According to marketing consultant John Jantsch, most websites fail to convert prospects into customers, and generate far less revenues than they could.
The most common reason for this problem is focusing too much on graphic design, and not enough on the content and marketing aspects of websites.
Since many web designers have poor marketing and sales knowledge, you can’t assume that they will build your website to maximize conversions and sales.
A Marketing Content Audit Uncovers Weaknesses in Your Website
The only way to verify that your site is set up properly from a marketing aspect is to have someone knowledgeable review your content and structure.
This is known as a website content audit.
Performing a content audit on your site may reveal problems such as:
- Lack of attention-grabbing headlines
- Lack of subheadings that make it easy to scan text
- Missing SEO (search engine optimization) elements, like keywords and metadata (hidden text used by search engines).
- Website content that is not set up in the proper sequence to convert potential clients
- Not having the right mix of educational content (blogs, videos) and marketing content (sales pages, emails) in your funnel
As you can see, a website content audit might explain why your ads and promotions aren’t leading to more sales.
There are Many Types of Site Audits
If you decide to audit your website’s content, you will notice there are many different types of audits available:
- Website content audit
- Website grader assessment that also measures technical aspects such as site analytics
- Inbound marketing assessment that evaluates technical website elements, as well as your inbound marketing strategy
If your budget is limited, you can perform a content audit and use an online website grader tool to analyze any major technical issues on your site.
You may decide not to implement all of the audit’s suggestions, if they seem overwhelming. Many business owners choose to fix the most urgent issues on their site before tackling less important ones.
A cost-effective way to make changes and improvements to your website is to work with freelance consultants, copywriters, and web designers.
Freelancers are more flexible than large marketing agencies, allowing you to assign individual segments or tasks of larger projects as your budget allows.
Content Audits: The Key to a Revenue-Generating Site
Since your website is linked to other marketing platforms, including social media and email marketing, it needs to support your overall message and strategy.
A poorly structured website will cancel any gains from your social media and networking efforts.
A website content audit may uncover serious issues that are costing you customers, sales, and your reputation.
Mark Bellini – Freelance Copywriter
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