January 19, 2024
My designer friends may forgive me for telling you this secret: content is as important as design when it comes to website conversions.
That’s why Stamats’ experts work with our clients to produce content audits: to understand how audiences use the website, identify areas for strategic improvement, implement changes, and measure the results.
Of course, a content audit is only useful if it leads to action. The audit can identify opportunities to get better, but it’s switching up your content and improving the user experience (UX) that makes a difference for SEO and conversions.
The results of all this hard work can be a major boost to your website’s productivity. Consider the case of Oakland Community College. Stamats performed a content audit for this client’s Admissions pages, identifying areas for improvement, including:
When OCC made these site changes to improve UX and provide audience-centric content and calls to action, conversions increased more than 250% in just five weeks!
With results like those, it’s no wonder our clients love content audits. But what is a content audit, why should you conduct a content audit, and how can you put the results into action to make your website more effective?
An audit begins by inventorying some or all the pages on your website and scoring them for overall quality.
To make the audit really useful, you need a professional eye to translate that data into a successful approach for the information architecture, content strategy, and content development phases of a web redesign project.
During a typical content audit, we focus on important questions, such as:
We use tools like heatmaps to determine how users are interacting with your content and establish a baseline for comparison. We examine the technical quality of the page to understand how search engines recognize it, and we score your content for scannability and accessibility. With these methods, we’re able to identify gaps in content, outdated material, confusing user pathways, and other areas for improvement.
We offer clients actionable recommendations to revise and reformat page content to maximize conversions and SEO success, and we reassess the pages after changes are live to learn how edits have improved UX and helped your website become a more powerful marketing tool.
Why go to all that trouble? Because refreshing your content and examining UX can have a significant effect on the performance of your most important marketing tool.
You wouldn’t expect your car to run well if you never changed the oil or checked the tires for wear, and the same goes for your website content: maintenance is a must.
Consider these important reasons to regularly examine your website content:
The result can be a significant improvement in the performance of your site’s content.
Consider Morehead State University, a Stamats partner that used a content audit to make updates to their campaign landing pages. We helped identify opportunities for improvement, including:
After implementing the findings of the content audit, Morehead State attracted 15% more users who spent 14% more time on the page. This added up to a 22% increase in conversions on the landing page thanks to changes made after the content audit.
Okay, great. Your content’s been audited. Whether Stamats helped or you did it DIY, you now have a sense of how your content is performing. But where to begin making the improvements that put your audit into action?
The best websites are constantly evolving, so be sure to track and analyze your most important key performance indicators before and after making changes to your content. Organic traffic, bounce and conversion rates, and other metrics can help you identify opportunities for further improvements.
The success of your website is tied to the relevance of its content, and the best way to ensure your content is doing the heavy lifting is a regular analysis through audit and continuous, stepwise improvements. This process can allow you to stay ahead of the curve, ensuring your site is a valuable resource for your audience—and an important tool for converting customers like prospective students.
At Stamats, we help our clients make the most of their websites every day. Schedule a time to talk with an expert about your content.
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