Not getting the leads or traffic you expected? You’re not alone. Many SaaS companies face the same challenge. The good news? A SaaS content audit can help you figure out what’s wrong and fix it.
If your content isn’t driving conversions, ranking on search engines, or keeping users engaged, the issue isn’t your product. It’s your content strategy. A SaaS content audit helps identify gaps, optimize your content, and ensure you’re getting the expected result
But a proper audit isn’t just about skimming through your content. It takes expert analysis to identify the real issues and opportunities. With experience working with over 100 SaaS brands, we know exactly what makes a content strategy succeed or fail.
Here, we’ll walk you through the proven SaaS content audit process we use to help brands refine their strategy and drive real growth.
Let’s get started.
A SaaS content audit is a systematic review of all the content on a SaaS company's website to evaluate its performance, relevance, and effectiveness. It typically involves analyzing every piece of content, including blog posts, landing pages, product descriptions, case studies, and help center articles.
During the audit, various metrics such as traffic, engagement, conversion rates, and SEO performance are assessed using analytics tools. The goal is to identify what content is performing well, what needs improvement, and what should be updated or removed.
A SaaS content audit can be comprehensive—covering every piece of content regardless of the format, channel, or when it was published.
Or sectional—covering only some parts or types of content on your website. For instance:
Besides blog posts and whitepapers, other auditable SaaS content formats include:
First, you have to understand that the demand of every SaaS business is uniquely different. So, there’s no definite “when” to conduct a SaaS content audit. Instead, factors like the following are useful triggers to consider:
So, let’s say you’re entirely migrating your offerings from one SaaS niche to another after over a decade. You need to review all your content to reflect this change.
A perfect example of this is Slack. Originally, Slack began as an internal communication tool within a gaming company called Tiny Speck, which was developing an online game named Glitch.
However, when the Glitch failed commercially, the team pivoted, recognizing the potential of their communication tool. They rebranded everything—from content to placement—and launched Slack as a team collaboration and communication platform, revolutionizing workplace communication.
Another question is how often you should conduct a content audit. According to SEMrush’s state of marketing report, only about 33% of marketers conduct an audit twice a year, while 6% conduct theirs once every two to three years.
But you shouldn’t limit yourself to this. How often you should go in there and sniff out outdated content largely depends on the following:
Putting everything together, large businesses with a broad content inventory should conduct a twice-a-year audit every six months. Smaller companies or SaaS startups can do it once a year, depending on when you scale up or have much content to handle.
Lastly, you don’t necessarily have to wait for a designated time to conduct an audit. If there’s a problem with your performance metrics or you’re changing your offerings, as we previously discussed, then you know it’s time for an audit.
One of the top lead generation strategies for every SaaS business is content marketing—whether blogs, videos, infographics, or even report PDFs. However, it is quite easy to find yourself stuck with content filled with debunked myths and out-of-date statistics.
A successful content audit helps prevent these issues by ensuring your content stays fresh, eliminating inconsistencies, and addressing your audience’s evolving needs. Let’s break these down.
Your content is fresh only if relevant and packs the same punch as a recently published one. The opposite of this is outdated content with facts that are already relics of the past. Take TheRankMachine as a case study.
According to a 2017 SEO article by TheRankMachine, “Domain Age is a ranking factor & Google cares about your indexed age.”
Fast-forward to 2019. Google’s John Mueller clarified that domain age does not really help anything. Leading SEO sites like SEJ also followed suit and concluded that domain age is not part of the 200 ranking signals Google uses.
In this case, a routine content audit allows the team to review articles like this, updating outdated information with fresh insights to keep the content current.
Content incoherence is a common problem, especially for SaaS brands that started without a robust content team—a content strategist, a SaaS SEO, an experienced writer, an editor, and other crucial workflow members.
It’s usually a “Let’s hire a writer and populate our website first; we’ll sort the content marketing strategy out later.” However, that’s not a great idea. Content population brings up your website on search engines, but that’s all. There’s no structured content interlinking, no appropriate content clustering strategy, nothing.
This leads to content disorganization—a situation where your content lacks coherence, making it difficult for users to navigate or understand the site's purpose.
An efficient SaaS content audit helps to prevent such an outcome by providing actionable insights to create a cohesive content structure and craft a successful content strategy.
A SaaS content audit involves a step-by-step process to analyze, optimize, and refine your content for better performance. Here’s how to do it effectively:
Before diving into the audit, define what you want to achieve. Your goals will determine the focus of your audit. Some common objectives include:
Without a clear goal, you might waste time analyzing data without knowing what to do with it.
Once your goals are set, collect data on your existing content. This data provide insights into content performance. Here’s what you need to gather:
Clearly categorizing your content streamlines the audit process and ensures you evaluate each content type based on its unique purpose. Here's how to categorize your content effectively;
Now that you've categorized your content, assess each piece's performance using the data you've gathered.
Beyond fixing underperforming content, look for new content opportunities.
Identify content gaps, analyze performance, and follow these steps to improve underperforming content;
Eliminate content that no longer serves your audience or business goals. Here’s how:
A leaner content library improves both user experience and search visibility.
After updating your content, monitor its performance to track impact:
By continuously tracking these results, you can refine your content strategy, address any gaps, and ensure that your content remains relevant, and aligned with your business goals.
A SaaS content audit is only effective if you follow a structured approach. Use this checklist as a reference for every audit to ensure nothing is overlooked:
Before diving into a content audit, clarify your objectives. Are you aiming to boost traffic, improve conversions, or enhance SEO? Next, gather performance data from tools like Google Analytics and Search Console to understand your content’s current state.
Review your existing content to identify top-performing pieces that attract traffic and engagement. Pinpoint outdated or low-performing content that needs attention. Look for content gaps and opportunities to target new keywords your audience is searching for.
Update outdated content with new information and insights. Enhance readability by improving structure, adding visuals, and making content user-friendly. Ensure each piece aligns with search intent and is optimized for conversions.
Remove duplicate content and any irrelevant pieces that no longer serve your audience or business goals. Implement proper redirects to maintain SEO value when removing or merging pages.
After the audit, track key metrics like traffic, rankings, and user engagement to measure improvements. Regularly revisit your content strategy to ensure it stays aligned with your business objectives and market trends.
A SaaS content audit is essential for refining your content strategy, improving SEO, boosting engagement, and driving conversions. While the process can be complex and time-consuming, partnering with the right experts can make all the difference.
At TripleDart, we bring extensive experience working with over 100 SaaS brands, helping them optimize their content for better performance and long-term growth. Our tailored approach ensures that every piece of content aligns with your business goals and delivers real results. Know more about how we can help refine your SaaS content strategy by booking an intro call with us here.
Focus on high-impact pages first. Those pages driving traffic, conversions, or ranking for important keywords. Next, address pages with declining performance, outdated information, or low engagement.
If the content is still relevant but underperforming, update it with fresh insights, better keywords, and improved structure. If it’s completely outdated or redundant, consider merging it with other content or redirecting it to a more relevant page.
Create and follow a content style guide that covers tone, formatting, terminology, and brand voice. Regular audits can help maintain consistency across all pages.
AI-powered tools like Clearscope, SurferSEO, and ChatGPT can help analyze content gaps, suggest improvements, and automate data collection, making the audit process faster and more efficient.
Yes, but it can be time-consuming. Manual audits involve reviewing each piece of content, and checking for accuracy, performance, and SEO optimization without automation tools.
Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.