One of the benefits of working for an agency is that the volume of websites we get to evaluate. Each of our clients who register for current SEO and content services will receive an intensive content audit. Similar to a technical SEO audit, the results of the website content review should drive the strategies and priorities of following stages of content work. Without the audit, you can’t create an efficient strategy because you first need to understand what sorts of content you are presenting, what content you’re missing, and what content you’ve got too much of.
Our aim is to give you more of a framework on how you can discuss with clients about their content or, if you are the client, ways you can improve your website content to keep users on the site longer and, ultimately, convert.
1.No clear call to action message
If our content audit approach steps find that crisp and clear calls-to-action wasn’t a spotlight, our goal of a page changes to being obvious to any visitor. What is it that you just need a visitor who lands on this page to do next?
You got them to the tip of your post — don’t lose the visitor because they aren’t certain what to do next!
2.A lack of content for all stages of the customer journey
One factor we regularly do when conducting content audits is to trace the sales funnel every page is aimed and it will be either of awareness, consideration, purchase or retention. What we sometimes notice is that clients tend to possess a disproportionate quantity of content geared toward driving a purchase, however not enough for awareness, consideration, and retention. This isn’t continuously the case, significantly if they need a web log or resources hub.
Retention may be a big deal! It is far more efficient and easier to upsell and cross-sell current customers than bringing in new ones. Your customers also are less price-sensitive because they understand your brand is worthwhile. You actually need to produce content for this audience too to stay them engaged with the whole and realize new uses for your product. Plus, you’ve already got their contact data, so delivering content to them is way easier than an opportunity.
If location matters to your business, you ought to not solely use testimonials to spice up your native relevancy, however, your content normally. Take the academic institute, as an example. There could be lacs of private educational institutes in India and they all (presumably) have websites. Many of them have very similar content because they are all attempting to provide the similar kind of service, education.
The best institute websites, however, are making content that matters to their local communities. Just, for example, people who live in Maharashtra might care about what the best tuitions for CA/CS are, whereas people in the Karnataka area are more probably to want to know which courses for Information Technology are the best. Having your sales team take note of common queries they get asked and addressing them in your content can go a long way toward improving native relevance and gaining loyal customers.