How to Conduct a Web Content Audit

A web content audit is a systematic evaluation of all the content on a website to assess its effectiveness, relevance, and alignment with business objectives. 

1. Inventory Your Content

Begin by cataloging all existing content on your website, including pages, blog posts, multimedia assets, and downloadable files. Use tools like CMS exports, Screaming Frog, or Google Analytics to automate the process. The goal is to have a complete list that will form the basis of your evaluation.

2. Define Goals and KPIs

Before evaluating content, define the objectives of your audit. Are you improving user engagement, enhancing SEO, or aligning content with brand messaging? Establish clear Key Performance Indicators (KPIs) such as page views, bounce rate, conversion metrics, or accessibility compliance standards.

3. Evaluate Content Quality and Performance

Assess each piece of content both qualitatively and quantitatively. Check for clarity, accuracy, tone, relevance, and compliance with accessibility standards (e.g., WCAG). Review performance metrics such as traffic, engagement, and conversions to determine what is working and what is not.

4. Categorize and Prioritize

Organize content into categories based on audit findings: keep, update, consolidate, or remove. Prioritize updates based on their importance to users, organizational objectives, and SEO impact. Collaboration with stakeholders ensures decisions reflect institutional needs.

5. Report and Plan Next Steps

Compile your findings into a clear audit report with actionable recommendations. Outline strategies for content optimization, SEO improvements, accessibility updates, and potential new content opportunities. This report forms the foundation for ongoing content strategy and maintenance.