Benefits of a Website Audit for Your Business

You have come up with a brand new website with the hope of increasing traffic. There is a team of experts working with a set target ahead of them. The senior management expects quick results given the enormous amount of resources have been spent. The KPIs to measure success are in place. But how will you judge whether it is performing to its full potential? Only setting up KPIs will not suffice. The team must also check whether there are any gaps in the website – be it on-page or off-page factors. Hence, you will need to periodically undertake a website audit and plug the gas, if any. Let us have an overview of the benefits arising out of periodic checks.

 

Periodicity of the audits

 

It is a good idea to check the health of your site periodically. Being proactive will help to bring traffic, but what should be the frequency of such tests? It is not ideal for testing it frequently as nothing significant will come out.

 

Ideally, you must do the website audit every two or three months. But it will also depend on industry trends and significant algorithm updates.

 

Usability and Responsiveness

 

Your website needs to be responsive and allow ease of use for mobile users. Most of the internet search is done through a mobile device, and search engines use mobile responsiveness as a criterion for rankings. You need to check whether it is adhering to the mobile responsive best practices.

 

A complicated design and too much content are other strict no-nos. The navigation should be easy for the visitor with search engines paying particular attention. Research states that 57% of users will not recommend a business with a poorly designed website. (Source: Sweor)  The web pages should inform the visitor upfront about what the content on the page. It is possible only through an intuitive design.

 

While undertaking the audit, you must ascertain whether the visitors can quickly navigate to the value propositions. Also, check whether pages are too cluttered.

 

Loading speed

 

Checking the loading speed of your website is essential. Ideally, the website auditor must check it every three to four days. And how fast should it load? Around 47% of the respondents to research said that they expect the web pages to load within two seconds. While approximately 64% of them believed the web pages should load within four seconds. (Source: Quick Sprout)

 

While checking for loading speed, you may be led to the other errors. It could be large image files, or that the site needs cleaning up of the CSS or HTTP. Various free sites can help you in checking the loading speed, and GTMetrix is one of them.

 

Website Audit

Content assessment

 

You must undertake a periodic content audit of the site. It will help you evaluate the content vis-à-vis the prevalent best practices and address any inherent problems in the content. While you may use the online audit websites to do the work for you, it is suggested you do the audit through an expert.

 

The audit needs to cover whether any visitor will be provided with the possible answers to their queries on the page. Do we need to make changes to the suggested keywords? Has the content on the page created by keeping in mind of the buyer personas? Is the content optimized according to the proposed keywords? The audit must check the responses to such queries too. Your team must make changes to the content, as suggested by the outcome of the review.

 

SEO optimization

 

Undertaking website audit SEO is critical. You must check whether it is adhering to the on-page best practices. Keyword research is the best way to start your SEO audit. Checking the ranking for specific keywords against your competition will allow you to know about the critical problems.

 

Assess the performance of the keywords that you are using. Using analytics, you must find out the performing keywords. Then you need to make an informed decision about what to do with the non-performing keywords. Also, ensure that there is no keyword stuffing in the content. Through the website audit SEO, you must also check whether the other SEO essentials like the URLs and the meta tags, page titles, etc. are adhering to the best practices.

 

Rate of conversion

 

Most conversion on the website is carried out through the call-to-action (CTA) buttons, the forms or through the chat bots. For the CTAs and the forms, the landing page is the primary source of truth. The landing page provides the necessary information about your portfolio and also gather demographic and contact information about the prospect.

 

While auditing the site, you must also assess the rate of conversion of the landing pages. Are they keeping the visitor engaged through the content? Are the chat bots competent enough and can respond to the queries from the visitor? What offers can I add on the landing page? The response of the audit must answer these questions to improve the conversion rate.

 

Technical Assessment

 

While undertaking the website audit, you must rope in your IT team or an IT expert to help you with the technical evaluation. The free sites can help you, but it is ideal for roping in a specialist website auditor for this purpose. You must also check for any broken links as it can adversely hamper ranking. Finding out the 404, 302 errors are signals that something is wrong. Also, flash is disliked by search engines and need to be flushed out and check for any remnants of JavaScript too. The robots.txt and the sitemap help the search engines to crawl and review the site. While doing the audit, also check for duplicate content and undertake canonization of the site too.

 

What can you expect after the audit?

 

On completion of the audit, the website auditor may suggest some changes. It gives you an insight into the actual status of online marketing through the website. You must ensure these changes are carried out at the earliest. The main objective is to provide visitors can search for it and receive the information they need. Periodic audits will keep the site agile and aligned with the best practices of the search engines.

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