A company’s website is often the first point of contact for potential clients, investors, future employees, vendors, and partners. Beyond aesthetics and functionality, a website reflects a company’s brand, values, and Unique Value Proposition (UVP).
A website should be an extension of a strategic communications strategy that reflects the story of your business. But how do you know if your company’s website is hindering or helping your online presence?
You need data, and that starts with a website content audit. By examining and assessing critical elements like engagement and content quality, you can understand what’s working and create a strategy to fix what’s not.
1. Inventory Categorization
A logical flow of the right website content in the right order reinforces a company’s UVP.
Remember, you need more information to ensure the effectiveness of your communication efforts. If the audience needs clarification about your company’s core identity and offerings, they will be fine moving on to your competition.
2. Quality Assessment
Content can’t be king if the quality isn’t there.
Remember, above all else, that the tone, voice, and content of a company’s website are more than stylistic choices – they are strategic decisions that convey the brand’s personality and resonate with the target audience.
While there are a plethora of tools to help with content creation, it’s best to proceed with caution. Grammar tools, like Grammarly, can misalign tone and voice in an attempt to achieve clarity, making your content too corporate. Likewise, poorly written or jargon-filled content (I’m talking to you, ChatGPT) will leave visitors with a fragmented understanding of the brand. Remember, customers want solutions – not drivel.
3. Search Engine Optimization (SEO)
Content cannot do its job if you neglect SEO and forget to include keywords – the words your customers use to search for solutions to their pain points.
However, do not go overboard with keyword use and commit the cardinal sin of keyword stuffing. Google considers this akin to spam, and your site will drop in search rankings. Instead, be strategic in your SEO efforts:
Query platforms like Answer The Public give you insights into keywords and potential content ideas.
4. Engagement and User Interaction
MeDM prides itself on creating data-driven strategies, so we recommend looking at your data for insights into what’s working and what’s not.
If the data is not significant (as in, there isn’t enough traffic to generate relevant data), that speaks to the need for a deeper dive so you can create a cohesive communication strategy.
5. Content Gap Analysis and Strategy
Gone are the days when content could be relentlessly churned out by copy monkeys… or even the days when people intrinsically understood a decent Simpson’s references (“It was the best of times.. it was the blurst of times?! You stupid monkey!”)
Today’s customers and search engines are savvier, prioritizing quality over quantity. Content must be tied to a strategy that serves a greater purpose (e.g., solving customer pain points) – it cannot be AI-generated nonsense whose only purpose is to fill an empty content bucket.
Remember, assessing content is just one side of the coin when analyzing website performance and quality. On the other side are visual and design criteria, which include everything from site performance elements like responsive design and load speed to image and colour palette choices to the User Experience (UX).
Effective business websites must marry compelling content to user-friendly design and functionality to be successful
MeDM offers a courtesy audit for any company looking to up its digital game. Let us assess your online presence and reveal the untapped potential in your messaging, tone, and content strategy.
Remember, your website is not just a digital storefront – it’s a reflection of your brand’s essence, and together, we can make it speak volumes.