During a website review, I look at your site from the perspective of the average reader to determine the best way to get optimal results.
Review to Improve Written Content
Writing: Ensure proper grammar, punctuation, style and use of words.
Direction: Direct language toward the reader to make the reader feel welcomed and part of the process.
Purpose: Every page on the website must have a clear purpose, a reason for existing.
Concise structure: Say things in the simplest ways possible without making the language seem chopped.
Confidence: A confident voice woven throughout the text makes a huge subliminal impact on readers.
Adjectives & adverbs: Avoid the over-use of descriptors that tell the reader how to think and complicate the narrative.
Formatting: When possible, err on the side of shorter paragraphs, less-wordy sentences, more bulleted lists, etc.
Headlines & subheads: Headlines and subheadings should accurately describe what follows on the page; text should be broken up by logical subhead divisions.
Keywords: Don’t cram SEO keywords into the text; make optimized text look as “normal” as possible.
Repeated concepts: Find and modify areas where ideas or concepts are unnecessarily repeated. (Some repeats are beneficial and necessary.)
Call to Action (CTA): Every page should have a direct or implied call to action; some pages may require multiple CTAs.
Review to Address Usability Issues
Intuitive navigation: Intuitive navigation allows the average user move through the pages/sections of the site without needing instructions.
Navigation menus: Menus should contain logical and helpful items and not be overpopulated or too sparse.
Visuals: Too many graphical elements can cause readers to become distracted and take their focus off the written message and the ultimate call to action.
Sliders: When used, sliders must serve a purpose and not be just visual decoration.
Popups: Keep pages free of popups that don’t do a better job of selling than the written text on the page.
Distracting linking: Pages can benefit from internal links, but the indiscriminate use of links can derail readers.
Off-site links: Off-site links should be absolutely necessary and open in a new tab.
Easy contact: Readers should never have to spend a lot of time figuring out how to contact you.
These are the primary areas that should be given attention during a website review. The nature of your business will dictate how strictly to apply each of the areas. Similar work can be done on brochures, advertisements, blog posts, e-mail letters and other materials.
If you believe your site should be getting better results, let’s talk about how to make that happen through a customized website review.