TechsPlace | The most lucrative thing about working with a full-time digital marketer is that you get the chance to audit different websites. Clients can come up to you with several different website problems and in order to resolve them, you need to perform a strict audit of their website and identify the potential problems. Now, as a digital marketing agency, you perform website audit in two basic ways; you perform SEO audits and Content Audits. Both of these audits help you choose the right content to rank on Google.
Why is an effective content audit necessary for your particular business? Because a good content audit leads to creating a remarkable marketing strategy; One that quickly generates results for the business.
However, what you don’t know is that an effective content audit reveals a number of common mistakes. Let’s find out what are some of the most common content-related issues a website can face in the year 2019.
Mistake # 1: When Testimonials Aren’t Appropriately Used in a Website
Having a testimonial page on your website is not a bad option, but how often a client or a customer coming to your website will choose to visit a separate testimonial page? Secondly, when there are several reviews which are published on a number of platforms and are easily accessible through Google, then why wouldn’t they opt-in to read a review of your product from there rather than visit testimonials on your website…
Here’s a great strategy that can work out for your business in a commendable way. Instead of dedicating a separate customer testimonial page on your website, you can always add testimonials to separate sections of the website which has successfully attracted the customers. For example, if a customer is fond of one of your services, then you can attach a testimonial in any of that services to convince them.
Making the wrong use of testimonials in the wrong places within a website can be a mistake.
Mistake # 2: Forget to Attend to All Stages of the Buyers Journey
A common mistake which most website owners often make during a content audit is they forget to track whether all the stages of a buyer’s journey (awareness, consideration, purchase or retention) are being successfully addressed within the sales funnel or not. Often times, clients usually flood their attention in creating content on their website which can attract customers and convince them to make a purchase.
This content strategy, however, is actually quite wrong.
As a content marketing specialist, you should understand that each stage of the buyer’s journey is important to be addressed. Take for example, that your website is running a blog page or a resource hub. How would it feel if you only keep on marketing your product in every other blog which you are covering on your website? It is important that you have content pieces on your website which addresses each stage irrespective of how brief the moment of the stage is on your website.
Mistake # 3: User Do Not Make Use of the Right Call-to-Actions
Have you ever heard that a website without a proper call-to-action is basically not a conversion optimized website at all?! Even if the content on your website is as easy as slicing through the butter, you still need to make sure that your website page has the appropriate call to action buttons in place.
Why Call-to-Actions are necessary? Well, to begin with, what is your major goal of having a website in the first place? You want people who are coming to your website to stick for a while and learn more about your product or service. So, how exactly do you plan on convincing them to stay for a little longer and do a bit more exploration? The answer is Call-to-Actions.
A good Call-to-Action can become a deal-breaker for your website business. If you have an e-commerce website, then a simple “Visit My Store” or “Checkout Discounts” can do wonders for you. If you are simply a blog then you can grasp their attention by linking a related piece at the end of your article. Does your website have an E-Book? why not place it at the end of the blog page so people can buy it from you.
Mistake # 4: Don’t Make Your Content Confusing with Unwanted Jargons
Organizations are doing some par-excellent jobs out there; however, their websites are immensely failing to display their working standards. It’s basically not the fault of the web copywriter because most business owners explain their businesses to them in their own technical knowledge which is overflowing with industrial jargons. And unless the website isn’t promoting exactly what they explained, they are not completely satisfied.
Here such business owners often forget that the layman language is quite different as they do not hold a Ph.D in Auto Vehicle parts, Machine Part Manufacturing, Construction materials or Software Product Development. When business owners fill their websites completely with industrial jargons, then people who aren’t aware of the terminologies in the field often go confused. A simple web page should address.
- The Product and How it is Appealing to Customers
- How the Product can Make Their Lives Better
- A Simple but Powerful Call-to-Action Button
To further back your credibility and to win the consent of your customers, you can always add demographics, results, real use-cases, and customer success stories. But, don’t flood your homepage with industrial jargons if you want to win their trust.
So what do I find most attractive about performing a content audit for other people websites? It is the fact that I learned about them and how subjective they are. Do you know that there are hundreds and thousands of websites on the Internet which belong to the same niche in which you’re working?
People usually perceive what they believe is right and hence, try to push their own particular mindset within the audience. In the wake of doing so, they completely forget that the product should be designed to fulfill the needs and wants of the customer. This usually leads them to make some common mistakes.
Mohammad Ali is an experienced digital marketer and a search engine marketing specialist who is currently associated with Branex, as senior digital marketer and brand strategist.