Audit Your Website Content to Ensure It’s Working for You

by Welton Hong, Ring Ring Marketing
May 22, 2018
THE TALK... | Sales & Marketing

I’ve written it many times before, but it bears repeating: you can’t take advantage of everything online marketing can do for you if you don’t have great content on your website. Content is foundational to attracting website traffic, converting visitors into leads as well as achieving top-quality SEO that ranks your site above local competition.

When was the last time you took a good, hard look at the actual content on your website—reviewing everything with a clinical and critical eye? In addition to making sure copy is clean and free of typos, it’s worth a deep-dive to figure out what content needs to be beefed up, how well it’s displayed and promoted, as well as to look into the strength of your keyword integration. I’m talking about a full-on content audit; the only way to know whether it’s really working for you. The best audit includes several steps.

Step 1: Ensure content is optimal for your audience

You know the demographics of window and door customers in your area; be sure the content speaks to them. Is it written in a layperson-friendly way that clearly breaks down the differences between particular products and services?

Also review how the content is displayed. Is there enough white space to keep the copy from looking too dense and intimidating? Are sentences sufficiently concise and snappy to make them easy to read? Do the headlines attract the reader’s interest?

Additionally, spelling and grammar are incredibly important. While potential customers will be put off by typos and grammatical errors, it can also actually harm your SEO, as Google software can now spot and flag these types of errors.

Step 2: Review images and video

We tend to think of content as written text, but that’s just one component (albeit a very important one). Images and videos also fall under the content umbrella, and it’s critical to make sure these elements are just as strong.

Great images and videos go a long way toward improving your SEO and supercharging website conversions. Make sure images are clearly paired with relevant content on the site. They need to be sharp, high-resolution images. Videos should also look good—it’s best to get them shot professionally, an option that’s quite reasonable these days.

Be sure your webmaster has coded these elements with relevant tags (including top-performing keywords, as needed) to get the most SEO out of them. Include alternate text to tell Google what the visual elements are showing in a way it understands.

Step 3: Create balance between user experience and SEO 

All website content serves at least two masters: the actual human visitors you’re marketing to and the search engine “spiders” that investigate the site to determine its importance and credibility.

While it’s certainly important to include relevant keywords for top SEO, don’t let that get in the way of clear, strong, informative copy that speaks to window and door customers. The copy should never read like it’s simply designed to get high search engine rankings. Focus on user experience (UX) first and let the SEO part emerge organically from there.

Welton Hong is the founder and internet marketing director of Ring Ring Marketing, an Internet marketing firm that specializes in window and door businesses. Contact him at welton@ringringmarketing.com or 888/383-2848.