Our Extractable contributor Dana Larson, who last stirred it up by talking content strategists, returns with a new post about web content. We don’t need much preamble anymore, let’s just pass the mic and let Larson take it away.
At a recent pitch, a member of the client team asked, “How much is too much web content? And how do I know when to get rid of content?” At a time when website page counts routinely—and often unnecessarily—surpass the thousands, this question was music to my ears. Obviously, there are situations when deep websites are needed—retailers selling thousands of products, media sites with vast libraries, educational sites, etc.— but the reality is that most pages of a website go largely unseen.
In a quick study of a handful of our clients, including a Fortune 500 healthcare technology provider, we found that, on average, 87% of the total website pages receive five pageviews or less in a month. It would be easy to assume that that’s a tremendous amount of content that’s just not pulling its weight, and for the most part it would be a safe assumption. But if one of those five pageviews on a page led to sales, then that web page is not useless crap, it’s just not your lead dog. My guess is that many other websites out there are in the same boat.
So how do you know when to get rid of content?