What Content Audits Actually Find
Notes from auditing a 400-page B2B site — the patterns we keep finding and what they reveal about how content gets made.
Almost every content audit we run reveals the same three problems, regardless of industry: redundant pages saying the same thing with different words; contradictory specifications across pages that should be authoritative; and orphaned content that nobody is responsible for.
The interesting question isn't 'how did this happen' — it always happens the same way. People add content; nobody is empowered to remove it. The interesting question is 'what process change would prevent it next time?'
For most clients, that change is a single sentence: 'every new page needs a named owner, and every page needs an annual review.' We've seen this work. Without it, the audit you're about to commission will need to happen again in three years.