Bad conversion rate? Maybe it’s time to review the website content

Your website content is what builds relationships with your audience and gets them to take the actions you want them to take. If your website isn’t working to achieve this goal, there’s a good chance the problem is your content. Sometimes you need to take a review and make the necessary changes to improve the performance of your website.

How to review website content

Define the purpose of each page

Start by taking each page and defining its purpose. For example, your home page should direct people to the specific information they are looking for. Your product page should entice people to buy, and your blog provides useful information with links to your informational product. When analyzing pages, create a spreadsheet to help organize the information.

Study your analyzes

Look at your website analytics. Use a simple, free program that is easy to understand. What you’re trying to find out is how long people stay on each page and where they go next. Google’s free analysis tool is more than sufficient for this purpose.

If you’ve identified a goal for each page, you can tell if visitors are doing what you want them to do. Do they act on the pages where you call them to act? Do they spend time on your blog pages reading your articles? Use analytics to determine if people are taking the actions you want them to take. If they aren’t, that means you need to figure out why and update.

Identify your greatest successes

Analytic will also tell you which pieces of content work best. Look at which pages people spend the most time on. These are the topics that interest your audience the most. For example, if you have a blog on coaching and articles on hosting webinars for marketing, this is a great topic for creating more content.

Is everything up to date?

As you go through your content, make sure everything is up to date. Look for gaps that would be useful to fill. As part of your review, you may want to make some slight changes and wording adjustments. Correct any typos you find and keep an eye out for anything inaccurate or off-brand.

Discover the competition

As part of your review, check out the websites of some competitors. You can compare and see how yours ranks. You may also get ideas on how to improve your site or see areas they don’t cover that you can cover to differentiate yourself.

Create an action plan

The purpose of a website content audit is not just to examine your site’s performance. After analyzing its performance, create a detailed action plan. Identify the goals of your site. Knowing what you now know about its performance, what should you do to increase engagement?

How often should you take a content review? The best practice is to do a review at least once a year, but you can’t audit and optimize your site too often.