Website Performance

web performanceBefore we get 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. Here are some of the top benefits from a marketing perspective:

  • Improving Website Performance: 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.
  • Enhancing SEO: By conducting a website audit, you’ll be able to identify any missed SEO opportunities and remedy any misguided or poorly executed SEO pitfalls (e.g. keyword stuffing, exact match anchor text links, etc.) 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 just to show up in the top of the search engine results pages (SERPs).
  • Improving Conversion: Finally, website audits enable you 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, and you’ll be able to identify deficiencies in your landing pages so you can optimize them to boost conversions.

Web content technical

As you can see, assessing both the content and technical aspects of your website will open up opportunities to drastically improve the traffic and conversions your website generates. Now let’s talk about what you should specifically be checking for in this two part website audit.

In the first part of your website audit, you should be focusing on the content housed on your website, from landing pages, to blog posts, to any other web pages on your site. Make a list of the pages on your website, and ask yourself the following questions to evaluate them for content optimization opportunities.

As you evaluate your content for quality, think about it from your target audience’s perspective. Did this information leave me satisfied? Did it answer all of my questions? Does it give me all the resources relevant to this topic? Do I know what to do next?

Don’t Forget

Keep in mind that quality content should appeal to the interests, 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 (such as calls-to-action, links to resources, etc.).

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 does its job well. As I’m sure you can imagine, 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 site to seek out, such as more information on a business-related topic, resources, product/pricing information, testimonials, etc. This will largely depend on your individual business. The main goal here is to make it easy for people to get to the information they’re looking for. As a result, you’ll likely see conversion rates improve on their own.

Proper Auditing

To audit your website for usability, consider the following:

  • Are all the main value propositions of our business easily accessible via our main navigations/menu items?
  • Do we have a simple yet intuitive website design and page layout? Make sure pages aren’t too cluttered; littered with ads, CTAs, or links; or void of internal links altogether.
  • Are your conversion paths and/or shopping cart or checkout processes intuitive? Are there a ton of distractions along the way that could be creating friction for your site visitors?

To audit your website content for maximum conversion potential, ask yourself the following questions:

  • How many marketing offers do I have in my content arsenal to gate behind landing pages?
  • Do I have a variety of marketing offers that appeal to all my different buyer personas?
  • Do I have any landing pages/conversion forms on my website to begin with?
  • How optimized are those landing pages ?
  • Do I have conversion opportunities for visitors in varying stages of the funnel ?
  • Am I using calls-to-action effectively? Am I missing opportunities to include calls-to-action on various pages of my website?.”

We already talked about site structure as it relates to accessing content and usability for users, but it’s also important to make sure your site structure is optimal for search engines. If pages on your site are not internally linked to from other pages on your site, those pages are less likely to be indexed.

This can be done through various methods that can include everything from robots file and tags, to sitemaps. These measures are a way for you to guide search engines toward your website’s most useful content.