Tag Archives: Is your business’s web content working

CHECKLIST: Is Your Website Working for You?

 

internet-1181586_1280

Your company website is much more than an online placeholder—much more than the Google equivalent of a Yellow Pages listing. Ideally, your business website is the hardest-working member of your sales team, a brand ambassador that’s tireless in its effort to draw in new leads, convert them into customers, and ultimately showcase everything that’s great about your business. In a perfect world, your website keeps your e-mail inbox full of inquiries, your phone ringing off the hook.

Of course, this isn’t a perfect world, and it’s possible that you don’t exactly have a perfect website. Is it time to rewrite your website content, rethink the navigation, or even overhaul the site completely? Maybe. Before jumping to any conclusions, though, use our quick checklist to determine what you’re dealing with.

A Few Quick Questions to Ask About Your Website

Who are you trying to reach with your website? Who’s your target audience? Who are the people who benefit from your products/services? Who’s your ideal client? Who can you help? Think about the answer, and write down a simple, sentence-long statement about who you’re on a mission to serve. Use that as a guide for your website overhaul; you might even include that sentence somewhere on your home page.

Do you have a useful About page? A good About page isn’t really about you at all—not really. Nobody wants to read seven paragraphs of text about your company history. What people care about is the value you can provide. Does your About page suggest what’s in it for your customer?

Is the branding consistent? Does your website use a coherent vocabulary of colors and fonts—and are those branding choices reflected in other marketing collateral, like social media pages and brochures?

Do you have streamlined value propositions? Whether you have a list of individual Products, a list of Services, or something more general, you need to ensure that your website is to-the-point about how it makes your customer’s life better, how it solves problems, etc. Another way of asking this question: Does your website identify your clients’ problems, and posit your brand as the solution?

Are there strong calls to action on every page? Your site should lead customers through the sales funnel, and provide easy ways for them to engage with you.

Does your site capture leads? Are there forms on your page where customers can input their name and contact information, perhaps in exchange for an e-book or some other downloadable offer?

When was the last time your site was updated? A good website needs to be refreshed regularly with new content. When’s the last time you refurbished your page?

Use these questions to assess where your company website stands now—and perhaps start brainstorming some changes, if needed.

If you decide it’s time to rewrite the site, or simply add some new, fresh content, Grammar Chic can help. Give us a buzz at 803-831-7444, or visit www.grammarchic.net.

Advertisements

Leave a comment

Filed under Brand Management, Content Marketing, Web Content

What to Look for in a Website Content Audit

website-content

Is your company website meeting all your goals? Is it providing search engine visibility? Furnishing you with leads? Providing useful information for potential clients and customers, ensuring they are well-educated when they pick up the phone to call you? Is your business website enhancing your company’s online reputation?

Hopefully, the answer to all of these questions is yes—but it is still smart to ask these questions periodically, making sure you’re focused on maintaining a strong content strategy. Just asking the questions isn’t enough; you also need to go through your website to perform a content audit, making sure all the key website components are in place.

What’s a Content Audit?

The concept of a website content audit isn’t something that the Grammar Chic, Inc. team made up, though we do provide website content audits for our clients. Wikipedia has an entry on website content audits, and it defines the process as “an accounting of all currently published Web content,” also calling it a “cornerstone of content strategy.”

The Wikipedia entry lists some fairly technical things you can do to evaluate your business website, including some SEO checks and the use of a content inventory sheet. We’ll add that, for those who really want to get intense about content auditing, you might call up your Google Analytics and try to track down which pages of your site get the most traffic and have the most desirable bounce rates, all of which can clue you in to which pages need the most work.

Qualitative Content Analysis

Even for business owners who aren’t quite so SEO-savvy, though, there are some quick strategies you can implement to make sure your on-page content is up to snuff.

–          Check to make sure that every page of your website has a strong call to action. We’ve written about the importance of this elsewhere.

–          Also ensure that you have your company contact information on every page of your site. This makes it easier for customers and prospects to reach out to you, no matter which section of your site they are browsing. Additionally, Google looks at info like your phone number and address to sort your company by geography, making sure it shows up in local search queries.

–          Make sure that every page of the site has a strong, compelling SEO title. (This is the title that will be displayed at the top of your Internet browser.) If the title is cut off, then it’s too long; shorten it to make sure the entire message gets out.

–          What are some of the keywords you’re trying to hit with your website content? Make sure your keywords show up on every page, but also that you’re not shoehorning too many of them in unnaturally.

–          Do you have pictures? A picture of your CEO of your team, placed on your About Us page or elsewhere, can go a long way toward personalizing and humanizing your site.

–          Is the navigation logical? Are there any broken links, or sections of the site that are not easily reached? These are issues you’ll want to fix!

–          How is the length of your text? Are longer pages broken up with bullet points and subheadings?

Performing a content audit is vitally important, but it will also take some time: You need to go through every page of the site, and be truly rigorous in your scrutiny! To find out more about website content auditing, contact Grammar Chic today. Visit www.grammarchic.net or call 803-831-7444.

1 Comment

Filed under Web Content