What impression will people gain when they visit your website?
Is it clear how you add value? Will they know what steps to take to get more help from you?
Would you like to make sure your website is top notch?
When you’re short on time and it feels too onerous a task to tackle, this easy-to-use checklist will help.
It is designed to easily fit into your marketing processes and will make sure your website continues to serve the clients which matter to you most.
Whether you’re creating new pages or updating existing ones, this checklist will help you measure the standard of your web page before publishing. It will help remove any obstacles to having your message understood.
Add your own notes – or a great big tick – into the table below and share with colleagues using your company’s communication or project management app for easy team-working.
You may want to use this in conjunction with your company’s brand guidelines and style guide.
|1. Headlines. Do they command attention? This article from Copyblogger gives you some tried and tested headline formulas.|
|2. Calls to action (the ‘do it now’ button). Do they stand out on each page? |
Give the reader something to do with the information they’ve received. What do you want the reader to think, feel and do? This forms the basis of the calls to action in your content.
|3. Is it easy to contact you?|
Does your phone number stand out on every page?
Are you asking for replies and action?
Are you gathering email addresses?
|4. Will the reader understand what is offered?|
Is there enough detail to cover the subject?
Are the key messages clear and specific? Nothing superfluous to confuse, waste time or be unhelpful in any way?
|5. Will the reader feel compelled to buy? |
Are you offering an incentive or special offer?
Does your content follow these marketing principles: attention, interest, desire, commitment, action?
|6. Is the website content easy to read and understand? |
Check the Flesch Kincaid score. See more in an earlier blog. Aim for a reading-ease score of 55% or higher.
The Flesch Kincaid score measures the use of active verbs – use them sparingly.
If your gran were to read your content, would she understand it?
|7. Is the text laid out in an easy-to-read format?|
Are the sentences short? And paragraphs too (1-4 sentences)?
Are there numbered and bulleted lists?
Are there sub-headings above main points? These guide people through the key messages enabling them to scan.
And white space around the words for easy scanning?
|8. Is the content free from spelling, grammar and punctuation mistakes?|
|9. Is the tone of voice appropriate for the reader – and consistent with your company’s brand?|
|10. Is it clear how the reader’s problem will be solved? Or how he or she will benefit?|
|11. Is there evidence of your company being recommended by other clients? Does your website include testimonials and case studies?|
Stories are an excellent way to keep people interested in your content. And the best kinds of stories to write are case studies – especially if you are providing professional services. Why? Because they describe the client’s experience with you.
|12. Is the content free from conceited statements about how great the company is? |
Audit your words for the number of times the word ‘I’ appears. Replace it with ‘you’ wherever possible.
People are interested only in how you can help them, how they may benefit. Write about their situation.
Never begin a page with the word ‘I’.
|13. Is the content useful, is there a wealth of practical tips?|
Have you explained where to find further information?
|14. Do the images help to clarify the words?|
|15. Does the order in which your content is written guide the reader to take action? |
Have you written the most important information first?
|16. Are the meta descriptions for each page of your website up to date and relevant. This post by Yoast explains more.|
Would you like a Word version of this table to use as a template for your own website checklist? Please email me and I’ll send it to you.
The big benefit of improving your website’s content
The good news here is that your competitors may be paying less attention to their content than you are to yours. Those who do better at marketing do better in business.
Would you like one-to-one help with your website content?
Are you looking for help with planning your newest content?
Do you need guidance in developing content to launch a new service or product?
Please get in touch to ask my advice.