What if your website is holding you back from achieving success?
What if it’s preventing you from taking advantage of all the opportunities available to modern business owners?
What if it’s costing you money, or worse yet, customers?
You could be in this situation and not even know it. On the other hand, you may think that your website is fine because there are no apparent problems.
But what about things like load time, conversion rates, and website errors? Are they impacting your bottom line without you realizing it? The truth is that a website audit can reveal these issues and more. It can also help you make (and take) data-driven decisions to improve engagement, conversions, and reach!
If any of this sounds concerning to you, then keep reading. This article will walk you through the basics of website audits and show you how to get started.
Enhanced User Experience
One of the main goals of any website is to provide a great user experience. User experience (UX) is the overall reaction to your site. This includes everything from how easy it is to use to how visually appealing it is.
A website audit can help you identify and fix any issues that prevent users from having a positive experience on your site. Hence, it will be easy to identify areas where you could improve usability. This, in turn, can lead to increased engagement and conversions.
An enhanced user experience also means that your visitors can easily find information on your site without struggling. Consumers prefer shopping on well-designed and easy-to-navigate websites.
Greater Visibility and Reach
A website that’s well-optimized for search engines enjoys greater visibility and reach. This is because it appears higher up on SERPs, making it more likely to be seen by potential customers. That’s because most users click on the first websites that appear in their search results.
This means that if your site ranks in the top three, it’s likely to receive a high number of organic visitors. Additionally, a well-optimized site also enjoys greater reach. This happens because users are likely to share its links on social media.
Optimized Keyword Distribution
Optimizing your site’s keyword distribution is essential for better SERP rankings. Keywords are industry-related phrases you use to help your target audience find your website. Search engines may find it challenging to know what you are selling without proper keyword optimization.
For example, your keywords should appear in:
- The URL
- The introduction and concluding paragraphs
- A header
- The web page’s meta description
- Image alt tag
- Your body text
Through the audit process, you can collect data about which keywords are being used on your site and how effectively they’re being targeted. You can then use this information to optimize your site for those keywords.
A well-optimized site for keywords enjoys better rankings and attracts more traffic.
Insight Into Website Traffic
Through the audit process, you can collect data about where your visitors are coming from, what devices they’re using to access your site, and what pages they’re visiting. This information can help you make decisions that will ultimately improve your site’s traffic.
You can also use the data to determine which marketing campaigns generate the most website visits. Also, you can figure out which pages on your site aren’t working well and make changes to them.
Improved Search Engine Rankings
Another benefit of website audits is that they help improve your site’s search engine rankings. This happens because the audit process enables you to identify and fix any errors on your site that may be causing it to rank poorly in SERPs.
Keep in mind that a website’s position in search engine results pages (SERPs) is a significant factor in its success. Studies have shown that the first result on a SERP receives almost 39.6% of all clicks. Hence, improving your site’s search engine rankings can significantly increase traffic and leads.
Additionally, it can help you achieve a higher ROI on your marketing efforts. That’s because the data you collect from the audit can be helpful in your search engine optimization strategy.
Identifies Technical Issues
The audit process also helps identify any technical issues with your website. Website technical problems can lead to a poor user experience, resulting in site abandonment.
Some of the most common website technical issues include:
- Website loading time
- Broken links
- Problematic landing pages
- Poor site design
- Coding errors
- Mobile-device incompatibility
- Site crashes
- Inaccessible content
All these factors can lead to a decrease in website traffic and conversions. A site audit helps you identify and fix these issues. This helps ensure that your site runs smoothly and does not experience downtime.
Additionally, it will help protect your site from hackers and other online threats. Many small businesses today face a lot of cyber security issues due to technical errors in their site’s coding.
Identifies Site Usability Issues
A website that is not user-friendly can lead to users abandoning it. That’s because users are likely to leave a site that is difficult to navigate or does not meet their needs.
Some of the most common usability issues include:
- Having too many steps before visitors can make a purchase
- Complicated checkout process
- Tiny text and other functional elements
- Incorrect or irrelevant information on web pages
- Poorly designed websites
- Unclear navigation
- Non-responsive design
- Poor error handling
You can collect data about how well your website performs from a usability standpoint through the audit process. Then, you can use this data to make changes that will improve your site’s visibility. Doing so will help keep visitors on your site longer and increase your site’s conversion rate.
Pinpoints Areas for Improvement
If your site isn’t getting the amount of traffic it should, there could be an underlying problem. Fortunately, auditing can help you identify areas where you need improvement. Such enhancements may include:
- Improving website loading time
- Optimizing site design
- Adding more relevant content
- Making changes to the checkout process
- Creating a mobile-friendly version of your site
- Developing an effective site navigation
- Ensuring that all web pages are accessible
The data collected through the audit process can help you make these changes and improve your site’s performance. For example, if your website isn’t mobile-friendly, you are likely losing a significant percentage of your target audience using mobile devices. But through a website audit, it’s easier to find out if your site is mobile-compatible or not and fix it.
Focuses on Content Issues
A site with poor-quality content will not engage users. It can actually have the opposite effect. Users are likely to leave a site that does not offer them any value.
Some of the most common content issues include:
- Duplicate content
- Irrelevant information
- Incorrect information
- Poorly written content
- Outdated information
You can collect data about your site’s content through the audit process. You can then use this data to make changes to improve your visibility. Doing so will help keep visitors on your site longer and increase your website traffic.
What Does a Website Audit Entail?
A website audit is a process of evaluating all aspects of your website to improve its performance. This includes analyzing everything from design and content to usability and marketing effectiveness. In simple terms, a site audit helps you figure out how search engine friendly your website is.
You can collect important data about your site’s performance through the audit. Then, this data is analyzed to help you understand which areas of your site aren’t working.
To make intelligent decisions about your site, you need to look at the data. You can do this by taking a data-driven approach to website audits.
How Often Should You Audit Your Website?
The frequency with which you should audit your site depends on the type of website and how often it changes. For example, an annual audit will likely be sufficient if your site is static and does not change often.
However, if your site is dynamic and changes, you may need to audit it more often (e.g., every three months).
No matter what frequency you choose, be sure to document the findings of each audit so that you can track progress over time. These findings can help you identify negative patterns in your marketing strategies.
Which Website Audit Tools to Use
Site audits often consider all the factors affecting a site’s visibility and ranking on SERPs. An audit is a complete analysis of the site and its overall traffic. For this reason, it’s essential to use the right audit tools.
Fortunately, there are numerous website audit tools available on the market today. Some are entirely free, while others require a subscription fee. Below are some of the most common website audit tools to use:
Google Analytics is a free website analytics tool offered by Google. It allows you to collect data about your website traffic and business performance. For example, you can collect data such as:
- How many people visit your website?
- Where do they come from?
- What pages are they most interested in?
- How long do they stay on your site?
You can also use Google Analytics to identify website errors, such as broken links. Getting started on Google Analytics is quite simple. All you need is to create a free account, and you can start collecting data about your business immediately.
Google Analytics also comes in different levels of complexity, allowing you to collect as much data as possible.
Search Engine Optimization Tools
SEO tools are software programs that help website owners improve their search engine ranking. In addition, they collect information about your SEO efforts and help you figure out what needs to be done.
Some of the most common SEO tools include:
- Raven Tools
Each tool has its own set of features, but they all share one goal: to help you improve your website’s visibility and ranking on search engine results pages (SERPs). In addition, some SEO tools help with website audits and may also provide detailed information about competitors’ websites. This information can give you an edge in your marketing strategies.
Heat maps are graphical representations of website user activity. They show you where users are clicking and scrolling on your website. This information can help you understand how people interact with your website content.
You can use heat map tools such as Crazy Egg or HotJar to collect this data. Create an account and add the tracking code to your website. Once the data is collected, you can view it in a variety of reports, including:
- Click Map
- Overlay Report
- Scroll Map
- Motion Report
The reports generated by these tools can help you understand which areas of your website are most popular or least popular with website users. You can then use this information to improve your website’s layout and design.
Website Traffic Analytics Tool
Website traffic analytics tools help you understand where your website’s visitors are coming from. This information can help improve your website content and marketing strategies.
Some of the most popular website traffic analytics tools include Alexa and SimilarWeb. Each tool offers different features, but they all provide data about website visitors, including:
- Where they come from
- What websites refer to yours
- How does your website compare to others
- Which social media platforms are sending the most traffic your way
You can use this data to improve your website content, design, and marketing strategies. Auditing your website is an essential step in improving your online success.
Using the right web traffic analytics tools allows you to collect data about your website’s traffic, conversions, and reach. This information can help you make data-driven decisions that improve user engagement.
Are You Ready to Start Your Website Audit?
Performing a website audit is one of the most valuable things you can do for your business. It should be a part of every business’s marketing strategy. Site audits can help you discover and repair any problems that slow you down or prevent your site from performing well.
Furthermore, it improves your site’s visibility in search engines, resulting in increased revenue. Therefore, if you don’t conduct regular audits, you should start now.
Do you need some help with your digital marketing strategy? Contact us at Online Marketing Muscle, and we will help you create an easy-to-use marketing system.