The Google algorithm update brings us one step closer to more relevant search results. There are still some secrecy behind exactly how Google evaluates a website and ultimately determines which sites to show for which search queries.
A Website Audit is an examination of page performance prior to large-scale search engine optimisation or a website redesign.
The Benefits of a Website Audit
Before we dive into the things you should be keeping an eye out for as you’re auditing your website, let’s review some of the benefits of doing one.
Website audits usually evaluate a site not only for its content, but also for its technical performance.
As a result, an audit will give you a chance to inspect the robustness of your website’s technical framework and infrastructure, assess how friendly your website is to search engines and determine how easy it is for users to navigate and intuitively find content on your website.
By conducting a website audit, you’ll be able to identify any missed SEO opportunities and remedy any misguided or poorly executed SEO pitfalls throughout the content of your website.
It will also allow you to re-focus your SEO efforts on users first and search engines second. This will safeguard you from constantly chasing changes to search ranking algorithms, meaning you won’t be applying misguided practices to show up in the top of the search engine results pages.
Website audits enable you to re-evaluate the effectiveness of your website in terms of lead generation and conversion.
As a result, you’ll be able to spot any previously overlooked opportunities to convert visitors into leads so you can add relevant CTAs as well as identify deficiencies in your landing pages so you can optimise them to boost conversions.
Assessing both the content and technical aspects of your website will open up opportunities to drastically improve the traffic and conversions your website generates.
There Are 4 Assessments To Make When Auditing Your Website
You should focus on how users navigate your website; from your homepage to blog posts, to landing pages and any related content in between. Is your website optimised for maximum usability?
The more visitors you can attract to your website, the more opportunities you’ll have to generate leads and ultimately, customers. But only if your website performs well.
Just having a website does not guarantee results. As part of determining the overall efficiency of your website, your audit should check to make sure your site is designed with your visitors in mind.
The design and overall navigability of your website should correspond with what a person would come to the sit to seek out, such as more information on a business-related topic, resources, product/pricing information, testimonials, etc.
How’s your website speed overall?
Are there excessive page sizes and or long page load and server response times? Does your site go down frequently? Sit speed can be impacted when image files are too large or HTML and CSS needs to be cleaned up. Fast-loading and optimised pages will lead to higher visitor engagement, retention and conversions.
Optimising the performance of your website is crucial to holding onto visitors, but the above question isn’t the only one you should be asking. You should also audit the content you’re publishing to ensure it’s actually solving your visitor’s problems.
Is your website content high quality?
As you evaluate your content your quality, think about it from your target audience’s perspective. Did this information answer all my questions? Does it give me all the resources relevant to this topic?
Keep in mind quality content should appeal to the interest, needs and problems of your buyer personas; be interesting and well-written, provide valuable, thorough and detailed information about a particular topic; and leave the reader with next steps like CTA.
While high-quality, search engine optimised content is a great way to boost your traffic numbers, it’s what happens once those visitors are on your website that really counts.
Is your website optimised for lead generation and conversions?
This is where optimised calls-to-action, marketing offers and landing pages play a major role in the performance of your website. Not only do they offer you opportunities to capture visitors’ information so you can follow up with leads, but they also keep your visitors engaged with your content and your brand.
Once you’ve addressed the three primary goals of a website audit, it’s time to loop in a developer or someone from your IT department for a technical evaluation.
You could also hire an agency!
Keep in mind there may be some carry-over from the three assessments above – website performance, SEO, and conversion rate. The technical evaluation, however addresses all three to maximise the user-experience (UX).
Website audits aren’t easy, especially if you’re not totally tech-savvy. For more info, contact us today!