Is Your Website Doing What it was Designed to Do?
For years, high quality content has driven sales. Hard sell was the norm and people bought what you were selling. Now things have changed. Hard sell is out like last year’s Christmas decorations and the far more informative conversational style of story-telling is king. People are more likely to read a story than a sales pitch and content has to be adjusted to accommodate this change.
If your website is not driving sales or creating leads, then it needs an overhaul.
How Do You Produce Conversational Content That Converts?
Know who you are writing for.
You can’t just write anything and expect your target audience to magically materialise. How I wish it were that easy.
You have to work at it and produce content that not only interests your audience, but entertains and informs. Content needs to attract the kind of clients that will be interested in buying what you are selling. Also, you want to attract the kind of people who are interested in your content and want to share it because it hits the right cord.
Content is actually selling indirectly, but it’s not an in-your-face “but-that’s-not-all-folks” type of selling. It’s more like sitting down with a friend over a cup of tea and discussing a problem that they are facing and you suggesting the solution. Of course, the solution is what you are selling.
See if you can write about things that others haven’t covered. Pop over and have a look at what your competitors are writing about and see what they are missing, or see how you can expand on what they are covering to provide more comprehensive information and more value to your readers.
Always keep in mind who your target audience is.
Keep It Simple
Don’t be tempted to resort to jargon — ever. Unless you are writing exclusively for other geeks in your field and are only selling to them, just don’t. The quickest way to lose clients is to write stuff they can’t understand.
Keep it simple.
Make your content fun and informative enough to make your followers want to read your next post. Keep boring for the text books.
Elements of Good Content
The other plus to writing in this manner is that the content is optimised – headings, subheadings, images, captions on images, bold and italics, metadata – it all attracts the attention of search engines.
Make It Useful
If readers have no use for the information, they won’t read it.
Why Conduct a Content Audit?
Firstly, let’s talk about what a content audit actually is. It’s an inventory of all of your website’s text, photos, images, links, and documents.
Each piece needs to be assessed and checked to make sure that it’s:
A spread sheet with all the information for each item helps tremendously to keep order in the chaos.
A site map helps to guide a content auditor through the website, much like a map guides a hiker through unknown territory.
What to Put in the Spreadsheet
For the spreadsheet inventory, put in for each item:
Once you have the content inventory, you can start on the content audit. Pages that need to be removed or updated will be shown clearly.
If the website doesn’t have a blog, give serious consideration to starting one. Websites that have a blog get 55% more traffic than those without one.
A study of the keywords used and looking for better keywords to replace some will improve the site significantly in search engines. Keyword stuffing, on the other hand, will be detrimental to your ratings and will also put your target audience off. It also looks cheap and tacky and is difficult to read.
Main Purposes of a Content Audit
The two main purposes of running a content audit are:
A content audit should be run at least once a year.
How Much Time Does a Content Audit Take?
That is the million dollar question.
If your website is large with hundreds of products and a large number of blog pages, then it will be a monumental undertaking. However, if your website is small with only a few blog posts and less than 20 products, then it shouldn’t take too long.
Once the initial audit has been done, then it's just a matter of going through the list for the next content audit.
So Who Will Run Content Audits For You?
Copywriter-To-Go runs content audits for medium and large companies, and provides a comprehensive report, with the spreadsheet, at the end of it.
We will go through the report with you to make sure that everything in the report is clear.
You can either make the suggested changes yourself, or get it done for you.
How to Reach Us
If you would like to discuss options with us, you can contact us through any one of the following:
+33 641 01 11 18