Let’s do a Web-Content Audit on my Website
This will be embarrassing, but I will do it for us. Let’s have a look at my website content and structure and do an audit. We’ll identify the strengths and weaknesses and make a plan on how to improve things . Sometimes it’s just easier to look at something and find problems than to come up with a plan of what should be there. That’s where that tired cliché about mistakes being 'learning opportunities' comes from. I like to live my life embracing all my flaws and mistakes. Guess what? I’ve learned a lot of lessons with my ‘fools rush-in’ habits.
What do the experts say?
If you’ve read my previous web content blogs you’ll see that I regularly refer to other experts who have good advice on offer. I'll always try to check-in with what’s happening in the web-content world, you can’t just write your website once and leave it that way forever. Why reinvent the wheel when you don’t need to? You can either use other’s advice and replicate it, or you can put your own creative spin on it. Anyway, this blog post by copywriter Jessie Lewis tells you all about what you should have on your website homepage. And, we can’t just use one source of information so there’s also this comprehensive checklist detailing how you can optimise your website homepage by Stream Creative. So let’s assess my website homepage.
What is your home page doing?
Jessie Lewis suggests that your homepage should accomplish these four things:
They seem like pretty good suggestion to me. I’d also suggest that as much of this story is told to your client in as short and easily accessible way as possible. So, does my home page do this?
Making my homepage great again!
Okay, well I guess you’d get the idea that I write stuff and my tiny little logo at the top does indicate that I have something to do with words. Am I being intriguing? Or, am I pissing people off with my subtle hints about what service I provide?
Here are the things that I need to change on my homepage
People should be able to tell in a matter of seconds what it is that I do and at the moment my website is not doing a good enough job of that. So I need to:
I like the picture, so that’s staying, and my menu is accessible and visible (basic navigation) so that ticks a few boxes.
We’re only part of the way through my homepage, so let’s move on.
Is my web content working?
So this could be described as the part where I’m ‘communicating my offering and its value’. It does look like a bit much writing though, and I’m not convinced it’s as impactful as it could be.
Jessie talks about making value propositions. Basically it’s a way of framing what you do to tell your clients what benefit your service will be to them. We are all pretty selfish people so most of the time what we want to know is ‘what about me’. So, it’s time that I change my wording to reflect that.
Why would someone want to use my service?
One reason is because I am great fun, and another is that I am an excellent writer. Who wouldn’t want that? Some people do not want that actually, so should I tone myself down to broaden my appeal? Um, I don’t think so. Let’s not get too far down the rabbit-hole of brand voice here, but I just want to say that my brand voice is articulate, sassy, and lots of fun and I only really want to work with people who are after that level of service. Nobody puts baby in the corner. Last time I updated my website I did tone down my authenticity and made my web content more ‘professional’. I pretty much hate it.
So, the task for this part of my home page is to:
What is the purpose of your website?
My purpose is to tell people what value I can add with my service and help direct them towards getting in touch with me so that they can start their ‘customer journey’ (this lingo for getting people to continually buy stuff from you is gold isn’t it?). So I need a system that acts like a virtual usher to push them through the whole ‘experience’.
How to guide your customers towards your service
Here’s how I plan to do this:
How to build trust
We’re nearly at the end of the homepage audit, hang in there! As you can see below I’ve got a contact form which invites people to contact me. Tick. I also have a testimonial slider that helps to ‘build trust’ because it shows why people love me and my work.
Now that we’ve finished my homepage web content audit it’s time to put things into action! I’ll let you know when I’ve ticked all the things off my to-do list so that my website is shining as brightly as I do which is so, so bright!
You can get your web content performing like a superstar
I can help you out with your web content too. Just click this link and let’s talk about how I can make your website an absolute beast!
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