The Challenge of Maintaining Consistent Web Content

An image of a bulls eye and multiple content pieces to show the challenge of creating and managing content.

Updating your website with new content is essential for increasing search engine traffic, but it can also create content management headaches as your site grows and your content strategy evolves. The truth is, inconsistent and/or error-filled content can have a large and negative impact on an organization’s bottom line.

There are many reasons why organizations struggle so much in keeping their web content free of mistakes, including style guide violations, content that is missing but legally required, and managing multiple content contributors. In this post, we will discuss website content consistency challenges and ways to combat these challenges when it comes to your website.

The Web is Big, Visible, Easy to Edit, and Hard to Manage

Despite the importance of keeping clean web pages, most organizations have a web presence far too large to be managed by their marketing staff. In fact, there are more than 876 million websites worldwide, with hundreds, even thousands of web pages. With large websites and small content teams, it simply is not feasible for contributors to keep up with hundreds of web pages on a routine basis along with all their other responsibilities.

If no one were reading your content or interacting with it, it would not be such a big deal, but according to our data, large organizations have incredibly visible content. With more than 3.26 billion people using the internet to find information, products, services, etc., there are a lot of people out there searching for what your organization has to offer. Is your website living up to your organization’s standard of quality?

Think about how many people you have updating your website content and how often those updates occur. The number of people editing your website content will vary depending on your industry, but many of you are updating content in some way on a daily basis. If you are a government or educational institution, it may range from one to more than 100 web editors. For businesses, it is more likely to be between one to 15 web editors.

Large Websites and Multiple Editors Can Cause Issues

This truly poses a challenge to website content management, and publishing consistent, compliant content across all pages of an organization’s web presence. Here are a few examples of issues that can creep up:

  • We just updated our tagline, is the new one on all our pages?
  • We just changed location, do we have the right contact information everywhere?
  • We prefer “healthcare” over “health care”, are all our editors following this guideline?
  • We are required to have a link to our privacy policy on every page, is it there?

There is a Solution

Yes, there is! While it can be a lot to handle, having processes in place will make it easier. Also, communication on your team and between web editors is key. To maintain consistent and compliant content across your site, here are five things you should be doing:

  • Have an active/updated style guide (want to know more about this? check out our blog post 5 Tips to Help You Stay on Track with Your Style Guide)
  • Document policies for legally required content
  • Ensure everyone knows their role
  • Communicate and then over communicate
  • Monitor all your content routinely

With a little work you can tackle this problem head-on and have the peace of mind that your organization is putting forward a consistent message while avoiding issues due to missing, inaccurate, or non-compliant content.

Want to know more about maintaining consistency in your website content? Download and listen to our webinar “Website Content Consistency – Why It’s Important and How to Sustain It”.





Websites' roles have grown and expectations for a consistent experience are higher than ever. Get tips on how to keep up in our latest webinar by registering here




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by Steve Hennigs
September 1st
2016

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