Your website should help people quickly find what they need, and help you achieve your goals.
Our Web Content and Optimization Support service is a structured, practical process to improve your site’s content, structure, usability, search performance, and accessibility.
We’ll help you understand what visitors are doing on your site today, identify what’s working (and what isn’t), and recommend clear, manageable improvements you can sustain over time.
Why this matters
Clarify your site’s purpose, audiences, and calls to action
Improve the user experience by reducing confusion and providing clear navigation and next steps
Boost SEO and search performance through stronger site structure and content
Reduce clutter by consolidating or removing outdated and duplicate pages
Make content eaiser to manage and maintain by streamlining page templates and establishing clearer content ownership
Ensure accessibility and brand compliance across the site
The process
Step 1: Website audit
We start by reviewing your website’s key metrics to understand user behavior, identify what’s working, and pinpoint opportunities to improve. This helps align your content and structure with your site’s goals.
This will give you:
A clearer picture of how visitors actually move through your site
Priority areas for improvement based on data
A shared set of goals to guide content decisions
Step 2: Content audit
Web content should evolve with the needs of our audience(s). Over time, outdated content can pile up, reduce usefulness, and make sites harder (and more expensive) to manage. A content audit keeps your site healthy by improving quality, usability, search optimization, and long-term maintainability.
How it works
We provide a spreadsheet from your sitemap of published pages so you can complete a content inventory.
Using a rubric, you evaluate each page for audience, purpose, clarity, action, readability, accessibility, and overall value.
Each page is assigned an action: keep, revise, delete, or move.
Content audit tasks
Confirm your audience and the purpose of each page
Check for clear calls to action
Improve scannability and readability
Verify accessibility compliance
Identify content gaps and what new content is truly needed
Audit your media library (used vs. unused media)
Step 3: Optimize content
Small choices (like how you label a button) can significantly affect how visitors and search engines interact with your site. In this phase, we’ll help you restructure and rewrite content using best practices.
Create a goal sitemap
Write for your audience
Keep content unique
Make content easy to scan
Optimize for search
Maintain accessibility and brand consistency
Step 4: Continuous improvement
A website is never truly “done.”
We’ll help you build a sustainable routine of reviewing and improving content on a regular cycle:
Using analytics to identify top and low-performing pages