A content audit helps you understand the content on your site, what is working well and where improvements should be made
Why do a content audit?
Website content needs to meet users’ goals to deliver a really good user experience.
This means you need to understand who your users are and what content they want.
Many content audits focus on SEO optimisation and understanding what drives users to a site. While this is important, it is also crucial to consider how well the content meets the needs of your users once they are on the site – otherwise all your hard work of getting them there could be in vain.
Analytics are a great starting point for uncovering how well your content works for your users. However, this data alone cannot provide the whole picture: they can reveal basic information about users and an indication of what content is being accessed, however this does not truly identify who your user is or what they want – this can only be achieved through a full content audit that combines analytics with user research.
When conducting a content audit you want to answer the following questions:
- Who your users are
- What content they are currently using on your site
- What their goals and information needs are
- How well your content meets these user needs
- Overall how good your content is (accurate, relevant, unique, well written)
- How to improve your content to make it more useful and relevant to your users
How we do it?
Our extensive content audit is tailored to meet the needs of all organisations we work with and is designed as a flexible four step process depending on the requirements:
- Quantitative audit using industry leading tools as well as manual inspection to identify who is accessing the content, and what content they are accessing
- User discovery phase using depth interviews to identify the goals of the users identified in the quantitative audit
- Expert review of content to assess how well it is likely to meet the user goals, whether it is presented correctly and suitable for the audience
- Prioritisation of content with a top tasks survey of a large number of target users to identify priority user goals, so that the content on the site can be ranked by importance to the user
Quantitative analysis phase
- Identify and inventory the site content
- Google Analytics to determine session and engagement metrics of all the pages on your website
- Identify who is visiting the website and what content they are accessing
User discovery phase
- Individual depth interviews with target users identified from the quantitative analysis
- Identify user information needs and their goals on the website (these goals can then be used to inform the development of detailed digital personas if required)
Expert review of content
- Web Usability consultants will assess the content to identify:
- Does the content meet user needs?
- Is the content unique and sector-specific?
- Is the content accurate?
- Quality of the content (e.g. is it user-centric language? Does it follow web best practice?)
- Highlight outdated and potentially archivable content
- Flag critical quality issues
If required, additional user testing of the content can be carried out to assess how well or otherwise it meets their needs; however, this is typically not required if the user goals are understood in sufficient detail from the user discovery interviews
Prioritisation of content
- Web Usability will send out a ‘top tasks survey’ to a large number of target users listing all the potential goals and asking them to identify their top five priority goals
- We then aggregate the responses do identify the top tasks for the target user population
- This top task list is then matched to the expert review of content in order to identify the priority areas for action
- Every content element is scored for:
- Importance – This score indicates the importance of the content to your users based on their goals
- Quality – How well does the content meet the user needs, how accurate, unique and relevant it is
- A summary is provided for each content element including key issues and high-level recommendations
- Detailed issues and recommendations supported by annotated screenshots