Table of Content
4 Website Content Issues to Fix Now
For any modern business, a current and attractive website can greatly impact the customer base. Often, the first touchpoint is also the one with the capacity to make the most lasting impact.
It follows that issues in your website content can prove dangerous for the long-term success of your business. These issues could be factual or technical, information-based or administrative. But their impact on your customer acquisition and retention strategies can be significant.
The four issues we discuss below are common in many modern businesses. This is especially true for those that do not prioritize content reviews while managing other operations.
Outdated and Without Unique Value
Many businesses follow a content population strategy at the outset, focusing on volume over quality. It makes them susceptible to owning websites that have a large quantity of material but little value.
This problem also appears when businesses fail to review old content periodically. In this fast-paced world, where new research often falsifies long-established truths, outdated content is a valid risk.
Think about how some changes have changed whole stories. For example, people now see baby walkers as dangerous. Also, cereals are no longer viewed as the best breakfast. Visitors to your website may lose faith in your business if they encounter content that does not reflect the current times.
This risk is even higher in our AI-led age, where the web is flooded with falsehood. A Forbes Advisor survey found that over 75 per cent of consumers are worried about misinformation from artificial intelligence. They are worried about how accurate this content is. They also question how much they can trust it for making decisions.
Businesses should regularly update their content, focusing on the material, formatting issues, and calls to action. It could be as simple as removing extra spaces and duplicate links. It might also mean deleting old discount codes that no longer work.
Avoid filling official online sites with AI-generated content that does not provide unique value.
Incomplete Product Information
Company websites that do not fully explain their services can create a big risk for their future. Unfortunately, many business owners don't publish comprehensive information that covers the “unfavourable” aspects of their offering, such as its side effects and risks.
Over time, missing this crucial information can breed mistrust among the users. This content issue is more severe for companies in the health and wellness industry. In adverse cases, it can even become grounds for legal action.
For example, Bard Access Systems, Inc. is currently facing a Bard PowerPort lawsuit due to design and manufacturing defects in its implantable ports. These devices, typically used for chemotherapy and other infusions, have caused blood clots and infections in some patients.
According to TorHoerman Law, the outrage also stems from the fact that the company failed to warn healthcare providers and patients about the risks. It becomes a case of designing and marketing a defective product—a serious allegation.
Businesses must strive for completeness in content, covering features, usage instructions, and risks. Including expert validation and research studies is always a good idea to establish trust and confidence among the user base.
Broken Links That Go Nowhere
Here’s an eye-opening survey that the Pew Research Centre conducted in October 2023. Almost 25% of webpages that existed between 2013 and 2023 are not accessible today. As for websites that lived in 2013? Around 38% of them are now missing.
This digital decay has serious consequences for websites that rely heavily on link-building, a commonly recognized SEO strategy. Many of your articles and blog posts may now be littered with broken links that take the viewer nowhere. The risk is higher when you use links to government websites and social media posts.
When users click on these links and feel disappointed, they experience frustration. It becomes a waste of their time and also makes them feel that you don’t pay attention to maintaining your website.
As a business owner, cleaning your website of dead links and replacing them with meaningful ones should be a core part of your audit process. You can utilize the best broken link checker to scan your content.
Lacking in Necessary SEO Updates
The SEO world is witnessing frequent changes. It is no longer enough to complete your keyword research at the start and optimize your content before publishing it. Instead, it must be a continuous process that considers new developments and rises fully to the occasion.
For instance, Google’s antitrust proceedings have revealed a few details about its algorithms for ranking various websites. We now know that user signals play a crucial role. These analyze how pleased the users are with their search results. Google investigates these considerations through metrics like click-through rate and bounce rate.
Another consideration that has become more important lately is building brand authority. While link authority was always a key SEO factor, these developments indicate a growing emphasis on links where your company (or its personnel) is discussed as a trustworthy figure.
As a business owner, you should commit to integrating SEO developments like these to upgrade your website content. You can employ free SEO audit tools to examine your site’s Google indexing and identify opportunities to improve. Doing this will also help you ensure compliance with industry standards and highlight errors.
Increasingly, more companies are investing resources in timely auditing to improve their content. The amount of material available online is always growing. This includes user-generated content, branded media, and AI-created guides. Standing out in this crowd requires a dedication to providing users with impactful, useful, and interesting content.
