It’s often pretty hard to tell how well your website’s content is performing, especially if you aren’t testing new concepts regularly. Everything may be working as it should, or you could be performing at 20% of your true potential without knowing it. Luckily, there are some clear signs and pointers that we’re about to show you that are screaming for you to give your website content a fresh upgrade in order to maximise your true online potential!Contact Us
This one’s a little more obvious than some of the rest, as you should be able to notice this straight away when viewing the pages of your website. Is there any content that no longer applies? Perhaps you have an offer from a few months ago or even a few years ago. Maybe your “updated” opening hours aren’t up to date at all. Or perhaps your content simply references things that are now irrelevant because they happened so long ago.Contact Us
A High Bounce / Engagement Rate
As Google Analytics moves over to GA4, bounce rates are slowly disappearing and becoming engagement rate – an even more effective metric at telling you whether or not people are picking up what you’re putting down. If users are leaving your landing page straight away without scrolling or taking any further action, it’s quite likely that your content is…well…not great if we’re being honest! Your content should be pulling visitors in and inspiring them enough to at least read the full page, or visit other pages across your site to learn even more about you.Contact Us
Low Conversion Rate or No Leads
One of, if not THE main function of your website is to generate conversions and leads for your business. Without them, it’s not helping you to achieve your goals or grow as a business. A key factor in low conversion rates is that your content simply isn’t connecting with your visitors – it could be that it reads poorly, the language used doesn’t suit the demographic you’re targeting, or your words simply aren’t engaging enough for the visitor.
A Low Number Of Page Visits Per Session
This stat shows you how many pages each visitor uses every time they use your website and you want the number to be as high as possible. If someone arrives on your site and only uses one, maybe two pages, they’re not all that interested in you. It suggests that they aren’t interested in finding out more about you, and they don’t want to see any more of your content, which could mean that your content just isn’t compelling enough. It doesn’t make your business seem interesting, it isn’t encouraging people to get in touch with you, or it’s not explaining how your business can help the visitor in a clear enough manner.
*There are some instances in which this metric actually isn’t telling you anything is wrong – for example, if the two pages that somebody visits are your landing page asking them to sign up for a meeting or consultation, and the sign up page itself. In this case, everything is working exactly as it should!Contact Us
Irrelevant Enquiries / Leads
Do you ever get completely mismatched leads from your website? We’re not talking about spam, but those genuine inquiries that simply don’t match what you’re offering. Perhaps you provide luxury, custom-fitted jewellery but someone is asking for your cheapest off-the-shelf fake diamond ring. If the bulk of your leads and enquiries are like this, it’s a major warning sign that your content needs a change. It’s clearly not telling your visitors what exactly it is that you provide, and it’s not connecting with those who are actually likely to become customers.Contact Us
You’re Not Ranking Organically
Are you struggling to rank any of your pages for any of your keywords? Getting organic traffic from targeted keywords is one of the most effective ways to generate conversions online, so if you’re struggling, it could be severely harming your chances. A big reason why you may not be ranking is – you guessed it – your content! If it’s not relevant to the keywords you’re targeting, if it doesn’t read easily with a clear layout, and it doesn’t contain any of your keywords, you simply won’t rank and you’ll be missing out on a lot of targeted traffic.
Using these warning signs to determine whether your content is optimised or a bit off, you can easily establish what needs changing and when! But most importantly, you’ll stop pushing visitors away and start engaging with your most targeted audience members, helping you to get more meaningful leads and conversions, and more sales.Contact Us
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We’ve been building incredible websites for businesses for a decade, it’s our absolute speciality. Before Dan started Webster Digital, he worked at an accountancy practice. While working there and studying accountancy, he picked up valuable insights into business that you won’t find with other website design and marketing agencies.
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As a charity, it’s of paramount importance that every visitor you receive trusts you and is in confident in working with you. The most effective way to do this in 2022 is by having a well-designed and efficient website with a clear message.
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