11 common content issues (and how a content audit fixes them)

Content problems aren’t always obvious. You might have pages pulling in traffic, but few leads. Or you could have a packed website that feels slow and unmanageable without knowing why.

If your content isn’t driving results, it’s probably facing one or more common issues. These problems typically come from publishing without strategy or regularly reviewing what’s already live.

Over time, that creates waste: bloated pages, poor journeys, outdated messaging, and scattered coverage that holds your content system back.

A structured content audit solves this by creating a clear roadmap for fixes. It identifies what’s wrong, reveals gaps and opportunities, and shows exactly where to cut, update, or create new content.

Let’s break down the 11 most common content issues, and how an audit turns them around.

1. No clear audience or purpose for each page

Why it happens

Content is often created with no defined audience, persona, or objective.

This happens when teams publish for the sake of having "something to post" rather than asking:

• Who needs this content and why?
• What problem is it solving?
• What action should the reader take once they finish the page?

Without these answers, your content ends up generic and disconnected from both audience needs and business goals.

How a content audit fixes it

An audit tags each piece of content by:

• Persona and audience: Who this content is for.
• Journey stage: Awareness, consideration, decision, or post-purchase.
• Business objective: What role the content plays in your ecosystem.

Content that lacks a clear audience or purpose can then be repositioned, consolidated, or retired entirely.

To understand content positioning and purpose in depth, read What Is a Content Audit?.

2. Topics that don’t match buyer or search intent

Why it happens

Many topic ideas rely on keyword volume or trends without considering:

• Buyer intent: What customers are searching for at each stage of the funnel.
• Search intent: What Google users expect to find on similar SERPs.

The mismatch causes high bounce rates, low engagement, and untapped conversion potential.

How a content audit fixes it

An audit matches topics against:

• Search engine intent and behaviour.
• On-site visitor actions and pathways.
• Customer needs at specific journey stages.

This insight allows you to rewrite or reposition content to meet intent effectively, increasing relevance and success.

For keyword strategies that align with search intent, see How to Fix Your AI-Generated Content.

3. Content gaps across the customer journey

Why it happens

Most websites focus too much on bottom-of-funnel content ("what we do") and neglect:

• Awareness content: Helping buyers recognise their problems.
• Consideration pieces: Laying out comparisons or showing them options.
• Post-purchase content: Supporting customers after their decision.

This lack of coverage leaves buyers without answers or stops them before they move deeper into the funnel.

How a content audit fixes it

Audits map your content library to every stage of the customer journey to highlight over-served and under-served areas. From there, they reveal where new content is needed to:

• Attract new buyers.
• Move prospects forward.
• Retain existing customers with helpful post-purchase information.

To see buyer journeys in modern funnels, read The Modern Content Funnel.

4. Weak or missing value propositions and calls to action

Why it happens

Too many pages deliver useful information but fail to:

• Clearly communicate the value of your product or service.
• Include specific calls to action (CTAs) that direct the reader forward.

Without these elements, even engaged readers end up leaving instead of connecting with your business.

How a content audit fixes it

Audits assess each page’s ability to clearly deliver:

1. Promise: Show the value and options available.
2. Proof: Add credibility through examples and social proof.
3. CTA: Clearly indicate what the reader should do next.

Content gaps in promise, proof, or CTAs are flagged and updated to sharpen your ability to convert.

For more on fixing value propositions, read Why Your Content Strategy Isn’t Working.

5. High-traffic, low-conversion content

Why it happens

Pages optimised for keywords or broad search intent often attract light research traffic but fail to convert visitors into leads.

Mismatches between messaging and buyer needs compound it.

How a content audit fixes it

Audits segment high-traffic content so you can:

• Analyse source behaviour to understand intent mismatches.
• Optimise CTAs and internal links.
• Sharpen targeting and messaging for clarity and relevance.

These fixes turn "traffic with no leads" pages into conversion drivers.

6. Outdated, inaccurate, or off-brand content

Why it happens

Without regular updates, your old content isn’t just irrelevant. It risks creating distrust if your messaging no longer aligns with your business, or if inaccurate data remains live.

How a content audit fixes it

Content audits tag outdated pages so you can refresh, redirect, or retire them, bringing your entire content system back in line with your current strategy.

For step-by-step guidance, explore How to Write Compliant Content That Still Connects.

7. Thin or shallow articles

Why it happens

Teams prioritising speed or volume often produce content with limited detail that doesn’t stand out or deliver actionable takeaways.

How a content audit fixes it

Audits score thin content for depth, expertise, and engagement. Flagged articles are expanded, merged, or replaced with more authoritative content that actually educates buyers.

For clearer ways to deliver depth, learn How to Fix Your AI-Generated Content.

8. Bloated, duplicate, or overlapping content

Why it happens

Multiple posts targeting a single keyword over time often end up competing against one another, diluting performance instead of strengthening it.

How a content audit fixes it

Audits cluster similar topics into content clusters. Duplicate and overlapping pages are merged into stronger pillar pieces while weaker pieces are de-indexed or redirected for clarity.

9. Poor structure and readability

Why it happens

Walls of text or weak headings make content harder to skim, frustrating users and negatively impacting engagement signals.

How a content audit fixes it

Audits assess readability and structure across headings, paragraphs, and layout design. Pages can then be reformatted to improve scannability and logical flow, reducing bounce rates.

10. Broken journeys and inconsistent linking

Why it happens

Content created in isolation leads to broken journeys, dead ends, or paths that don’t logically guide visitors toward their next step.

How a content audit fixes it

Audits map internal linking pathways so you can connect pages laterally, guide users forward, and direct visitors toward conversion pages that align with intent.

11. Inconsistent publishing and content focus

Why it happens

Ad-hoc content ideas and shifting priorities create a scattered, unfocused library that confuses visitors.

How a content audit fixes it

An audit helps define clear topic clusters and publishing priorities while aligning your calendar with strategic objectives based on performance data.

Ready to get your content back on track?

A content audit is the most efficient way to uncover what’s holding your content back and what needs to change. You’ll walk away with a clear strategy for cutting, improving, and creating content that delivers real results.

Learn more about The Blog Audit and The Website Audit and take the first step towards a stronger, more effective content strategy.