For many organizations, website content grows organically over time. Pages are published, campaigns are launched, links are added and slowly, outdated content and broken links begin to accumulate unnoticed.
At ACEVO, this realization became a turning point.
We spoke with Heloisa Righetto, Comms and Content Lead at ACEVO, about how Askem helped her regain control of content lifecycle, eliminate broken links, and build a more strategic approach to website management.
Discovering the hidden problems
It started with a simple question on their website:
"Is this page useful for you?"
The answers were eye-opening.
"We had a few people saying, ‘No, there’s nothing on this page. This is old.’ And we were like, ‘Oh my God, I didn’t even know this page was still live on the website.’"
That moment revealed a larger issue: outdated pages were still publicly accessible and no one internally had a clear overview of the full content landscape.
From reactive fixes to structured content planning
Before Askem, one of Heloisa’s biggest challenges was keeping track of content lifecycle, broken links, and external links.
"We realized how many old broken links were on our website, and we needed to fix that as soon as possible, because that was causing problems."
After implementing Askem, things changed significantly.
"Now I have a plan for every piece of content that goes on the website."
ACEVO introduced a structured process:
- How long should this page stay live?
- Does it need updating every few weeks, months, or years?
- When was it last updated?
- Does it still serve a purpose?
Heloisa began mapping the entire website and systematically questioning every piece of content.
"It’s about really questioning the things you put on your website."
Understanding what members actually experience
Another major uncertainty was whether users, especially ACEVO’s members, were finding what they needed.
"We didn’t know if our website users were finding what they wanted to find. That’s what first brought us to Askem."
While ACEVO had previously asked members for feedback directly, it wasn’t the same as seeing real behavior data.
"It’s not as real as when you check the Askem dashboard, the heat map, people telling you if they found something interesting on the page, if it works, if links are broken."
Instead of assumptions, ACEVO now works with concrete insights. The data informs content strategy, priorities, and ongoing improvements.
"It’s real information that you can use to start building your content strategy."
A recommendation for the charity sector
Heloisa sees particular value for communications professionals working in charities and membership organizations.
"I would definitely recommend Askem, especially for colleagues who work with website content in the charity sector. It gives you a real impression of how users are checking your content."
Her final verdict?
"Super useful. So go for it!"
For ACEVO, Askem has transformed website management from reactive maintenance into proactive, insight-driven content strategy.
