Web内容审核模板 (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.

我最近通过CatchAFire.org为非营利组织完成了一个网站审核项目。 作为网站审核的一部分，我审核了每个关键页面的内容，以寻找机会领域。

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.

为了使过程更快，更顺利地进行，我提出了一个基于四个关键指标的内容评估系统。 从我的角度来看，这些指标构成了良好内容的最重要因素，并且共同构成了首字母缩写词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.

在我的审核中，对这些区域中的每一个区域的评分为高 ， 中 ， 低或无 。 理想情况下，所有领域都是高度相关，有效，可操作和相互联系的。

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.

如果您只是在寻找模板本身，请直接转到本文的底部。 否则，请继续阅读有关如何使用REAL方法的信息。

使用REAL方法审核Web内容 (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上的内容应以特定方式进行审核。 您不仅在查看网络上的更新内容或品牌内容。 您还正在寻找内容本身是否可在网络上使用，并且对目标受众有用。

考虑相关性和有效性 (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.

大多数审计已经在寻找相关性和有效性 ，但是它们并未全部考虑行动或链接 ，因此，我将在下一部分中更详细地探讨这些领域。

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

为了快速总结前两个字母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.

   相关内容是对目标受众重要的内容。 基本假设是 ，有一个目标受众。 通常， 每个人都不是足够的受众群体。 因此，如果您还没有确定网站上某个内容的目标受众，请返回并执行此操作。 不要害怕排斥人。 只有目标受众很重要。

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.
   有效的内容可以将信息传达给目标受众，并完全支持其存在的目的。 上下文，位置，长度，单词性，单词选择，措辞和图像/媒体都在有效地使内容和消息传递中发挥着重要作用。 例如，选择不当的图像无效(或不相关)。 同样，与标题或页面标题不匹配的内容也无效。 文字太少或太多也无效。

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.

相关性和有效性需要进行非常主观的分析，因此最好让外面的人来审查您的内容，以消除您自然会对自己的工作产生的一些偏见。 您也可以使用用户测试来评估这些内容。

考虑行动：寻找什么 (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.

商业网站需要采取行动。 实际上， 任何用于营销目的的网站都需要采取行动。 如果您以任何方式，形式或形式使用您的网站来吸引新客户，客户，患者，捐赠者，倡导者或其他任何人，则每一部分内容都需要一个目的和一个行动。

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?

在评估某个内容或页面是否可操作时，请确定从该位置采取操作的方法。 作为用户，问问自己， 我现在该怎么办？

• Is there a relevant call-to-action (CTA)?
  是否有相关的号召性用语(CTA)？
• Does the content talk about how to get in touch, start an application, contact your company, or take the next step?
  内容是否涉及如何联系，启动应用程序，与您的公司联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.

  页面上有互动吗？ 注意：交互性不是动画。 交互性接受输入并生成输出。

CTA：呼吁采取行动 (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.

对于许多(也许是大多数)小册子类型的基本商业网站，内容缺乏作用。 改善此问题的最简单方法是在每个页面上创建相关的号召性用语。 即使只是显示“ 下一步：使用124执行XYZ”按钮，也要给用户提供您刚刚向他们展示的内容的地方。

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.

如果您的意图是让访问者采取行动(例如打电话预约)，则创建CTA尤其重要。 在主菜单中仅具有“联系人”链接是不够的。 保持距离，并添加有效的标题，说明，按钮和按钮文本，以告诉访客确切的操作。

超越CTA：探索互动性 (Beyond CTAs: Exploring interactivity)

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

即使您钉上了CTA，您是否也探索了交互性？

Good examples of interactivity are

互动的好例子是

• Embedded trivia. Display a single trivia question related to the content that the user can click to reveal the answer.
  嵌入式琐事。 显示与用户可以单击以显示答案的内容有关的单个琐事问题。
• Calculators. Embed calculators in relevant places on your site to bump up its action.
  计算器。 将计算器嵌入到网站上的相关位置，以增强其功能。
• 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.
  增强的共享链接。 共享链接是使页面互动的简单方法，但是当用户可以在共享之前以某种方式修改消息时，共享链接甚至更好。
• 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!
  评论/评分。 问“此内容有帮助吗？” 与跟踪该数据的简单竖起大拇指/拇指一起显示，您只是增加了交互性。 不仅如此，您还拥有可用于改善页面的数据！
• Save/favorite/like. Think social media. Is there a way for users to save or favorite content on your site?
  保存/收藏/喜欢。 想想社交媒体。 用户有没有办法在您的网站上保存或收藏内容？

考虑链接：寻找什么 (Considering Links: What to look for)

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

在我之后重复一遍： 我不会在网络上产生死胡同。

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!

当您将某人发送到没有其他链接的页面时，就会产生死胡同。 当然，访问者可以在菜单栏周围跳动，但这并不是对网络的一种很好的使用。 大多数市场营销网站都不是词汇表！

主菜单不算 (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?

请清楚地听我说。 如果您的网站唯一的出行方式是菜单，那么您已经创建了索引/词汇表，并且菜单并不比基本目录更好。 您所做的全部工作都是在网络上创建一本书，但更糟糕的是，因为没有分页功能，用户必须决定下一步要去哪里。 那是你想要的吗？

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

网络上的内容应该链接在一起-这就是使它成为网络的原因 ！

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!

如果您拥有Wordpress并使用Yoast ，则会注意到您总是被提升为内部和外部链接。 这是因为链接是使Web强大且可导航的原因。 链接不仅用于SEO，还用于可用性！

深入联系的好处 (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.

在上下文中不链接到内容会增加您对重要内容不感兴趣的可能性。 反之亦然。 深层链接增加了可见性的可能性！ 另外，它还有助于搜索引擎优化，因为链接会创建关系和上下文。 通过这样做，他们教会搜索引擎单词和短语的含义以及哪些内容组合在一起。

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.

不仅可以单靠主菜单，还可以简化主菜单并使用包含内容和深层链接的丰富页面。 让您的内容有意地指导用户，而不是依靠用户来尝试去哪里。

忠告词：没有皮包骨头的页面 (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.

在内部链接方面，我们提供了一些建议：放弃那些只有一两个段落的瘦小页面，而将它们折叠到您网站上页面的内容中，获得更多流量。 这提高了内容的可见性，并摆脱了混乱的页面，这些页面为读者提供了很少甚至没有丰富的用户体验。

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.

除非您要发布在线词典或词汇表，否则不需要少于500个单词的数百个页面。 避免这样做。

免费模板 (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!

如果您有兴趣使用REAL方法进行网络内容审核，则可以在此处访问模板 。 让我知道事情的后续！

其他有用的内容资源 (Other Helpful Content Resources)

A few of my favorite content tools:

我最喜欢的一些内容工具：

• Content planning madlib (my absolute favorite tool)

  内容计划madlib (我绝对喜欢的工具)

• Content strategy basics from Usability.gov

  来自Usability.gov的内容策略基础

• Google Sheets for organizing or planning content

  Google表格，用于组织或计划内容

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

  ScreamingFrog用于爬网页面/站点并识别机会区域(问题)

• Yoast SEO (linked above) for web content readability, length and links
  Yoast SEO(上面链接)，用于网页内容的可读性，长度和链接