A Website Review Leads to Great Content

Let’s call them ABC Company. ABC’s new website looked wonderful–attractive pictures, clear navigation, opportunities to update through blogs, news, and videos. They had written their own content, however, and were a little nervous about launching. They asked me to conduct a website review.

During a website review, I don’t write new content. Instead, I concentrate on the existing content: every link and every word. I look for typos and grammatical mistakes; check for consistency from page to page; consider my first impression as a visitor; make suggestions about strengthening message; and search for lost opportunities to connect with customers. On the surface, every new website looks perfect, so I’m always nervous about starting a website review. Will I actually find a problem?

My job isn’t to nitpick ABC’s website content into oblivion. My job is to make the content as good as the company thinks it is–and to help ABC engage its customers. Once my detailed analysis is complete, the company is free to follow through themselves with rewrites and edits. They are the final judge of what to update and what to leave be.

What did my analysis of ABC’s website turn up?

  • Inconsistencies in the names of navigation buttons (Service, Services, Our Services) and the pages they led to (“page not found”)
  • Misspellings (productivty)
  • Grammatical mistakes and inconsistencies (serial comma or no serial comma?)
  • A blog that stopped being active in June 2016 and a news page where the most recent item promised a new product launch in 2015
  • A major statement about an Important Product on the home page; but no further reference to that product in the entire website except for a minor footnote (is it an Important Product or not?)
  • Statements that hedged on what the company provides (“we are capable of delivering…” rather than “we deliver…”)
  • An announcement of an additional location but no corresponding change in the contact information
  • Photos that did not show what the caption said they showed.

On other occasions for other clients, I’ve found pages dedicated to products or services that were no longer offered; changes in how the customer was addressed or perceived (technically savvy on one page and a complete novice on the next); price schedules that changed from page to page; and other problems.

ABC embraced the website review and its own team is currently revising the website.

If you have a new website or are wondering whether a new website is in your future, please contact me about a website content review.