It’s no surprise that the content on your website is a crucial aspect of your overall marketing strategy.
Not only does it build relationships with your audience and solidify your position in your niche, but (when done correctly) it also leads to new clients and increased revenue.
If your website isn’t doing this, then it’s time to update your content. Before you start rewriting all your copy, conduct a quick content review by following these simple steps.
Give Each Page A Purpose
Disorganization can make your website hard to navigate, so start by taking each page of your website and clearly defining its purpose.
For example, your home page should direct people to the specific information they’re looking for, your product page should lead people to buy, your blog provides helpful information with links to your information product and so on.
Create a spreadsheet to help you organize the information as you analyze each page and create a clear purpose for it.
Study Your Analytics
Look at your website analytics by using a simple and free program like Google Analytics. All you’re looking for is how long people stay on each page and where they go next.
If you’ve identified a purpose for each page, you can track whether visitors are doing what you wanted them to do. Are they taking action on pages where you call them to action? Are they spending time on your blog pages reading your posts? Use analytics to determine whether people are taking the action you want them to take. If they’re not, it means you need to figure out why and update.
Identify Your Greatest Hits
Analytics will also tell you which pieces of content are performing best and getting the most views. Look at the pages people spend the most time on. These are the topics your audience is most interested in.
For example, if you have a blog on coaching and some posts on hosting webinars for marketing that are doing really well, then you know that’s a good topic to create more content on.
Make Sure Everything Is Up-To-Date
There’s nothing more embarrassing than seeing an event listing for 2012 on your homepage. Go through your content and make sure everything is up to date. Look for gaps that would be helpful to fill.
This is also a great time to do some light editing and tweaks in the wording. Correct any typos you find and keep an eye out for anything that’s inaccurate or off-brand.
Check Out The Competition
As part of your review, look at some competitors’ websites. You can compare and see how yours stacks up. You may also get ideas on how to improve your site or see areas they’re not covering that you can cover to differentiate yourself.
Create An Action Plan
The purpose of a website content audit isn’t just to have a look at your site’s performance. After analyzing its performance, create a detailed action plan. Identify goals for your site and list out what steps you need to take to get there. Knowing what you now know about its performance, what do you need to do to increase engagement?
It’s a good business practice to conduct a content review at least once a year, but you can’t audit and optimize your site too often.
Do you want to learn more about creating the right content for your audience? Check out my course, Market Research Mastery System, which teaches you the A to Z of target market research and how to use it to create killer content for your website.