When we redesign an existing website, the first step is a thorough content audit. The premise is, you have to know what content you have in order to make good decisions about what to do with it. Some content may be migrated to the new site as is. Some will need to be revised. Some can be eliminated. New content may need to be written to fill gaps.
Let’s be honest, though: Content audits are a pain. They are labor-intensive and can be time-consuming, especially for very large sites. (For ideas for auditing large sites without losing your mind or blowing your schedule, see this post from Brain Traffic’s blog: http://blog.braintraffic.com/2012/04/auditing-big-sites-doesn%E2%80%99t-have-to-be-taxing/.)
Staring down a content audit spreadsheet, clients sometimes ask, “Do we really have to do this?”
Dear clients, Yes. We really need to audit your content. To convince you, I’ve put together a list of reasons, collected from various projects over the years.
You need to audit your content because:
Not even you know what’s on your …