines to find answers to problems

  • The effectiveness of keywords. Are they helping people find your pages in the search engines?

In addition to that, a site content audit investigates:

How well your site performs against your competition

  • For what keywords is your competition positioning? Are there any gaps?

The bottom line is this. Today Google has indexed over 130 trillion web pages.

What’s more, mobile devices are driving the way we access the Internet.

As if that’s not enough, according to Deloitte, the fastest growing market for smartphone users is 55-75 year-olds… also known as the silver swipers.

So your website is competing in a crowded marketplace.

A site content audit uncovers the problems which prevent visitors from finding and engaging with your website.

Plus it provides you with a roadmap to help you fix your content problems.

Better still, it provides you with recommendations for helping you drive traffic and enquiries.

What could be more important?

And finally

If you would like help conducting a site content audit, then do get in touch. You’ll be surprised at how straightforward website content changes can improve your website’s performance.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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