Web內容審核模板 (Web content audit template)

I recently completed a website audit project for a nonprofit organization through CatchAFire.org. As part of the website audit, I audited every key page’s content, looking for areas of opportunity.

我最近通過CatchAFire.org為非營利組織完成了一個網站審核項目。 作為網站審核的一部分，我審核了每個關鍵頁面的內容，以尋找機會領域。

To make the process go more quickly and smoothly, I came up with a system for evaluating the content based on four key indicators. These indicators make up the most important factors of good content, from my perspective, and together they create the acronym, R.E.A.L.

為了使過程更快，更順利地進行，我提出了一個基于四個關鍵指標的內容評估系統。 從我的角度來看，這些指標構成了良好內容的最重要因素，并且共同構成了首字母縮寫詞REAL

1. Relevance

   [R elevance

2. Effectiveness

   效果

3. Action

   一部分

4. Links

   L油墨

In my audit, each of these areas is rated High, Moderate, Low or None. Ideally, all areas would be highly relevant, effective, actionable, and linked.

在我的審核中，對這些區域中的每一個區域的評分為高 ， 中 ， 低或無 。 理想情況下，所有領域都是高度相關，有效，可操作和相互聯系的。

If you’re looking just for the template itself, go straight to the bottom of this article. Otherwise, read on for how to use the R.E.A.L. method.

如果您只是在尋找模板本身，請直接轉到本文的底部。 否則，請繼續閱讀有關如何使用REAL方法的信息。

使用REAL方法審核Web內容 (Using the R.E.A.L. method to audit web content)

Content on the web should be audited in a specific way. You’re not just looking at how updated or on-brand content on the web is. You’re also looking for whether the content itself works on the web and is useful for its intended audience.

Web上的內容應以特定方式進行審核。 您不僅在查看網絡上的更新內容或品牌內容。 您還正在尋找內容本身是否可在網絡上使用，并且對目標受眾有用。

考慮相關性和有效性 (Considering Relevance and Effectiveness)

Most audits already look for relevance and effectiveness, but they don’t all consider actions or links, so I’ll delve into those areas in more detail in the next section.

大多數審計已經在尋找相關性和有效性 ，但是它們并未全部考慮行動或鏈接 ，因此，我將在下一部分中更詳細地探討這些領域。

To quickly summarize the first two letters, R and E:

為了快速總結前兩個字母R和E：

1. Relevant content is content that matters to the intended audience. The underlying assumption is that there is an intended audience. Generally, everyone is not a sufficient audience group. So if you haven’t already identified the intended audience for a piece of content on your site, go back and do that. Do not be afraid to exclude people. Only the intended audience matters.

   相關內容是對目標受眾重要的內容。 基本假設是 ，有一個目標受眾。 通常， 每個人都不是足夠的受眾群體。 因此，如果您還沒有確定網站上某個內容的目標受眾，請返回并執行此操作。 不要害怕排斥人。 只有目標受眾很重要。

2. Effective content gets the message across to the intended audience and supports its purpose for being there at all. Context, placement, length, wordiness, word choice, phrasing, and imagery/media all play huge roles in making content and messaging effectively. For example, a poorly chosen image isn’t effective (or relevant). Similarly, content that doesn’t match its heading or page title isn’t effective. Too little or too much text is also ineffective.
   有效的內容可以將信息傳達給目標受眾，并完全支持其存在的目的。 上下文，位置，長度，單詞性，單詞選擇，措辭和圖像/媒體都在有效地使內容和消息傳遞中發揮著重要作用。 例如，選擇不當的圖像無效(或不相關)。 同樣，與標題或頁面標題不匹配的內容也無效。 文字太少或太多也無效。

Relevance and effectiveness require a very subjective analysis, so it’s best to have someone on the outside review your content to eliminate some of the bias you will naturally have for your own work. You can use user tests to evaluate these things, too.

相關性和有效性需要進行非常主觀的分析，因此最好讓外面的人來審查您的內容，以消除您自然會對自己的工作產生的一些偏見。 您也可以使用用戶測試來評估這些內容。

考慮行動：尋找什么 (Considering Action: What to look for)

Business websites need actions. Any website used for marketing purposes needs actions, actually. If you are in any way, shape or form using your website to get new clients, customers, patients, donors, advocates, or anything else, each and every piece of content needs a purpose and an action.

商業網站需要采取行動。 實際上， 任何用于營銷目的的網站都需要采取行動。 如果您以任何方式，形式或形式使用您的網站來吸引新客戶，客戶，患者，捐贈者，倡導者或其他任何人，則每一部分內容都需要一個目的和一個行動。

When evaluating whether a piece of content or page is actionable, identify ways to take action from that place. As a user, ask yourself, What do I do now?

在評估某個內容或頁面是否可操作時，請確定從該位置采取操作的方法。 作為用戶，問問自己， 我現在該怎么辦？

• Is there a relevant call-to-action (CTA)?
  是否有相關的號召性用語(CTA)？
• Does the content talk about how to get in touch, start an application, contact your company, or take the next step?
  內容是否涉及如何聯系，啟動應用程序，與您的公司聯系或采取下一步措施？

• Is there any interactivity on the page? Note: Interactivity is NOT animation. Interactivity takes an input and generates an output.

  頁面上有互動嗎？ 注意：交互性不是動畫。 交互性接受輸入并生成輸出。

CTA：呼吁采取行動 (CTAs: Calls to Action)

For many (maybe most) brochure-type, basic business websites, the content lacks action. The easiest way to improve this is to create a relevant call-to-action on every page. Give the user somewhere to go with what you’ve just showed them, even if it’s just a “Next: Do XYZ with 124” button.

對于許多(也許是大多數)小冊子類型的基本商業網站，內容缺乏作用。 改善此問題的最簡單方法是在每個頁面上創建相關的號召性用語。 即使只是顯示“ 下一步：使用124執行XYZ”按鈕，也要給用戶提供您剛剛向他們展示的內容的地方。

It’s especially important to create CTAs if your intent is for a visitor to take action, such as call for an appointment. It’s not enough to have a Contact link in your main menu. Go the distance and add an effective headline, description, button, and button text that tells the visitor exactly what to do.

如果您的意圖是讓訪問者采取行動(例如打電話預約)，則創建CTA尤其重要。 在主菜單中僅具有“聯系人”鏈接是不夠的。 保持距離，并添加有效的標題，說明，按鈕和按鈕文本，以告訴訪客確切的操作。

超越CTA：探索互動性 (Beyond CTAs: Exploring interactivity)

Even if you’ve nailed CTAs, have you explored interactivity?

即使您釘上了CTA，您是否也探索了交互性？

Good examples of interactivity are

互動的好例子是

• Embedded trivia. Display a single trivia question related to the content that the user can click to reveal the answer.
  嵌入式瑣事。 顯示與用戶可以單擊以顯示答案的內容有關的單個瑣事問題。
• Calculators. Embed calculators in relevant places on your site to bump up its action.
  計算器。 將計算器嵌入到網站上的相關位置，以增強其功能。
• Enhanced share links. Share links are simple ways to make a page interactive, but they’re even better when the user can modify the message in some way before sharing.
  增強的共享鏈接。 共享鏈接是使頁面互動的簡單方法，但是當用戶可以在共享之前以某種方式修改消息時，共享鏈接甚至更好。
• Reviews/ratings. Ask, “Is this content helpful?” displayed alongside a simple thumbs up/thumbs down that tracks this data, and you’ve just increased interactivity. Not only that, you have data you can use to improve your pages, too!
  評論/評分。 問“此內容有幫助嗎？” 與跟蹤該數據的簡單豎起大拇指/拇指一起顯示，您只是增加了交互性。 不僅如此，您還擁有可用于改善頁面的數據！
• Save/favorite/like. Think social media. Is there a way for users to save or favorite content on your site?
  保存/收藏/喜歡。 想想社交媒體。 用戶有沒有辦法在您的網站上保存或收藏內容？

考慮鏈接：尋找什么 (Considering Links: What to look for)

Repeat after me: I will not create dead ends on the web.

在我之后重復一遍： 我不會在網絡上產生死胡同。

A dead end is created when you send someone to a page with no links to anything else. Sure, visitors could go bounce around the menu bar, but that’s just not a good use of the web. Most marketing websites are not intended to be glossaries!

當您將某人發送到沒有其他鏈接的頁面時，就會產生死胡同。 當然，訪問者可以在菜單欄周圍跳動，但這并不是對網絡的一種很好的使用。 大多數市場營銷網站都不是詞匯表！

主菜單不算 (The main menu doesn’t count)

Hear me clearly, please. If your website’s only method of getting around is the menu, then you have created an index/glossary and your menu is no better than a basic table of contents. All you’ve done was created a book on the web, except worse, because with no pagination, the user must decide where to go next. Was that what you intended?

請清楚地聽我說。 如果您的網站唯一的出行方式是菜單，那么您已經創建了索引/詞匯表，并且菜單并不比基本目錄更好。 您所做的全部工作都是在網絡上創建一本書，但更糟糕的是，因為沒有分頁功能，用戶必須決定下一步要去哪里。 那是你想要的嗎？

Content on the web should link together — that’s what makes it a web!

網絡上的內容應該鏈接在一起-這就是使它成為網絡的原因 ！

If you have Wordpress and use Yoast, you’ll notice that you’re always promoted to link internally and externally. This is because links are what makes the web powerful and navigable. Linking isn’t just for SEO — it’s for usability!

如果您擁有Wordpress并使用Yoast ，則會注意到您總是被提升為內部和外部鏈接。 這是因為鏈接是使Web強大且可導航的原因。 鏈接不僅用于SEO，還用于可用性！

深入聯系的好處 (Benefits of linking deeply)

Not linking to content in context increases the likelihood that you’re not getting eyeballs on content that matters. The opposite is also true. Deep links increase the likelihood of visibility! As a plus, it also helps with search engine optimization, because links create relationships and context. In doing so, they teach search engines what words and phrases mean and which pieces of content go together.

在上下文中不鏈接到內容會增加您對重要內容不感興趣的可能性。 反之亦然。 深層鏈接增加了可見性的可能性！ 另外，它還有助于搜索引擎優化，因為鏈接會創建關系和上下文。 通過這樣做，他們教會搜索引擎單詞和短語的含義以及哪些內容組合在一起。

Instead of relying solely on your main menu, simplify your main menu and use rich pages full of content and deep links. Let your content guide users intentionally, rather than relying on the user to try and figure out where to go.

不僅可以單靠主菜單，還可以簡化主菜單并使用包含內容和深層鏈接的豐富頁面。 讓您的內容有意地指導用戶，而不是依靠用戶來嘗試去哪里。

忠告詞：沒有皮包骨頭的頁面 (Word of Advice: No skinny pages)

A bit of advice while we’re on the subject of internal linking: forgo those skinny, wimpy pages with one or two paragraphs and just fold them into content on pages on your site with more traffic. This bumps up that content’s visibility and gets rid of scraggly pages that offer little to no rich user experience to the reader.

在內部鏈接方面，我們提供了一些建議：放棄那些只有一兩個段落的瘦小頁面，而將它們折疊到您網站上頁面的內容中，獲得更多流量。 這提高了內容的可見性，并擺脫了混亂的頁面，這些頁面為讀者提供了很少甚至沒有豐富的用戶體驗。

Unless you’re publishing an online dictionary or glossary, there is no need for hundreds of pages with fewer than 500 words. Avoid doing that.

除非您要發布在線詞典或詞匯表，否則不需要少于500個單詞的數百個頁面。 避免這樣做。

免費模板 (Free Template)

If you’re interested in using the R.E.A.L. method to conduct a web content audit, you may access the template here. Let me know how it goes!

如果您有興趣使用REAL方法進行網絡內容審核，則可以在此處訪問模板 。 讓我知道事情的后續！

其他有用的內容資源 (Other Helpful Content Resources)

A few of my favorite content tools:

我最喜歡的一些內容工具：

• Content planning madlib (my absolute favorite tool)

  內容計劃madlib (我絕對喜歡的工具)

• Content strategy basics from Usability.gov

  來自Usability.gov的內容策略基礎

• Google Sheets for organizing or planning content

  Google表格，用于組織或計劃內容

• ScreamingFrog for crawling pages/sites and identifying areas of opportunity (issues)

  ScreamingFrog用于爬網頁面/站點并識別機會區域(問題)

• Yoast SEO (linked above) for web content readability, length and links
  Yoast SEO(上面鏈接)，用于網頁內容的可讀性，長度和鏈接