Resources & Documents

Content Analysis Process

STEP 1: Content Audit - what's on your website?

Do a content audit to account for all of the content on your website through a quantitative inventory (spreadsheet)

  • Make a list of all the pages
  • Page ID helps identify the information hierarchy within each section
  • Make note of the Page Title, the URL and when the page was last updated
  • Pick a period of time and make note of the page views for each page

Start asking questions ...

  • Which pages get the most visits?
  • Which get the least?
  • Are there redundancies?
  • Could information be consolidated?

STEP 2: Qualitative Assessment - is it any good?

Analyze the quality and the effectiveness of the content on your website. Chose 4-6 factors to use for evaluating content.

  • Take it topic by topic, section by section, and evaluate all the content
  • Read the words on each page. Is the content stale? Inconsistent? Off brand?
  • Form insights and conclusions
  • Are we missing any opportunities? Is there content that should be added?

Keep asking questions ...

  • Is there R-O-T (Redundant-Outdated-Trivial)? Should the page be updated? Consolidated? Eliminated?
  • Does it meet our users’ needs and our institutional goals?
  • Do we keep the pages that don’t have many visits? If yes, why? What can we do to drive more people to these pages?

STEP 3: Benchmarking - What are others doing well?

Take a look at your competitors websites. Who is doing what well? Identify gaps in content on your own site.

  • Benchmark by section, not by the whole site
  • Don't just look at sites on your desktop computer. Look at them from a tablet and a smart phone. Look at sites that have been responsively designed.
  • Higher Ed RWD Directory

STEP 4: User Research - What are people looking for on your website? 

Make sure visitors to your website can find what they need.