BRX Pro Tip: Audit Your Website Content
Stone Payton: And we are back with Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. Lee, candidly as of this conversation, it’s been a while since I have dived into our own website and really reviewed what are we saying it, how are we saying it, how are we presenting it. Talk a little bit about reviewing your website content. What are you learning?
Lee Kantor: Yeah. You know, I’m a big fan of periodically auditing different things you’re doing to make sure they’re still delivering what you want them to deliver, and your website is no exception to that.
Lee Kantor: Number one, you got to understand the job of your website. Maybe it’s changed from when it first started. And if it has, the website better reflect what that new change is. So, define the purpose of your website. What’s its job? You know, what is your website meant to do? Is it generate leads? Is it sell products? Is it to build brand awareness? Whatever that is, make sure it’s doing its job and hold it accountable to that.
Lee Kantor: Number two, make sure your messaging is clear and focuses on benefits over features. Make sure that your messaging is telling the story you want it to tell. Because if you’re telling a story that made sense ten years ago and it’s still out there today, all you’re doing is creating confusion and you’re stopping people from doing business with you.
Lee Kantor: So, highlight how your product or service solves problems. How it improves the lives rather than just listing features. Obviously, use clear, concise language. Don’t use jargon. Don’t use overly technical terms that might confuse people. Communicate your value proposition very straightforwardly. And ask key questions. Is it clear what you’re offering or selling? Does the copy reflect your brand’s tone and the values that you’re striving for? Are the visitors guided towards specific actions like signing up for something or buying something? Is there any place you can get rid of words? Can you put a photo or a video on the page somewhere to replace some of the words?
Lee Kantor: If you follow some sort of structured auditing process, you can refine your website’s copywriting and messaging, and it’s going to better connect with the people that are most important to you.
