This is a question marketers often lose sight of. Not necessarily out of laziness or lack of trying, but out of pure exhaustion.
Competing priorities and power struggles within a company often manifest themselves on the corporate website. Everyone seems to think they are a marketer and their message should be front and centre on the website (preferably in bold and red, right?). The marketers get tired of fighting and content often ends up repetitive, too long, out of place or irrelevant, and there is no clear call-to-action or journey for the customer. It’s helpful to take a close look at your Google Analytics to identify the trouble spots–where your visitors are spending time and where they’re dropping off.
Your business website may serve any number of purposes–to inform, entertain, to sell products and services, or to drive leads to physical branch locations. So if you’re a marketer who manages website content, don’t be afraid to challenge the onslaught of content requests coming from every corner of the company.
You are the expert and it’s your job to make sure the website serves its purpose and provides a clear, pleasant user experience.
Paulina Zelazny Copywriting 