When was the last time you did an audit on your website? Have you ever done one? Let us ask you another question. If you never evaluate its performance, then how do you know that it is working to its maximum potential and portraying your business in the right way?
As with any aspect of your business, your website needs investment, and we’re not just talking financially. If you want people to find, use and engage with your site then you need to take the time to ensure that it is operating correctly and saying the right things about your company.
A website health check will give you professional insight in to the performance and potential of your site. It’s an opportunity to identify issues that could be adversely affecting your marketing and sales.
Here’s a brief overview of the things that a health check can help you with:
Optimising your website’s performance is crucial to increasing traffic, improving conversion rates, generating more leads, and increasing revenue. For example, best-in-class webpages should load within 3 seconds. Any slower and visitors will abandon your site, reducing conversions and sales. Likewise with the page size. The heavier the page, the slower the loading time. For optimal performance, try to keep page size below 3MB. Other factors, such as page requests, re-directs and browser caching, could all be adversely affecting the performance of your site and preventing users engaging with your content.
Which brings us neatly to content. Think about the tone and clarity of your message. Do people know what you do in seconds? Do they understand what page they’re on and what it’s about? Do they understand why they should buy/subscribe/download from this site instead of another? And do they know what to do next? Good call to actions should be clearly identifiable and look clickable. Cut out any confusion.
Are you adding value? Remember that the quality of your content is key. Whether it be in the form of white papers, eBooks, videos or blog posts, relevant content of good quality will produce better results.
Good design is not just about aesthetics; it’s about enhancing the user experience and boosting engagement. The design of your site should strike the balance between looking professional, functioning well, and communicating the personality of your brand.
Think about the consistency and placement of navigational and brand elements. Is the sizing of your logo and font appropriate? Can people get to the information they need quickly and easily? Could you commission some photography instead of using stock imagery and give your site a bit more of a branded feel? The layout of the site should be clear, consistent and engaging. Fine details like well-designed links, call to actions, roll-overs and breadcrumbs can really give a user a good experience on your site and be the difference between them buying in to your product or not.
Everybody’s website is mobile responsive now aren’t they? Well, no, they’re not. Traffic from mobile devices is growing fast. Optimise your website for mobile or you’ll miss out on valuable traffic, leads, and revenue. Responsive design gives you a bump in search rankings for searches on mobile devices too. But remember, there is a difference between a truly responsive website that is optimised for viewing and use on mobile devices, and just making something work on a mobile phone! People should get the same great experience regardless of the device they are using to access your site. Usability is key.
When it comes to SEO, make sure that your website is easy for users to discover and easy for search bots to understand, with better page titles, headings, and meta descriptions. Page titles should be no longer than 70 characters in length and not repeat keywords. Meta descriptions should be no longer than 155 characters in length and should be relevant to the page. Heading tags should distinguish headings from core page content and your sitemap should help users navigate your site quickly and easily.
Also, consider your social media integration. Feeds from Facebook or Twitter are good sources of dynamic content and can push traffic towards your site. Social content is also a good opportunity to showcase the personality of the brand and engage with your audience.
It’s always good to benchmark against competitors and be aware of trends in your industry. Of course you need to be true to your individual brand, but it’s good to know what others are doing well. Which keywords are they ranking for? Do they have a blog or downloadable resources? Which social networks are they using and what are their most-shared pages? What are their key call to action across the site? These are all pertinent questions that will help you gain an insight in to what works well within your sector and help you get an edge on your competition. If you’ve been paying attention to the points we’ve listed, then it’ll be your site that the competition is benchmarking against!
A thorough health check will cover all of these points and more, providing you with recommendations to improve performance and engagement across your website.
For your FREE website health check, email us at [email protected] and we’ll have your website fighting fit in no time!