Content Audit - VisitScotland.com

VisitScotland.com content audit

The process:

Select a travel platform - Visitscotland.com

Determine the platform objective :

• Inspire tourism to Scotland
• Distribute visitors across the country and seasons
• Support local tourism businesses
• Promote responsible and sustainable travel
• Act as a trusted planning resource for travellers

Understand goals and performance metrics :

• User Engagement & Reach
• Conversion Metrics
• Geographic & Seasonal Distribution
• Sustainability
• Business & Community Impact

Evaluation criteria:

• Language Clarity & Readability
• Relevance & Audience Relevance
• Findability
• Brand Voice
• Topicality
• Alignment with Strategic Goals
• UX

Conclusion:

Language Clarity & Readability - Generally clear and engaging; some use of regional terms (e.g. “Munros”) may confuse non-local audiences. Occasional jargon could be simplified for wider accessibility.

Relevance & Audience Relevance - Highly relevant to travel planners. Sections address seasonal travel, cultural highlights, and practical needs like transport and accommodation.

Findability - Key content is typically well placed on the homepage, although the priority of some useful content could be improved (Find Experiences)

Brand Voice - Friendly, welcoming, and informative — consistent across the site. Aligns well with Scotland’s national identity and tourism tone.

Topicality - Mixes evergreen content (e.g. nature, landmarks) with seasonal and timely blog posts.

Alignment with Strategic Goals - Strong support for tourism engagement, regional promotion, and user trust.

UX - Visually attractive, responsive, and logically structured. A few minor UX opportunities include: improved content filtering, clearer CTAs, and better use of interactive elements like maps.