The 5-point content checklist

Website content is a bit like a retailer’s showcase – it needs to be constantly updated to attract customers and keep up with the competition. However, many start to think about their content only when site ranking drops or conversion rates drop.

Managing your content on a regular basis is time consuming, especially when search engines change their algorithms and site administrators have to come up with a new optimization strategy. Here are some things you can do to check the effectiveness of your web content and to ensure that you are not sending your site visitors to your competitors.

Is there too much text on the page?

Web users are generally put off by too much text on a page, especially if it is not properly formatted, that is, if it is not organized into digestible chunks, separated by headings and lists. Information-rich pages can be confusing for users who want to quickly find what they are looking for rather than having to search for it. If you need to put a lot of content on a page, consider using links to other pages, accordions or be ruthless and remove all the ‘fluff’, or as usability guru Steve Krug puts it, ‘Get rid of half the words on each page, then get rid of half of what’s left. ‘

Is your content easy to understand?

When writing web content, it is best to stick to plain English, as words and phrases that are familiar to the author may not be familiar to the client. Industrial language can confuse readers and should be avoided in favor of simple terminology. One way to check readability is to use the Show Readability feature in Microsoft Word. Aim for the Flesch reading percentage of 60% +, which would be the reading level of a 12-year-old.

Are your calls to action clear and prominent enough?

Calls to action can sometimes get lost on “busy” web pages. This is certainly not a good thing, as they are often the most important elements on the page. Once you have your visitor on your site, you want them to take the next step, which usually involves purchasing a product or signing up for a mailing list. The buttons should be placed very close to the product and have enough white space around them to make them stand out. The more descriptive the call to action, the better, as the user is more likely to click when they are absolutely sure what that action entails.

Did you choose the appropriate format for your content?

There are proven formats that are extremely effective in presenting particular types of content. Long and complicated chunks of information can be presented in manageable chunks when published in a suitable format. By having to explain a complex process to clients, using a bulleted step-by-step list helps users to follow your instructions more easily. Guides work in a similar way and can incorporate secondary navigation, such as tabs, to distribute content on related pages. Infographics, timelines, and product reviews are also useful formats that can be used to convey your information to your readers in a clear and direct way.

Is your content up to date?

Maintaining the accuracy of the information on your website is vital to being considered professional and trustworthy. Regardless of what industry you are in, it is important to check your content regularly and see if it is still valid. Even timeless content, such as guides and FAQs, should be reviewed from time to time to ensure that you are offering your readers relevant and valuable information.