If your business has a website under 60 or 70 pages you can easily conduct a simple visual gap analysis on the site. You’ll need to look at a content gap analysis example PDF and a gap analysis template for your website, and you can find both below.
Content gaps in your business website can result in potential prospects visiting your competition site, rather than yours. Clients can slip through gaps, resulting in lost opportunities to serve them. Common content gaps include information pages, unlisted services and products, easy customer assistance opportunities, and weak or irregular blog content. Filling in the gaps can boost your website traffic and conversions.
Why Fill in the Content Gaps in Your Business Website?
All business websites have content gaps. Filling them in works like building a filter with finer pores. The tinier the pores, the fewer qualified prospects slip through to the competition. The content gap analysis example PDF helps reduce the size of the pores in your filter.
Imagine, for example, a new business-to-business (B2B) prospect, Anna, from a gym’s health bar. She’s considering a plant-based protein powder to keep in stock for body builders in her gym. If Anna would like information comparing its benefits to her best-selling whey-based powder, she may search the wholesale website for a comparison table.
If she and the gym’s marketing team have devised a strategy that depends upon a comparison table, she may well go to a competitor’s website to find comparison information. Once she has left the first wholesale website, there’s a strong chance that she may not come back to make her final purchase there. She may decide to purchase the protein powder from a competing wholesaler.
A Competing Wholesaler’s Solution
As it turns out, Anna did look elsewhere, and she found something very comparable to what she was looking for. Another organic protein powder and supplements shop, IdealRaw, for example, has such an infographic that fill this need for their own customers:
Luckily for Ismael’s team they also identified the need as a potential deal sealer for customers like Anna. He also saw the IdealRaw infographic and understood that his team needs to get a branded comparison online. Until they publish it and get it recognized by search engines, the marketing team has a critical gap that it needs to fill.
Filling in Gaps Keeps Website Visitors On-site
The wholesaler’s head marketer, Ismael, knows that the more thoroughly his business website answers site visitor questions and search queries with relevant information, the greater the likelihood that search engines will direct them there. Thorough, well-written copy also makes his website authoritative, interesting, and attractive to site visitors. Customers who leave the site satisfied will associate it with a positive, enjoyable experience, increasing their likelihood of returning.
How do businesses identify these gaps and address them? The website content audit helps marketing teams identify gaps in business website content. It provides suggestions, based upon website metrics, to fill in the content gaps with solid, relevant, quality content.
The Content Audit: Identifying Gaps in Your Business Website Content
If you have conducted a business website content audit, you should have a clear idea of what content gaps exist on your website and blog. In addition, through the same process, having reviewed the keywords on your website, you should understand gaps in your keyword strategy.
If you have not conducted a business website content audit, get started organizing one. You can conduct an in-house content audit on a very low budget, requiring only your staff time. Even an outsourced content audit costs very little compared to the return on investment (ROI) from increased website traffic, conversions, and sales.
An outsourced audit also has the advantage of providing more objective recommendations and observations than those of your own staff. In-house auditors may bias their conclusions and recommendations based upon anticipated workload or other internal factors.
Filling in Business Website & Blog Content Gaps
Although a content audit differs from a content gap analysis, once you have your content audit, your audit team has much of the information necessary to determine where content gaps exist. Take a look at a spreadsheet with the content list (light green) from a new protein powder wholesale eCommerce blog.
The spreadsheet view, generated during the start-up’s first content audit, gives the marketing team a simplified view of blog titles and keywords. It’s very easy to analyze visually. Even a larger list, up to about 60 or 70 posts, lends itself to visual analysis.
By looking at the protein powder maker’s keyword list, we can see that it only contains eight keyword phrases:
- Protein drinks
- Protein drinks to repair muscles
- Protein drinks for workouts
- Nutritionists specialized in muscle development
- Client resources
- Plant-based protein powder
- Health bar
- How much protein
Four of these, (one, two, three, and six) actually touch upon the protein powder offered by the supplier. Four and five discuss the business itself, and seven uses a keyword from the business’s highest spending client.
The eighth keyword, “how much protein,” is geared to gym owners who will measure and add the powder to their protein drinks. The site still has more gaps than content, so, now it’s time to generate a list of content to fill the gaps.
The gym staff did some calculating to determine the possible ROI of adding some muscle-building tips and protein powder drink tips to their blog. They estimate that it can help the gym burst the break-even ceiling this year.
Use Staff-Generated Content Suggestions to Start Filling Content Gaps
If your audit included a survey of your key sales and marketing staff, it should include:
- Time savers can include list of copy that might help sales staff by saving them time explaining product or services to customers. The staff want a few blog posts that discuss the ingredients in detail because some clients ask a lot of questions about them. They also want the comparison table and a similar narrative because they want to answer questions consistently, based upon the table.
- FAQs also save a great deal of time and cover themes that clients frequently bring up. Again, the staff wants a few “ingredient” answers on the FAQs page, and they have a whole list of questions from prospects who call by telephone or message on Facebook.
- Standard website pages, like the about, home, or contact page, are things that site visitors expect and sometimes seek. The staff decided that they definitely need a separate “home” page, an “about page,” an improved “contact us” page, and a few legal housekeeping pages.
- Missing products or service information can serve as excellent additions to improve your website’s SEO, if well-written. The business has a new formula coming out, and the staff wants to start pushing it before it hits the market.
- Ideas from interacting with customers may provide material for post after post on your website’s blog.
Listening to Staff Input Can Quickly Fill Major Content Gaps in Your Website
When I asked the staff to email me a few ideas for blog posts they suggested that we should start working on, based upon phrases from past customers, they sent me more than 45 phrases, which, once we eliminated duplicates, boiled down to about 30. Since then, a few more ideas popped un in an audio conference, and I’m sure that they’ll keep coming up with more as we work on the current ideas.
Staff-generated ideas and suggestions not only help identify key gaps in the website content. They also involve your staff in the idea generating and content development process. Involving them generates co-worker buy in. The more co-workers buy into the website development process, the more support you generate for the time and money invested.
Anna’s floor staff, at the gym, for example, identified the need for the vegan vs. whey protein powder comparison table, and, luckily, they mentioned it to the wholesaler. They found that bodybuilders at the gym often asked if the vegan powder worked as well as the whey version.
Wholesaler & Retailer Synergy
Although the trainers would promote the new product, they felt that they themselves did not know the product well enough to argue convincingly for its use. Now both Ismael’s wholesale staff and Anna’s gym staff have a table that helps them provide consistent, accurate answers. Sharing the information helped build a stronger bond between the two businesses.
Discussing the need and generating a table helped the wholesaler learn and develop a cultural protocol to answer customer questions. Posting it on the website gave customers and staff a permanent reference to help them learn about the differences.
Gaps in Keywords Provide Additional Insight into Content Needs
In addition to staff suggestions, you can use the list of keywords generated from the content audit to note critical missing keywords. Much of your new content should work on filling in these gaps.
The protein powder wholesaler staff think that they can pull in some website traffic by using more keywords related to their protein drinks: “protein powder,” “pre-workout protein blast,”“post-workout muscle-builder,” “protein drink,” “milk-based vs plant based protein,” and a few others that customers frequently use when ordering their health blends.
They want to publish a series of SEO blog posts about the protein drinks, emphasizing the specific ingredient benefits of the current formula and the formula they’ll release soon. They also tried running the phrase, “vegan protein powder” through the free Keyword Tool and found 100 phrases, which gave them even more content ideas.
A Simple Visual with the Content Gap Analysis example PDF
Just like the protein powder wholesaler start-up, you can put together a simple visual business website content gap analysis for your site or blog. It does require some time and effort. However, if you have done your website content analysis, you can use the same spreadsheet that you generated from the content analysis to conduct your gap analysis.
Keep in mind that this procedure is for small websites. More complete, software aided gap analysis procedures also exist, but the process is more complicated and costly.
You’ll need two documents, a “Content Gap Analysis Example PDF” and a “Content Gap Analysis Template.” You can download both below.
The Content Gap Analysis Example PDF
By downloading the “Simple Content Gap Analysis Example PDF,” you can print a paper version of our rough draft analysis to give your team an idea of what they’re shooting for. It’s easier to build a document when you know what it will look like when it’s done.
Here you can download your …
The Content Gap Analysis Template
The content cap analysis template is basically the same spreadsheet, but without data, colors, or instructions added. In addition, it’s in a convenient Microsoft Excel format that you can readily use in Google Docs or whatever spreadsheet software your business uses.
Here you can download your …
Tell Me About your Content Gap Analysis
Once you have tried the content gap analysis example PDF, get in touch. I would like to know how it worked for your business and what kind of decisions that your business website content gap analysis team made.
In addition, I would like to hear about problems or issues that your team found with the process or the template. I want them to run as smooth as possible, and I would be glad to hear your feedback so that I can improve it for your team and for myself.
Finally, if you have questions, comments, or criticisms, feel free to add them to the comments, below. I would like to know how the “Visual Content Gap Analysis Template” and the “Content Gap Analysis Example PDF” worked for your team and share updates with my followers.