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A content audit of your website, or any digital touchpoint for that matter, such as a social media, newsletters or similar is a valuable tool to use every six months or so. This to ensure that you are consistent, accurate and formost that the content you have is still relevant for your customer, brand, future vision, business goals and purpose.
The benefits and reasons to do a content audit are many. Even if you are not looking to invest in a new website. It’s till a relevant tool to use. Either you can perform this exercise yourself, or hire someone to do it, I’ve outlined a swift process and offer a template to download for performing a content audit in the end of article.
Example for a large ecommerce website:
VISITOR GROUP | VISITOR GROUP NEEEDS | CALL TO ACTION |
1. Customers | Easy to buy again, reinforce they made the right decision (loyalty), present information relevant to support a purchase, customer support. | Buy product |
2. Potential new customers | Easy to buy, present information relevant to support a purchase, easy to sign-up or create new account on website. Customer support. | Buy |
3. Potential new employees | Communicate the company as a creative, vibrant place to work, easy access to job postings, send CV or similar | Apply for open positions |
4. Journalists | Easy access to relevant information, press kits, press contacts (write bout the company new product releases) | Write about the company |
Then you need to have a clear vision in mind or use your company brand guidelines and communication material and get to grips with how your communication should look in terms of tone of voice, images, links and other resources. This is not a hughe amount of infomation – the person who performs the content audit should be able to answer the questions below.
Per page – on your website, go through it and ask the following questions:
When you are done, you can now determine what the next steps are. Make an action plan based on your content audit;
My advice for getting through a content audit if you do it yourself
If you want a head start, I’ve created a template for you to use when making a content audit, which is easy to use, and will get you started in no time. Download the content audit template here.
The photograph is taken and owned by: Old One Eye, who has the copyright to this picture. I’m only borrowing it to illustrate my article.
I love to browse FlickR and use images for my articles to help promote photographers around the world. If you do not want your image here, simply contact me and I will remove both image and links.
The featured image icon is made by Milky – Digital innovation from The Noun Project
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