How a Site Content Audit Clarifies Your Message So Your Prospects Will Engage

Your clients depend on your web creators making your website informative and attractive. Many websites, although well-intentioned, need more compelling content to support your prospect to move forward.

You may have worked with a web designer who loves design and is blind to other qualities. They may think - what looks gorgeous and impressive, like a giant photo, could work excellently. And they may regard copy as clutter to the customer experience.?

But copy means clarity, not clutter. Compelling content is required to explain the meaning of your company, products, and services. Images may support the message but cannot replace written content.?

The saying is that “a picture is worth a thousand words.” It’s essential to understand the meaning of that quote. People are better at remembering pictures than words, but you need words to express value to your customers.

For example, a few years ago, a Financial Institute had a website that hadn’t been changed and updated for many years. It was full of great content, but things had become outdated and disorganized over time.?

The marketing team at the Financial Institute met in the morning at their daily meeting. The boss, Mr. Penshaw, said: “I’m starting to notice that our visitors aren't spending as much time on the site as they used to. Are they having trouble finding the information they’re looking for?”

Mr. Penshaw continued, “I know we need to do something to improve the user experience. Our content needs to be found easier. We should conduct a site content audit.”

The rest of the group twisted a bit on their chairs. That the boss was the one to tell the younger team members this hard fact embarrassed them. “We should’ve been the ones who delivered that message,” Miss Starbright exclaimed, disappointed.??

The second in command, Mr. Miller, said, “We’ve noticed a significant drop in action on our website. It's over 12 years old. I vote for an audit.”

Miss Smith, the youngest on the team, raised her hand and said: “ Our website is in terrible condition. Let’s modernize it and start with a site content audit. That’ll be mind-blowing. I’m in.”

All the other members joined in.

Mr. Penshaw said, “ Ok. Miss Smith, I will give you the assignment to arrange for the audit. We all agreed.”

One week later:?

Mr. Farmer, the recruited Site Content Audit Specialist, met with the team. “I need to talk with all your team. We'll go through each page of the website and evaluate its content. Let’s check to see if the information is accurate and relevant or not. We’ll then look for ways to make the content easier to understand and navigate.”

“Here,” Miss Smith remarked, “I found some outdated content. Let’s remove it.”?

Mr. Penshaw dived in for a moment to check the work going on. He said, “I’ve found that some pages have too much text. We should work to simplify the information and make it more concise, and make it easier to read.”?

Mr. Farmer agreed, adding, “We should reorganize the site's navigation so visitors can find what they’re looking for more easily.”

Two weeks later, Mr. Farmer arrived early in the office to attend the morning meeting. “Good morning, the audit is complete,” he almost shouted. The team was happy.?

They published the updated content. “Now,” Mr. Penshaw exclaimed, “we’ll watch as our visitors spend more time on the site, engage with the content more, and have a better overall experience.”

A regular customer came to the office. “Congratulations on the excellent brush-up of your website. I find it amusing to read and love your engaging content. What I’m looking for is now easy to find.”

The Site Content Audit helped improve the content of this Financial website and made it a better place for their visitors.

You increase the user experience if you optimize your content for visitors. Then your site may rank higher on Google and other search engines. By improving the user experience, you can guide your prospect to find what they need. That may increase their satisfaction and your sales.?

The introduction and presentation of your products are the main jobs of your website. It’s your virtual sales force, so the content on your website is critical. Even the most complex website cannot work if compelling content is lacking or defective.?

The critical take-home message from this short story is that a professional copywriter may have a notable positive impact on increasing the user experience. They can vitalize the marketing of your organization or company, services, or products by doing thorough research followed by a Site Content Audit, then writing compelling content that attracts clients to continue reading and taking action.

As a pediatrician, every day, I've had the opportunity to see children's needs in many different situations. I observe them and then work with them on a daily basis.

In adulthood, our needs regarding information and understanding are similar to those of the child. The clarity in your messages is vital to tease the readers to continue and come closer to your offers.?

Knowing the right way can create an eye-opener for the prospect so they understand the problem and the solution, depending on age, condition, and situation.?

Attracting prospects is essential to your business. You may have produced the best product, but if that is not well known, you may be sitting with a store full of inventory.?

A Site Content Audit reveals obstacles and a lack of content on your website. Solving those problems may attract more visitors to your site and help your business to flourish.

The Audit Process

Here’s what happens when I do a site audit for you.?

First, I’ll evaluate how your messaging supports your goals.

Then I’ll measure the usability or friendliness of your site from your customer’s perspective.

I’ll make recommendations based on what I’ve found and research what your competitors are doing.

You can decide how much to implement, optimize your content for your audience, and rank higher on search engines.

I use the 5 Cs of Content That WorksTM to evaluate how messages and keywords support your marketing goals:?

Using the 5 C’s brings VALUE to your prospect. Here’s how:

The 5 C’s:

• Be Clear - they stay for 6-8 sec. You must quickly catch your reader’s attention. Ask a friend to evaluate your website in eight seconds. Optimize your website to turn readers into leads. Add a “call to action” button that guides website visitors where to go to buy, sign up, or take other action.

• Be Customer Focused - Speak to the prospect - Show them you understand their needs and have a solution. The buyer’s perspective is vital to understand the buying process and the prospect’s experience. The buyer can reveal steps they take to take action, what they need at each stage, and describe their satisfaction levels throughout the buying process.

• Be Conversion Optimized - Give a reason to act, to DO something. Have a prominent button or link showing HOW to perform. Look for opportunities to make your prospect’s paths more accessible and fun. Calculate conversion rates across your channels to maintain a viable Conversion Rate Optimization process.?

• Be Consistent to Win - ?Confucius once said, “The man who moves a mountain begins by carrying away small stones.” Consistently focus on the present task, repeat, and keep the long-term vision in mind. Consistency wins every time. Success, over a long time, comes to those who’re consistent with the little things and practices - if you are, then you’ll:?

• Be Competitive - and get customers for years, and years and years….

I'm a lifelong pediatrician from Sweden. I use experiences and stories from my clinical practice in writing for your company or organization. Gradually I am reducing my clinical work. I'm turning to copywriting and marketing to support North American and European companies. If you need help to improve your website to attract better prospects by enticing their inner child and keeping their interest, please contact me at [email protected] or LinkedIn.

Bo Tjellstrom

Copywriter Marketer