Just about every week, I come across someone who asks what I do for a living. When I tell them I help pet businesses (marketing to pet owners or veterinarians, etc.) improve their website content and results, suddenly they get very animated.
They say things like, “I wish I could find a pet product or pet website that…” and I’ll say, “Have you looked online?” They’ll say yes – but the websites they found didn’t help them. They’ll mention how the search results in Google didn’t point them in the right direction, or how certain websites were too busy or full of Flash videos and stuff that got in the way of finding what the person needs. In other words, the process is just plain confusing.
This shocks me every time I hear it, because I know how hard you and other pet-related companies work to create a website that should attract the right customers, ready to buy.
Alas, many pet websites are just not working, and the owners are not sure why. Maybe this is true for you too?
That’s where a website content audit can help. Through a professional site audit, you’ll discover what’s working, what’s not, and how to make your site a customer-magnet. Here’s what a content audit typically includes:
- A thorough review of your site, measuring it against web best practices
We evaluate your web page messages and flow to see if your site is:Customer-focused: Speaking to visitors 1-on-1 with solution-oriented messages
Competitive: Using the most relevant SEO (search engine optimization) keywords and sales copy to differentiate you from your competition
Clear: Offering helpful, scannable information within a user-friendly structure
Conversion-optimized: Guiding visitors with offers and links that generate action
Consistent: Connecting all pages with a constant brand voice and SEO approach
- A detailed report of your strengths and opportunities
You get a substantial written document covering your specific strengths and opportunities for improvement. This report includes screen shots indicating:
- What’s working on your web pages and what can be improved
- Where you rank in search engines, what’s displayed when your pages appear in search results and how your competitors compare
- A customized Content Strategy to boost SEO traffic and site conversions
You receive a content plan to improve your results across all pages or in the most critical sections of your site.
With this kind of fresh look at your website, you’ll definitely uncover some powerful clues into what will make your website a winner.
Until next time,
Here’s to a prosperous site!
P.S. If you a feel that a Content Strategy Audit can make a huge difference to your site, contact me for a free initial consultation.
Good article. The key thing that I think veterinary professionals forget to do is “translate” their language to pet owner language. Remember the 4th grade reading rule: you have to keep it simple and in English, not Latin terms from school. I’ve even seen Facebook pages from clinics that use a close up of a blood sample, but that has no relevance to a pet owner – show warm and fuzzy friends!
Great point, Todd! Thanks for mentioning this important fact: focus on the customer and their point of view. Cheers- Pam