Is my Website Content is poorly written, outdated or again, just “bad”?

July 26, 2017

If your content is bad, you’ve got nothing. What constitutes bad content is somewhat arbitrary, but here’s a quick list:

  • Bad grammar, misspelled words, typos
  • Broken links
  • Too long (too much detail or not broken up in a way that someone can easily read)
  • Too short (not enough detail)
  • Mis-targeted (correct, but not written in a way the visitor can relate to or can easily understand - it’s above or below knowledge level)
  • Too aggressive (pushy language too early in the buyer’s journey)
  • Too passive (it’s filler, irrelevant or doesn’t actually say anything)
  • Bad pictures, use of clichés or clipart (nobody wants to see PowerPoint on the web)
  • Overly optimized for SEO (Maybe it’s readable by a machine, but not by a normal human)

If your content is incredibly valuable, someone might forgive a few of these and focus on the good stuff. If you’re trying to attract, impress, or are in a highly competitive space, poorly written content is the kiss of death.

“Content precedes design. Design in the absence of
 content is not design, it’s decoration.”

-Jeffrey Zeldman

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