We’ve talked before about your company’s website being the front door to your business. A flaw in this analogy, however, is that with an actual front door, it’s easy for you to look out the front of your building and see that people are stopping to look. Over time, you can add up the number of people who come right to the front door but don’t come in. If you’re bold enough, you can even go and ask them why they didn’t come in. This isn’t possible with your website, unless you make a habit of peering at people’s computer screens. (For the record, most people don’t like that sort of thing.)
If you’re paying attention to your analytics, you can develop a hunch on whether your website is doing its job. With your actual front door, you can bring in experts to help make it an inviting space that catches people’s attention and communicates who you are. For your online presence, these same principles are accomplished through a website audit.
What is a Website Audit?
Auditing a website means breaking it down to every individual part and making sure each one is as it should be. For some websites, this produces a list of actionable items to help bring a poor-performing site to a successful level. For others, it produces a very specific list that can take a good site and push it over the top. Often, the results of the web audit highlight three things that can be the difference between people walking past and people coming in: site speed, clear communication, and modernizing your Search Engine Optimization (SEO).
When it comes to your website, slow and steady does not win the race – fast and reliable does. As the world adjusts to 4G internet speeds and constant connections, waiting for a page to load is not on many people’s priority list. If your website isn’t performing, it will be left behind by your customers.
Your website could be slowed down by dozens of potential factors – poor hosting, bloated content, excessive image size, bad coding practices… just to name a few. A thorough web audit can not only define what the exact problem is, but can also show you what is needed to fix it.
Give the People What They Want
You know what your business is about. You know what your audience is looking for when they come to you. Is your website doing a good job bridging the gap?
Everything on your website should have a specific job: getting your audience closer to converting and driving business. If you haven’t taken the steps to clearly state the following, then you are leaving potential business on the table.
- Who you are (through Schema.org markup)
- What is on your site (through a clearly defined sitemap)
- What you want people to do (through defining and leading people towards a measurable conversion)
Get with the Times
Google owns the formula of how it ranks the Internet, and is not afraid to use its bully pulpit to dictate major changes in how we build and optimize websites.
Sometimes, these changes are subtle and aren’t noticeable except by SEO professionals like us. Sometimes, however, these changes represent a major change in direction for anyone seeking to perform well in Google’s index. Link stuffing, guest blogging, meta keywords, and mobile-only sites are all victims of Google evolving the Internet and SEO. If your website hasn’t kept up with the ever-changing times, it’s likely you’re being passed by your competitors or, worse, actively being punished by Google for out-of-date standards.
After receiving your website audit, you’ll have a map to bring your site up to date. Besides making your site easier and more enjoyable to use, this modernization will also put you in the good graces of the major search engines.
Even if you feel your site is performing well, you still might not be hitting your maximum. With a full website audit, you can learn about everything needed to take your best salesperson from good to great. If this sounds like something you want for your website, let’s get started today.