From scattered to strategic: where to focus your content updates for real impact
You want to improve your website content strategy but where the heck should you start? Here are a few ways to create a strategic, targeted approach that makes the best use of your time and energy.
Target high traffic but underperforming pages
Sometimes the best places to start are pages with a lot of traffic but aren’t perhaps performing well. This could be a low conversion rate, or even a high bounce rate.
Identify your top 3 as a place to start. Why are these pages struggling? It could happen for a few reasons.
Unclear call to action
What do you want people to do? Do they understand your call to action? Is it an easy to see button or link? It may be that you need to fix the design of the call to action. Or, you might find that you need something more specific than ‘Learn More’.
Mismatching expectations and content
Let's say you've optimized your SEO for easy lunch recipes. Users come to your page but find that you're sharing dishes that take 3 hours to prepare. This is a problem.
It's important to think not just about a specific page, but the user journey. Where did they come from before landing here? What were the expectations? Understanding that gap can help you make the right fix.
If we go back to the recipe example, you may need to change your recipes. Focus on those that take 30 minutes or less. Or, update your SEO to align with more elaborate meals.
Yes, this can change your audience. But it’s a waste of your time and money if you keep attracting folks who aren’t a good fit.
Find and fix your user pain points
You don't have to have a dedicated research team to discover your user pain points.
Target funnel drop offs
Where are your users dropping off in the journey? Identifying these pages can help you get strategic. Let's say you’re seeing high interest in a product but a lot of cart abandonment. This is a sign to focus on your purchase experience.
Perhaps you’re struggling to get people interested in a product. You might want to beef up the landing page and ensure you’re highlighting value.
Review support cases or user surveys
If you keep getting the same questions over and over with your support, this is a great sign of what to focus on. It doesn't matter if it seems clear to you. If users are reaching out with questions, it’s not working out. Identifying and fixing your top support issues can improve your website and reduce costs.
Don't have support cases? Send out a survey to help identify these issues.
Align to your larger goals
Your content is just one part of a strategy for your business. So, take a step back and look at your larger goals. Are you hoping to scale your support team? Focusing on reducing support costs would be a great place to start.
Are you trying to grow your audience? Getting people to sign up for your email newsletter could be a better place to focus your energy. Content strategy can be a great tool to help you achieve the bigger picture.
There are so many ways you can create and iterate on your content. By being strategic, you can find the biggest opportunities without burning yourself out.
Need help identifying your biggest opportunities? Not sure how to update them? I’d love to chat and help you achieve your goals.
