Your website is an important piece of online real estate that can drive new customers, members, bookings, and sales into your business or community service organisation. But what happens if your menu system is awkward, and your payment gateway is clunky? How about the text? Is it pulling visitors from search engines, or chasing them away? Would you know?
A website content audit is a full analysis of the content and structure of your website to identify faults and problem areas that could be reducing your web traffic or interrupting the sales funnel.
Let me conduct a full audit of your website and create an action plan to ensure your website is easy to navigate, and customers have no problems booking an appointment, or buying something. Let’s make sure the content creates real value for your visitors and encourages them to keep coming back (as well as tell their friends about you). Let’s see how it works.
“The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content is important.” Google.
Website navigation refers to the menus and icons that your visitors click to move around the site. Have you ever been on a website and had no clue about where to go and what to click? It’s really important to get this right, so the first thing I check in your website content audit is the overall menu structure.
More specifically I’ll be checking for:
- Menu text (is it logical and easy to understand?)
- Menu buttons, internal links and social share icons (are they visible, sized correctly, working properly?)
- Complex navigation (can you get to anywhere on your site in less than 3 clicks?)
- Pop-ups and advertising (is this chasing visitors away?)
“It’s always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster.” Google.
Next I do a complete review of the actual text and how easy it is to understand. I’ll read each page taking note of titles and headings, the way the text is placed on the page, and if there is any duplicate content. Then I’ll look at how much content you actually have.
Many websites I come across have hardly any content — you need at least 250-300 words on every page to be indexed by Google and the major search engines. At the same time, I see other websites with pages and pages of content in great big blocks — if you want someone to actually read your content the text needs to be broken up into short paragraphs with plenty of sub-headings, bullet points and images.
I’ll also be looking for grammatical errors, spelling mistakes, fuzzy logic, and content that is out-of-date or no longer relevant to your business. At the same time I suggest additional content that would be helpful to the reader (or required by law) — like a good set of FAQs, or a set of terms and conditions.
Create a Google Merchant Centre account so your product information will show on surfaces across Google. This allows people to see goods from your store on various Google platforms, including rich product results on Google Images and rich results on Google Search.
Rigorously testing each step of your online sales process is critical to running a profitable online business. You want your products super easy to buy because customers quickly disappear if their shopping experience is confusing and clunky.
First I looking at the buying procedure to make sure everything is easy to follow and working properly. There is nothing worse than advertising a coupon or discount only to find it doesn’t work when the customer reaches checkout, so I pay special attention to your:
- Product deals (15% off everything in store)
- Linked and related products (customers who bought this also bought …)
- Product variables (size, colour)
- Product add-ons (buy 2 for $50 and get 1 more for $10)
Next I testing the payment procedure, looking especially at:
- Adding and deleting items in the shopping cart
- What happens at checkout
- Where the customer is led if they cancel the payment
- Simplicity of the payment gateway (eg, PAYPAL, credit card)
- Navigating back to the store after a payment
- The confirmation and sales emails
Security and privacy are also of critical importance — to your customers as well as the Consumer Authority in your country.
“Remember that the URL is usually displayed in a Google search result below the document title. URLs with words that are relevant to your site’s content and structure are friendlier for visitors navigating your site.” Google.
Finally I’ll look at the site’s basic SEO and it’s current ranking with the major search engines. In this step I focus on these SEO on-page factors:
- Page titles
- Meta Descriptions
I’ll make suggestions to quickly make your site more search engine friendly, though each step in the website content audit will help to optimise your website.
If you’re ready to book your website content audit (or just want some more information), please complete the pricing request form for my full fee schedule. I’ll be in touch right away.
IMPORTANT: your Website Content Audit is conducted by me (Melinda J. Irvine) and always remains 100% confidential.