First up, it’s a good idea to review your entire site with an eye for the following details and opportunities:
Update or enhance information as needed
Is there any new content or business information that hasn’t made it to all corners of your website yet?
(For example: team members changing, new contact info, updated store hours, the copyright date in your footer, etc.)
Another common place this can be helpful is older blog posts. If your blog posts are evergreen (undated), there might be opportunities to add or update content within certain posts—for example, if information has changed since it was originally written, or you have new best practices to elaborate on. When reviewing your older blog posts, keep an eye out for any areas you could bolster them with additional information or added value.
Review for new internal linking opportunities
As you’re reviewing your site, look for any additional internal linking opportunities (aka, places you can link to your other relevant content). Often, new blog posts are published that could be linked to from older blog posts. Or, a new resource or product/service offering has been launched that could be linked to or promoted elsewhere on the website.
Reviewing older content and taking advantage of these new internal linking opportunities helps to both boost SEO, as well as connect your website visitors with more relevant content that may be of interest to them.
Review & clarify call-to-actions
Another key element to assess as you’re reviewing your site is your call-to-actions. As you look through, ensure that every page has a clear and specific call-to-action (even if that’s a link to another page that continues your website visitors’ journey in your sales funnel).