Content Audit for the Travel Service: Viago Travel

1. Travel Platform & Device Type: The website was still under development during our audit of Viago Travel's web designs.
2. Goals and Performance Metrics:

• Increase user engagement on the website (measured by time on page and number of pages per session).
• Improve conversion rates (measured by the number of bookings per visit).
• Enhance content findability (measured by a decrease in bounce rate and an increase in internal search usage).
• Strengthen brand voice consistency across all content (qualitatively measured through a survey).

1. Content Audit Criterias:

• Language Clarity: Is the language simple and easy to understand? Does it avoid jargon?
• Readability: Is the content formatted for easy reading online? Does it use headers, bullets, and whitespace effectively?
• Relevance: Is the content relevant to the user’s interests and needs? Does it address their pain points and desires?
• Findability: Can users easily find the information they are looking for? Is the navigation intuitive?
• Brand Voice: Does the content reflect the brand's voice and tone? Is it consistent across all pages?
• Topicality: Is the content up to date with current travel trends and destinations?
• Visual Hierarchy and CTA: Is there a clear visual hierarchy? Are the calls to action (CTAs) compelling and clear?

Conducting the Audit:

Header Section

• The main headline "Explore the best of Georgia with The Pilgrim" is clear and compelling. Status: Keep.
• The subtext is lorem ipsum, which is placeholder text. Status: Update. Action: Replace with an engaging description of what The Pilgrim offers.

Service Icons Section

• Icons such as "Short trips," "Seasonal trips," and "Transportation" have good clarity, but lack descriptive text. Status: Update. Action: Add a short descriptor under each icon to enhance understanding.

"We're excited to see you here!" Section

• The message is welcoming, but it doesn't guide the user towards action. Status: Update. Action: Include a clear call to action, perhaps prompting users to check out the latest deals or featured tours.

"Explore Popular Trips" Section

• The section has clear headings and images, but the trip prices and details use a small font size which may affect readability. Status: Update. Action: Increase the font size for trip details and ensure pricing stands out.

"I don’t know where to start…" Section

• The section invites user interaction, which is good for engagement, but it's not clear what the survey is for. Status: Update. Action: Clarify the benefit of taking the survey with a tagline like "Personalize your trip with our quick survey."

Footer Section

• The subscription CTA "Subscribe to get the deals first!" is clear but might not be compelling enough. Status: Update. Action: Emphasize the value of subscribing, like "Get exclusive deals and insider travel tips."

Overall

• The page needs to ensure that all placeholder text is replaced with actual content.
• Update the visual elements to make sure they are aligned with the text content in terms of relevance and engagement.
• Verify that all links work and lead to the correct destinations.

By improving these elements, the platform should see a boost in user engagement and, consequently, an increase in bookings.

Below is attached audit, use arrows to switch to desktop landing page.