The Importance of a Website Audit
Have you taken a good look at your website lately? Once a website is up, we often ignore it unless a problem comes up.
Taking Care of Your Main Online Sales Tool
This is a big mistake. Your website is your main online sales tool and works for you twenty-four hours a day, seven days a week. You want to make sure it is working at peak efficiency for you.
There are many items to look at in a complete website audit, but where should you start? What do you need to look at?
Just like taking care of a physical office, you have to do basic housekeeping and sometimes some maintenance to keep everything in good shape. Think of your website in the same way.
You have to make sure your website runs properly and your visitors get what they need for the site to work for you.
It can be overwhelming to figure out what you should be concentrating on, so we’ll look at some of the elements in smaller bites.
Here are the top 3 items to review monthly for your website audit:
1 – Website Speed
You have on average 3 to 5 seconds to capture and keep someone’s attention when they land on your site. If your website takes too long to load, your prospective visitor has already moved on. As well, the search engines (Google, Bing, and others) rate the speed of your site when they measure where to rank you in SEO (Search Engine Optimization).
Google’s tools are free and GTMetrix gives you the basic reports for free. These reports give you great insight, an easy-to-understand score and advice on what needs to be fixed or improved.
Some items are simple and you can do yourself and some you will need a developer or agency to help get it done (we never recommend playing in the code, if you don’t know code).
2 – Mobile-friendly Websites
In 2017, 80% of North American internet users, searched primarily on their smartphones and business can’t ignore the impact of that on their customers online experience if their websites aren’t mobile-friendly. Impact breaks down some helpful statistics on what users are doing with their phones and how that experience is affecting their choices.
Two ways I recommend you test this for your website:
The first is a free tool from Google (Google Mobile-Friendly Test). Google makes it very easy to understand what they see when they rank your site and how it will appear at first glance on a mobile device. The Yorkie Times example was pulled right from the tool.
As well, it will let you know if there are issues you should be taking a look at to improve or fix.
And the second, feedback from your team, your friends, family and, most importantly, your visitors. A tool can never replace people’s real experience on your website. Ask them to check on their phones and let you know if they can easily read the site and move around on it. It is much better to find out something needs improving from people you already have a trusted relationship with than lose business because you didn’t know.
3 – Marketing Call to Action
We all want visitors to get to our website, but we don’t just want them to visit, we want them to take an action to become a customer or a new lead. It may seem like an obvious thing, but as we already believe in our businesses, sometimes the obvious gets missed. Look at your site and ask yourself these two questions.
- Have you told your visitors what you want them to do?
- Have you made it easy for them to contact you?
These questions are good ones to add to your mobile-friendly feedback as well. Don’t make your visitors work too hard to figure out what should come next. Tell them about the special, the service, the great thing they need to know and make contacting you a click of an ‘easy’ button. If they have to work too hard to figure it out, you may well lose them to another business that has made it easier for them.
If you make these part of your monthly schedule, it will become a natural part of taking care of your online marketing and lead generation and keep your site up-to-date.
If you need help with any of these items, feel free to book a free consultation with me or download our full website audit checklist below.
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Founder & CEO of ThinkFlame, Shelly Patrick, trains individuals and companies to understand how their marketing affects their sales conversation and how to integrate marketing into their yearly plans for consistent growth.