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The Messenger Office, One Ash, Loughborough Road
Quorn, Loughborough, Leicestershire, LE12 8UE

We provide sustainable content strategy services on behalf of digital agencies and directly to business clients.

Content Audits

Regain control of your website, intranet, or digital service content with a Lagom quantitive and qualitative audit that reveals what you need to do to improve your content experience.


Content audits

Start to take back control of your digital and web content.

Over time the content on a website, intranet or digital service can get out of control. It becomes harder to keep track what content you actually have, how it's performing, and who is responsible for what.

Why audit your content?

It is ALWAYS worth taking the time to audit your existing content to answer these questions:

  • what content do you actually have, how much of it is there, and what format is it in?
  • what state is your content in?
  • what content is popular / unpopular, and does it meet the needs of your users?
  • who owns the content?
  • have you been able to maintain the content you already have?
  • where is your content feeding to and from (social network platforms, RSS feeds, APIs, other CMSs)?

Regain control over your content

We run thorough quantitive and qualitative content audits that answer those questions so you can:

  • regain a clear understanding of your content situation: the true scale, range, state, and level of ownership
  • see what content is and is not meeting your users' needs
  • know which redundant, trivial, duplicated or irrelevant content to remove or archive
  • identify opportunities to move and migrate content
  • better judge the amount of work required to improve your content
  • implement content governance steps to tackle issues that emerge from the audit, such as unowned or outdated content

lagom Content audits

We help organisations like these to better understand and improve their digital and website content:

Lagom’s content audit of the Royal Flying Doctor Service websites was professional, prompt and insightful and helped us understand what our priorities were for the coming months.
— Dane Glerum, Royal Flying Doctor Service



We design each content audit to meet the requirements and context of each organisation we work with. We typically deliver four elements: a quantitative audit, a qualitative audit, combined into a content inventory deliverable, plus content eco-system mapping.


Quantitative audit

We use a combination of automated tools and a manual review to get a good understanding of what content (pages, media, forms, functions and files) you actually have.

We typically capture:

  • Title - page title or filename of the asset
  • URL - for quick future reference / retrieval
  • Key files and media - e.g. titles of attached embedded PDFs, images, and video
  • Sessions and engagement metrics - inc. avg. time on page, and bounce rates from analytics reports (for the last 12 months)
  • Functionality and forms - e.g. newsletter sign up form, search widgets (to reveal the features that need to be considered in any future work)
  • Content type - e.g. article pages, events, staff profiles, media releases, FAQs
  • Page owner/s (if known)
  • Source (of content) - CMS, third-party feeds, social media, non-CMS systems (the content eco-system mapping assists with this)
  • User feedback scores - integrate any thumbs up/down or star voting feature data

Qualitative audit

We build on the foundation of the quantitive audit to get to the heart of what is going on with your content. At this stage we uncover the patterns and insights that will help you to improve the content experience. 

We typically review these qualitative elements:

  • Accuracy - up to date, on message, factually correct?
  • Quality - does it follow writing for the web best practice, apply the tone of voice and style guide, use user-centric language?
  • Duplication - with other site content or third party content
  • Archiving potential - flag content that should be considered for archiving, e.g. blatantly out of date, or low-value content
  • Red flags / risks - highlight critically poor content that is out of date, misleading, inaccurate, reputation damaging, and may need immediate attention
  • Target audience / users - identify who the content is (best) serving
  • Business communication goals - map / identify which communication goals (if any) the content is serving

Sample qualitative audit

On larger websites and services we recommend prioritising the content to qualitatively audit. We then look at content that is most likely to meet:

a) validated user needs
b) business communication goals

Prioritising this content for a qualitative audit ensures the best value for money as:

  • we focus (and learn about) the content most required to meet user needs and business goals
  • we learn more about the content that will need to be edited and migrated first, e.g. what is the scale of editing required

The Content inventory

We setup the inventory sheet to capture and share the outputs from the quantitive and qualitative audits.

The Inventory is a working document (usually a Google Sheet) for the wider to team to continuously refer to and update during the website or service's lifecycle.

Our content inventories are simple to filter and order by: 

  • pages recommended for removal or archiving
  • poor quality, inaccurate, irrelevant, and trivial content
  • duplicated content
  • red flag content
  • content without owners or with a particular owner
  • popularity of content (based on mapped Google Analytics data)

This makes it a powerful tool for analysing and extracting the patterns and insights you need to improve the content experience.

Content eco-system mapping

We can also work with you to map out all of your sites and content channels (on and off-line) to reveal the broader opportunities and challenges for your organisation's content.

We can then help you to answer questions like these:

  • is there potential to better syndicate content in your eco-system to better meet user needs and boost its distribution and consumption?
  • can instances of inefficient content duplication and double entry across channels be eradicated to save wasted time and money?
  • can disparate content channels and platforms be consolidated to better manage content (and save money)?

For each channel we typically identify and capture:

  • its primary owner/s
  • the key content types, e.g. news, video, staff profiles
  • the platform / CMS and technology it is built on
  • syndication of content in or out of the channel
  • scale of the content
  • number of authors and contributors
  • the frequency of updates

Mapping out the content eco-system is an excellent way of taking stock of what actually exists across an organisation. You are then empowered to make smarter decisions about how the content should work for you and your users.


We are the content Audit specialists

Our Lead Digital Strategist, Liam King, authored the Content Strategy for Websites Projects guide published by GatherContent. The popular guide covers running content audits and content eco-systems and is available to download on the GatherContent website.

Liam also regularly coaches in-house teams and agencies on how to perform content audits. Check out the the GatherContent Resources page to see when the next Content strategy and delivery for website projects webinar masterclass is being run.