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!

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Expired Content

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.

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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.

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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!

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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.

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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.

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Our Website Design Services

Web Design

A website that has been carefully designed to fit your exact needs and branding will help your business to establish itself online.

A professional website design is one of the most important factors in the success of an online business today.

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Wordpress Websites

Being the most used website builder in the world, WordPress offers a lot to anyone who uses it. Although it can be tricky, our team of experts have years of experience in building stunning, high performance WordPress sites that will become the perfect online home for your business.

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E-Commerce Websites

E-Commerce is one of today’s fastest growing industries. To compete with longstanding businesses, you need a first-class website that’s functional yet aesthetic.

Our experienced team will work with you to create the perfect online store that is entirely coherent with your brand.

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Websites for Businesses

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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Websites for Schools

An updated, vibrant and functional school website shows that you’re a forward-thinking school who care about the way they communicate with students, parents and prospective parents alike.

By building a quality website that works on smartphones, tablets and desktops, it makes clear to all that you are a school who is ready for the future.

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Websites for Charities

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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