{"id":2398,"date":"2022-12-15T08:00:38","date_gmt":"2022-12-15T13:00:38","guid":{"rendered":"https:\/\/thelightstreamgroup.com\/?p=2398"},"modified":"2022-12-16T11:43:15","modified_gmt":"2022-12-16T16:43:15","slug":"why-your-financial-website-needs-a-content-audit-part-2","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/financial\/why-your-financial-website-needs-a-content-audit-part-2\/","title":{"rendered":"Why Your Financial Website Needs a Content Audit (PART 2)"},"content":{"rendered":"

WELCOME BACK!<\/h2>\n

In Part 1<\/a> of this blog series, we explained what a website content audit is and how it can benefit your financial brand. Now, we\u2019ll share some tips for getting started with your first audit.<\/p>\n

THE FOUR DECISIONS YOU\u2019LL MAKE<\/strong><\/h2>\n

During your audit, you\u2019ll assess each element of your website according to the metrics and goals you\u2019ve defined. Ultimately, you\u2019ll sort everything into four categories:<\/p>\n

    \n
  1. Keep<\/strong>: Do all of your product pages feature current terms, rates, and offers? Are your how-tos comprehensive and easy to read? Are your success stories recent and engaging? Are your latest integrated campaign landing pages converting as hoped? When you determine that content is relevant, up to date, on brand, and performing well, you can leave it alone. You can also consider leveraging that content on other platforms, like social media, print newsletters, or native advertising.<\/li>\n
  2. Improve<\/strong>: Some website content may just need a little freshening up to make it highly valuable. If you have an insightful blog post but the details are a few years out of date, make the needed revisions. If you have a company timeline that doesn\u2019t include a recent milestone, update it and move ahead. If you find content that seems useful but isn\u2019t getting hits, do some keyword research and refresh your content with those keywords to boost its search engine optimization (SEO).<\/li>\n
  3. Consolidate<\/strong>: When it comes to user experience, where<\/em> can be just as important as what<\/em>. When new banking products, resources, and offers are added to your website ad hoc, it\u2019s easy to end up with a scattering of pages and modules that aren\u2019t intuitive to navigate. As you evaluate your content, consider what else a user might be looking for during that same online session \u2013 then make sure that information is provided or linked to prominently.<\/li>\n
  4. Remove<\/strong>: Even if it was once important, not all content is salvageable. When you find material that\u2019s duplicative, obsolete, or otherwise not adding value, flag it for deletion \u2013 and make sure that it\u2019s not linked to elsewhere on your site. This will prevent your visitors from getting misdirected or misinformed and allow your newest and best web content to really shine.<\/li>\n<\/ol>\n

    YOUR ACTION PLAN<\/h2>\n

    Here are a few tips to keep in mind as you prepare for your audit:<\/p>\n