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إنه ذلك الوحش الموجود في شركتك أو مؤسستك والذي لا يريد أحد التحدث عنه: إنه a website
الخاص بكم, everyone knows it isn’t delivering the results your organization wants. Bounce rates are high
and engagement rates are low, and no one can pinpoint the problem—or how to fix it.
Your website’s problems are likely related to its content. Content is the “flesh and blood” of your website
and the key to the exceptional user experience everyone strives to create.
Content is the information users are looking for, as well as the information you want them to find
about your organization, brand, and products or services. So if your content isn’t up to standard,
your website won’t be able to do its job.
A content review and audit will help you identify content issues and prioritize them, so you can
make your content and website more useful.
7 Features That Make Digital Marketing a Necessity for Every Store
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What is a content review and audit?
A content audit is a systematic analysis of the key pages on your website, using
a consistent set of criteria or questions to evaluate how well the content supports your business goals and meets
Users’ needs, and how well the content aligns with UX best practices.
يمكن أن توفر تحليلات جوجل وأدوات تحليل الويب الأخرى رؤى قيمة حول سلوك المستخدم، من خلال إظهار ما
users do on your website. However, these tools don’t tell you about issues or errors in your content.
Your content audit does. It can easily tell you and point you toward
مواضع الخلل.
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Types of Content Audits
There are many types of content audits, but most rely on questions designed to elicit
“yes/no” answers, or on a scoring system that ranges from low to high.
(usually on a 5- or 10-point scale).
Scorable content audits produce quantifiable results (numbers, data, and statistics),
helping product owners summarize needs and communicate them to stakeholders.
For example, a content audit scoring system for a global association could work as follows: define a set of criteria
for each key target audience segment and identify the customer persona(s), then audit the content
on the main pages of their website.
The scoring system is as follows:
- Each page is rated on a scale of 1 to 5, based on how well its content supports the client persona’s needs
or the organization’s goal. A score of 1 means poor, while 5 means very good.
- Very good means that the content generally supports the client persona’s needs or the organization’s goal. However, it may still
benefit from improvements or further development, such as rewriting.
Whenever possible, I use qualitative analysis to review content, focusing on understanding the reasons and analyzing the results.
This approach will deliver clearer, more detailed results and help organizations “see” and prioritize
the pages or sections of their website that need improvement.
Using a heatmap with different colors is an effective, quick way to show the website’s “hot spots”
that are performing well (dark blue) and “cold spots” (light blue) that need development, improvement, or revision.
للمحتوى.
When an organization has limited time or resources, a “yes/no” audit is better than no audit at all.
This approach will help the organization identify which pages do or don’t meet specific criteria (for example,
For example: “Are there any spelling or grammatical errors on the page?” or “Is the content divided into easy-to-understand sections?” and so on.
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A framework for auditing your content
To audit your content, you or your content strategy lead will use a content audit framework. This is
essentially a spreadsheet with a list of pages to audit along the vertical axis,
and a set of audit criteria across the top, along the horizontal axis. These criteria should be based on
your business and your users, within the context of your organization’s framework and goals, as well as general best practices for
the content user experience.
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Your business/organization criteria
What specific business goals should your content support? For example, one
of your organization’s goals might be to increase sign-ups for your product’s trial or free version. The metric here could be:
(How effectively does the content encourage users to sign up for a free trial?), with
the highest possible score being 5/5, meaning “Very good.”
Use key performance indicators (KPIs), if you have them, to define
your audit criteria. These criteria should align with your organization’s overall goals.
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User criteria
What do your primary target users want? How well does your content meet their needs? Criteria can
be specific to your product or organization (for example, how easy is it for users to sign up
for a free trial?) or more general
(how easy is it to find key information about your product?).
In many cases, a content review and audit will show that a website serves its users’ needs well but
does little for the organization, company, or business (or vice versa). Ideally, your website should work
effectively in both directions.
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Tips for getting the most out of your content audit
If you’re working with a content strategist to audit your content—or even conducting the audit
yourself—here are some tips to help you get the best results:
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1. Don’t try to do everything
Choose the key pages or sections of your website to audit based on their value to your organization or
your target audience. Use Google Analytics or another web analytics tool to identify underperforming areas
في موقعك.
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2. Carefully define your criteria
Your audit criteria should be meaningful and measurable. Consult with your team to identify the top three business goals that your content should
support. If your organization uses key performance indicators (KPIs), include them in your criteria.
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3. Standardize your measurement tool
If you plan to audit a large number of pages and will have several people working with you on the audit,
decide together how to evaluate the pages. Make sure everyone understands why a particular page deserves
“5,” while another page deserves only a “2.”
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4. Prioritize your content development efforts
A content audit is an invaluable way to measure how your organization’s content is really performing. Use the results of this
audit to identify areas and opportunities for development and improvement, and to prioritize the efforts you’ll undertake
to enrich and develop your organization’s content—while also improving the overall user experience on your website!
