Most websites that have been live for a while are filled with content that’s outdated, underperforming, or no longer aligned with their business goals – and it could be costing you traffic, leads, and sales.
If your service pages haven’t been updated in years, your blog is gathering dust, or your Google rankings have dropped, it might be time for a content audit.
In this post, I’ll walk you through the key signs your website content needs a review, and what to do about it. Whether you’re a freelancer, small business owner, or a service-based brand, a content audit can help you improve SEO, sharpen your messaging, and turn more visitors into customers.
What is a Website Content Audit?
A website content audit is a thorough review of all the content on your site – from service pages to blog posts – to assess what’s performing, what’s outdated or underperforming, and what needs improvement.
The goal? To ensure every piece of content aligns with your business objectives, connects with your target audience, and supports your SEO efforts.
During a content audit, you might review:
- Service and product pages
- Blog articles and guides
- Meta titles and descriptions
- Internal linking and site structure
- Keyword use and content gaps
- Tone of voice and messaging consistency
By identifying what to update, remove or optimise, a content audit helps you turn your website into a more effective, search-friendly sales tool.
Signs Your Website Content Needs an Audit
Unsure if it’s time for an audit? Here are some common signs to look out for:
1. Your search rankings have dropped
If your pages used to rank well but have started slipping down Google’s results or disappearing altogether, it could be due to outdated or unoptimised content. A content audit can help you identify what’s holding your pages back.
2. You’re sharing outdated or inaccurate information
Whether it’s old pricing, services you no longer offer, or blog posts from 2018 that are no longer relevant, outdated content can harm your credibility and user experience.
3. Visitors aren’t sticking around
High bounce rates, low average time on page, and little interaction can all be signs that your content isn’t meeting your audience’s needs or expectations.
4. Your messaging feels off or inconsistent
If you’re tone, language, or calls-to-action vary from page to page, or you’ve changed how you talk about your services but haven’t updated older pages, your content could be confusing visitors.
5. You’ve got thin or duplicate pages
Pages with very little useful content or lots of overlap can confuse search engines and dilute your SEO efforts. An audit can help you tidy this up and identify content to combine, expand, or remove.
6. SEO basics are missing or under-optimised
No meta descriptions, no headings, no clear keyword targeting – it’s surprising how many websites miss the basics. A good content audit ensures every page is set up for success.
Why a Content Audit Matters
I get it. Auditing your website content might not sound exciting, but it can have a big impact. Here’s why it’s worth your time:
- Boosts SEO – Well-structured, up-to-date content is more likely to rank in search engines.
- Improve user experience – Clear, helpful content keeps visitors engaged and reduces bounce rates.
- Strengthens your messaging – Consistent, focused content builds trust and positions you as an expert.
- Drives more leads and sales – Optimised pages are more effective at converting traffic into action.
A content audit gives you a clearer picture of what’s working, what needs a refresh, and where content gap exists – so you can build a smarter, more strategic website.
How to Get Started
Option 1: Do It Yourself
If you’ve got the time, you can tackle a basic content audit yourself. Here’s where to start:
- Make a list of all of the pages on your website
- Review each one for relevance, accuracy, SEO optimisation, and tone of voice
- Identify what to keep, update, combine or delete
- If you’re deleting pages, set up 301 redirects to avoid broken links (this one’s an important one!)
- Check for content and keyword overlap – each page should target a clear, distinct topic
- Track your changes and monitor how pages perform over time
This approach works well if you’re confident with SEO basics and have time to dig in.
Option 2: Let a Pro Handle It
Prefer to save time and get clear, expert recommendations? I offered tailored website content audits for small businesses and freelancers.
I’ll analyse your content strategy, review every key page, spot quick wins and deeper opportunities, and provide a clear action plan that boosts your SEO, sharpens your messaging, and improves conversions.
No second-guessing. Just practical advice and results you can build on – whether you want to implement the changes yourself or get help doing it.
Final Thoughts
If it’s been over a year since your website content was reviewed, or if your site isn’t performing as well as it should, a content audit is a smart move. It helps you uncover what’s holding your site back and gives a clear path to better rankings, stronger messaging, and more conversions.
Think of it as a reset for your website: Clearer, more strategic content that works for your business goals.
Ready to give your website a content check-up?
Book a website content audit or request a free discovery call to find out how I can help you reach your goals