How do you judge the value of content featured on your website? More often than not, most web property owners are not tuned into the actual value of their content. This may stir a potential hornet’s nest by way of decreasing website traffic, lowered readership and declining sales or marketing numbers. Quality, not quantity is the key to drawing more website visitors and converting them into paying customers. Since you’ve set up your website to propel your business, you should always make sure that the content you feature on it has the potential to engage.
If it doesn’t, you’ll only struggle to make visitors stick around long enough so that they can check out the services or products your company has to offer. And things just won’t change!
Therefore, it’s crucial to take a deeper look back into the content inventory of your website and evaluate all the content. This exercise should be aimed at keeping only that content which enhances that value of your business, drives engagement among the prospects or customers and allows you to make more sales. Remember that each page on your website is like a salesperson. If it can’t engage and persuade customers to buy, it only exists to consume space on your website and needs immediate attention.
Given below are four types of content that your website doesn’t need at all and that you should clean up at the earliest.
#1. Redundant Content
Often, a good amount of redundant content may accumulate on your website over time. One of the commonest reasons to create this issue is the optimization of multiple pages at once around closely related keywords. This unnecessarily contributes to increasing the volume and the download time of a website while also making the navigational structure a confusing affair for visitors. This issue mostly arises with dynamic websites that contain hundreds or thousands of pages.
For example, if your website has 10 or 20 pages on the same topic with little or no difference at all, it’s redundancy. Visitors that come across these pages will only get confused as to what they should follow and what they shouldn’t. Technically, too many similar pages ruin the value of cross-referencing and add complexity to the interface. Also, updating just one of them (pertaining to some specific requirement) will make the other pages appear less trustworthy. Redundant content, once the quantity exceeds the limits, could easily lead to a duplicity or an over-optimization issue as far as the webmaster guidelines and ranking algorithms of major search engines are concerned. If not taken care of in time, your entire website might face dire consequences of losing its search rankings altogether by way of a search penalty.
#2. Outdated (or Expired) Content
Any piece of content that’s not up-to-date as per the industry or your business standards is outdated. This type of content can play a big role in generating anxiety and mistrust amidst your customers.
Weed out outdated content on the basis of –
Product / manuals/ brand information
News and coverage of industry-related events
Addresses and other contact details
If your company used to sell a product which it doesn’t sell anymore, pages associated with that specific product are actually outdated. Aren’t they? Likewise, a website may have several outdated or expired pages, sometimes amounting to an enormous number. Depending on the skills and resources that you or your team has, you should look into the situation closely and take the suitable remedial measures by either updating the outdated web pages or using options like 404 and 301 redirects.
#3. Irrelevant Content
Irrelevant content can tamper with the impression you make on customers. Trivialized, unnecessary content sections have to be removed at the earliest in order to make your website more relevant to the context at hand, i.e. specific theme or topic. You should never let your website content go into territory that is considered superfluous by customers.
There are two major reasons behind maintaining content relevancy on your website. First is to provide visitors with a crystal-clear sense of who you are and what your company specializes in. Second is to gain the trust of major search engines for better rankings.
For instance, if your website aims at showcasing your core product that’s a water purifier in a dedicated section, you should not have content related to anything other than the product features, history, benefits and other related information. If this particular page starts going into details about the company and operations in conjunction with the product information, it will only serve to irritate the customer and may well hamper the overall market reach of your customers. Similarly, you shouldn’t optimize a company-specific ‘water purifier’ product page for irrelevant keywords like ‘water technologies’ or ‘water purifying methods’.
#4. Off-Brand Content
Content can either make or break a brand. If your website features content that’s not consistent with the kind of personality you want your business to be identified with, immediate attention must be paid.
To identify off-brand, you should think about the –
Benefits you’re committed to offer
Promises you want to make and keep
Difference you want to bring about
Kind of emotions you want to arouse
Tone that you want to use
Restrictions you want to abide by
Core message you want to deliver
If a piece of content that you’re assessing doesn’t fulfill all these criteria (or more that you may have set), it’s certainly off-brand. Always remember that having no content at all is a lot better that creating content that destroys the reputation of your brand.
Website content has to be carefully crafted in order to maximize traffic and generate increased customer awareness about your business or organization. Therefore, you should see to it that the four content types mentioned above are eliminated in order to make your website as crisp and inviting as possible. Do not aim at populating your website with voluminous content and instead, opt for lesser amounts that do not compromise on quality. This is the only viable strategy to transform your website into a go-to resource customers would like to come back to over and over again.
Did you evaluate the content on your website yet? Please let me know what you think in comments below.