Nothing like crash-and-burn to make me scrutinize my homepage content. What I found was ugly–and I can’t blame it all on WordPress glitches.
I like technology. I update my WordPress plug-ins myself; I pay attention to Google Analytics. Until recently, all was going swimmingly. Then I ran a bunch of routine (ahem) updates and all hell broke loose.
It turns out my hosting service hadn’t run the necessary server updates, thus taking my site down. However, they fixed their problem and brought my site back up the same day. Yay!
Not that I didn’t trust the very nice guy who helped me out, but I checked my website just to be sure. Ack! The updates had thrown everything wonky. It looked horrible. Worse, the homepage content was outdated. It didn’t flow logically. My story wasn’t clear. The reader’s experience was unforgivable. The calls to action I crafted so carefully were almost irrelevant. Ack! Ack!
I did what any recovering project manager does: I created a checklist to be sure every item was addressed. Then I organized it and condensed it for your use.
Websiste Homepage Content Audit Checklist
Take a look at your content.
- Are you telling an engaging story?
- Is your content organized in a way that makes sense for your audience?
- Do your thoughts flow logically?
- Is the content current and accurate?
The Reader Experience
Pretend you’re a prospective customer.
- Is it easy and intuitive to access content?
- Can readers quickly find what they’re looking for?
- Will everyone feel welcome?
- Do you make it tough to get to your content with pop-ups and videos?
Closing the Deal
Make it easy for someone to take the next step.
- Do you have a clear call to action?
- Is your contact information easy to find?
- Do you make it easy for the reader to contact you?
- Do you have social proof like testimonials, case studies and links to your business’s social media accounts?
If you’re not into tech, get some help with this.
- Do videos and images load quickly?
- Is your website’s homepage meta description accurate? Does it encourage people to click through to your site?
- Do keywords accurately support your current business?
- Have you set up a Google Business account so you can take advantage of local search?
One Last Thought on Homepage Content
A poorly designed reader experience drives me crazy. Marketing gurus tell you to add a newsletter sign-up and launch at least one video when a viewer lands on a page. Add the legally required cookie statement and you’ve built three barriers to your website’s homepage content. These interrupt the flow and distract the reader. They also give your visitor three opportunities to leave.
That said, website content should support your marketing strategy. Videos and pop-ups can work for the right audience. Just think through what you’re doing.
If you’re not sure or you want to bounce some ideas around, let’s talk.