By Camila Pechous
A number of small businesses have faced challenges during the coronavirus pandemic, including establishing an online presence. This shift has forced business owners to change their strategies and learn how to improve their website and content.
When it comes to crafting the website user experience (UX), it isn’t just about beautiful visual design, you also need quality content. However, no matter how great your content is, if users cannot access and read easily, they won’t engage with it. To identify UX issues on your website, here are a few questions to ask yourself:
How much content do I have?
This is something you can do right now. Take a close look at your current content before you begin to brainstorm new content or a visual redesign because you have to know exactly what needs improvement and why. A content audit helps you assess your current content as well as shape your future content strategy.
First, generate a list of all your content. You can search for templates online or do it manually. It should look like this:
Next, analyze your metrics and rank the content. What isn’t performing well? How many pageviews has your content had in the last month? Ask these questions to understand the behavior of your user, which will serve as a compass for the next steps. Finally, create a new content strategy. Based on your content audit and data analysis, what’s missing? What can you leave or merge with something else? What can be improved?
How organized is my website’s content?
A visitor lands on your site for a specific reason, and it shouldn’t take them more than three clicks to find the information they’re looking for.
Starting with the navigation menu, make sure that labels are clear and easy to understand. Similar to the content audit, an effective information architecture starts with a little research: Who comes to your website? What problem do they need to solve? How would they like to get this information, and when do they need it? Information architecture is the foundation of efficient UX because a well-organized content makes a website easier for your visitors.
Is the content easy to read? Is it user-friendly?
Do you focus your content on meeting your audience’s needs or it’s all about the business? Address your visitors’ pain points right away. Remember, they’re on your website looking for something, so keep things simple so they can find it fast. Make sure you leave lots of white space, remove all distractions like pop-ups and irrelevant ads. To make your users happy, break a large piece of content into small pieces or bullet points.
After this quick implementation plan, it’s important to have a content maintenance plan to keep your online content accurate, up to date, and aligned with your brand. Revisit your audit from time to time.
Content is the core of every website. Functional, easy, and user-centric content strategies elevate your business during this time of digital transformation. These steps will help visitors create positive first impressions, engage, and inspire them to know more about your business.
For more easy ways to improve your website, consider these easy content marketing ideas, even when you have no budget or using working memory to improve your design. If you are a nonprofit or small business seeking marketing and communications support during COVID-19, contact UW Communication Leadership’s COVID Consultancy.
About the author
Camila Pechous is a mash-up of content and UX. She combines research and content strategy to strengthen user experience. Camila also specializes in diversity, equity, and inclusion in technology. Her goal is to create meaningful interactions between diverse users and digital products. Currently, she works at Amazon supporting customers using Alexa and smart home devices