Your website is the face of your business. It’s the go-to point for potential customers, clients looking for help and other businesses looking for partnership opportunities. Whether you’re looking to redesign your site or not, you should regularly conduct a website audit to ensure your message still rings true and relevant to those visiting it.
At its most basic level, the goal of a website audit is to identify the pages and content that need improvement to better generate visitors, leads and customers. At the end of this task, you should have a solid idea of what needs the most attention.
Here a few steps to take when conducting a website audit for your business:
- Create a web map. How is your site laid out? Make a chart mapping out every page and its function to get inside a visitor’s journey. It will give you a holistic view of how your website operates, and you’ll be able to recognize any pain points that need fixed.
- Catalog your site’s existing content. Is content outdated, inaccurate or missing? Is it all written in the same voice and tone? Page analytics are a good starting point too; Low engagement or conversion rates flag a page’s inefficiency. At the end of this exercise, you’ll know which pages you need to focus on revamping.
- Grade your website’s visibility. Is your site effectively reaching search engine crawlers? Look at your site from a technical perspective in terms of page indexes, title tags, meta description tags and internal links to see if it’s truly reaching its SEO potential. This part will be time consuming, but is essential if you want excellent website performance and high traffic.
- Conduct a visual audit. Because our digital world is so design-focused, it’s essential your site and its visual elements are consistent, modern, represent your brand and strike customers. Look at your logo, color palette, background and header images, icons and fonts—when put together, it leaves an impression every time. (Remember that any changes to these qualities will need to be copied on social media accounts and any branded physical materials.)
P.S. If you’re looking for tools and external apps to use, check out Crazy Egg to find problem areas with heat mapping technology or UsabilityHub to focus on design and navigation. There are a ton of resources to get you the valuable information you need.
Don’t let the word “audit” scare you away from performing a check-up on your website. Remember you always have help on your side with PR Unscripted. Feel free to ask us more about the process or partner with us to get your website back up to its peak performance. Happy auditing!