{"id":19116,"date":"2018-06-11T11:10:03","date_gmt":"2018-06-11T16:10:03","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=19116"},"modified":"2018-07-05T11:54:53","modified_gmt":"2018-07-05T16:54:53","slug":"fix-underperforming-website-content","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/fix-underperforming-website-content\/","title":{"rendered":"How to Find (and Fix) Underperforming Website Content"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19424\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/how-to-fix-underperforming-site-content.png\" alt=\"how to fix underperforming site content\" width=\"1200\" height=\"629\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/how-to-fix-underperforming-site-content.png 1200w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/how-to-fix-underperforming-site-content-300x157.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/how-to-fix-underperforming-site-content-768x403.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/how-to-fix-underperforming-site-content-1024x537.png 1024w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>How to Fix Underperforming Website Content<\/h2>\n<p>You put a lot of work into your website and the content marketing efforts you use to get more out of it. And yet all that work just doesn\u2019t seem to be adding up to the kind of results you\u2019d hoped for.<\/p>\n<p>On the one hand, you understand that getting attention online is competitive and content marketing is a long game. But on the other, you don\u2019t want to keep throwing time and money at something that\u2019s not working. At some point, any business doing content marketing has to step back and analyze if your website content is underperforming.<\/p>\n<p>This post walks you through how to find your poor-performing content, so you can fix it and start enjoying SEO wins again.<\/p>\n<p><a href=\"https:\/\/www.hostgator.com\/managed-wordpress-hosting\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-18313\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/12\/Wordpress.png\" alt=\"best WordPress hosting\" width=\"470\" height=\"60\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/12\/Wordpress.png 470w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/12\/Wordpress-300x38.png 300w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/><\/a><\/p>\n<h2>How to Identify Underperforming Content<\/h2>\n<p>Whether or not your content is underperforming has everything to do with your expectations. It\u2019s worth checking that your expectations are realistic and in line with what you really want your content to do before you assign it that &#8220;underperforming&#8221; label.<\/p>\n<p>&nbsp;<\/p>\n<h3>First, Clarify Your Goals.<\/h3>\n<p>Different content items should be developed to achieve different goals. For most businesses, a solid content strategy will include content meant to achieve three main types of goals:<\/p>\n<ul>\n<li><b>Driving traffic and raising awareness of your website or brand.<\/b> This includes much of your blog posts and other educational or entertaining content you create for your audience.<\/li>\n<li><b>Driving leads and conversions.<\/b> This includes your landing pages, webinars, and any gated content you create.<\/li>\n<li><b>Promoting your products or services more directly.<\/b> This includes product pages, video tutorials about your products, and demos.<\/li>\n<\/ul>\n<p>Make sure to match the results you judge to the goals of the content to get an accurate measure of its performance.<\/p>\n<ul>\n<li><strong>For the content meant to drive traffic and awareness<\/strong>, you should focus on metrics like <em>number of visitors, search engine ranking, and how long visitors stay on your website<\/em> after they click through.<\/li>\n<li><strong>For content meant to drive action<\/strong>, the most important metric is <em>how many people took the action<\/em> you\u2019re encouraging, whether that\u2019s signing up for an email list, downloading an ebook, or setting up a sales call.<\/li>\n<li><strong>For your promotion-focused content<\/strong>, your goal is getting <em>new customers and sales<\/em>.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Next, Research Content Marketing Benchmarks.<\/h3>\n<p>Even once you\u2019ve clarified your goals and the metrics to track for your content, knowing what counts as success can be tricky.<em> Is 500 views of a blog post good, or should you be aiming for 5,000?<\/em><\/p>\n<p>Unfortunately, there\u2019s no one right answer to that question.<\/p>\n<p>It depends on factors like how long your website has been around, how long you\u2019ve been doing content, and who your audience is. If you\u2019re just starting out and targeting a really niche audience, then expecting huge numbers is unrealistic and may not even be necessary. But even recognizing all the factors that make a difference here, it can be helpful to have some idea of what\u2019s considered 'normal.'\u009d<\/p>\n<p>Organizations like<a href=\"https:\/\/www.brafton.com\/blog\/strategy\/brafton-2017-content-marketing-benchmark-report\/\" target=\"_blank\" rel=\"noopener\"> Brafton<\/a> and<a href=\"http:\/\/www.pressboardmedia.com\/2017-branded-content-benchmarks-infographic\/\" target=\"_blank\" rel=\"noopener\"> Pressboard Media<\/a> have researched averages for some common website metrics like bounce rates and average reading time. With some digging, you may be able to find similar research that focuses more specifically on your industry or type of business.<\/p>\n<p><center><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19120\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/average-bounce-rate-by-industry-300x158.jpg\" alt=\"average bounce rate by industry\" width=\"300\" height=\"158\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/average-bounce-rate-by-industry-300x158.jpg 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/average-bounce-rate-by-industry.jpg 761w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19119\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/Benchmark-Report-Features_Feature-copy-2-300x158.jpg\" alt=\"average session duration by business type\" width=\"300\" height=\"158\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/Benchmark-Report-Features_Feature-copy-2-300x158.jpg 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/04\/Benchmark-Report-Features_Feature-copy-2.jpg 761w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/center>What\u2019s average may not be what\u2019s right for you, so don\u2019t let benchmarks be the only measure you use here, but they can be a helpful guide to setting realistic goals for over time.<\/p>\n<p>&nbsp;<\/p>\n<h3>Finally, Analyze the Relevant Metrics.<\/h3>\n<p>Now that you know what metrics to watch for each piece of content and some idea of what\u2019s realistic to hope for, start analyzing your content pieces to determine if they\u2019re performing as well as you want them to.<\/p>\n<p>This isn\u2019t as simple as looking at a number and labeling a piece a failure. You want to take time to understand what\u2019s going on with each piece of content. Consider individual factors that play a role, like the quality of the headline and the different promotion tactics you used.<\/p>\n<p>A lot of different elements go into what makes a piece of content successful or not and you want to analyze what specifically contributed to this one not working.<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Fix Underperforming Content<\/h2>\n<p>Identifying your underperforming content is just step one. Now you have to do something about it.<\/p>\n<p>&nbsp;<\/p>\n<h3>Diagnose the Reasons.<\/h3>\n<p>The analysis you performed above should be a big help with this, but also step back and look at the larger trends in what works and what doesn\u2019t for your website. If you\u2019ve found that a lot of your content is underperforming, it might be worth doing a full<a href=\"https:\/\/www.hostgator.com\/blog\/content-audit\/\"> content audit<\/a> so you can better see the big picture trends.<\/p>\n<p>It\u2019s not always easy figuring out why something did or didn\u2019t work and unfortunately, some of this process will involve guesswork. But use the analytics you have and consider doing A\/B testing or <a href=\"https:\/\/www.hostgator.com\/blog\/best-ways-to-survey-customers\/\">customer surveys<\/a> to fill in the gap in your knowledge and get a better handle on what your audience does and doesn\u2019t respond well to.<\/p>\n<p>&nbsp;<\/p>\n<h3>Make Improvements.<\/h3>\n<p>Obviously, this is where this was all headed. When you\u2019ve figured out why a piece of content isn\u2019t working, you\u2019ll know whether or not you should scrap it altogether or make strategic changes to turn it into something that your audience is more likely to appreciate. Based on your analysis, it could be as simple as <a href=\"https:\/\/www.hostgator.com\/blog\/tips-creating-great-blog-titles\/\">coming up with a better headline<\/a>, or it could involve a more extensive overhaul of the whole piece.<\/p>\n<p>A lot of the time, you\u2019ll find you don\u2019t have to start from scratch to turn an underperforming piece of content into something that does a better job of achieving your goals. You just need to identify that it\u2019s not working and why so you can turn it into a better preforming piece of content.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to Fix Underperforming Website Content You put a lot of work into your website and the content marketing efforts&#8230;<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-19116","post","type-post","status-publish","format-standard","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Find (and Fix) Underperforming Website Content - HostGator<\/title>\n<meta name=\"description\" content=\"You put a lot of work into your website and the content marketing efforts you use to get more out of it. And yet all that work just doesn\u00e2\u20ac\u2122t seem to be adding up to the kind of results you\u00e2\u20ac\u2122d hoped for. Here&#039;s how to find your underperforming website content, so you can fix it and start enjoying SEO wins again.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/fix-underperforming-website-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Find (and Fix) Underperforming Website Content\" \/>\n<meta property=\"og:description\" content=\"You put a lot of work into your website and the content marketing efforts you use to get more out of it. And yet all that work just doesn\u00e2\u20ac\u2122t seem to be adding up to the kind of results you\u00e2\u20ac\u2122d hoped for. 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