I recently did a Content Audit for one of our clients, a mid-sized B2B digital marketing company.
It had great potential to really hit conversions out of the park.
But, where it failed was in the way it had presented its offerings.
Here’s what it had done wrong (there were many others):
1. 5 CTAs in the banner alone
2. A completely disconnected, bizarre banner image
3. No clear offering anywhere on the page
How the Content Audit helped fix these glitches:
1. Wrote one clear CTA – people don’t like too many choices
2. Ensured the banner image complemented the entire offering
3. Vagueness was replaced by a clear, concise ‘What’, ‘Why’ and ‘How’
Result?
Conversions have jumped 112%.
A badly-designed website with average copy and poor placement is a waste of overall effort.
Treat your readers with respect. They deserve it, don’t you think?
