You’ve evaluated each social media option and determined which ones are best for your business, but what about that website you’ve had for years? What is it doing for you? Are you keeping it updated? What pages are popular with your visitors? Let’s take a look at a five-step website audit you can use to know if your site is working for you.
1. Check Your Analytics
The best way to see how visitors are using your site is to install and review analytics. With analytics you are able to see how long a visitor stays on the site, if they are new or returning, how many pages they visit, what the popular pages are, how they’re finding your site, and more. That may seem like a lot of information, but it takes the guessing out of the game when it comes to site performance.
You may think that you’re really driving people to your Contact Us page, but it may turn out that your About Us page is the most popular and people are not even getting to the Contact Us page. Or perhaps people are getting to your site from Google search, but leaving after 15 seconds on the homepage. These situations can help guide you on what content to refresh and how to make your calls to action more clear.
2. Refresh the Content
The content on your website is a selling tool, so keeping it fresh and updated is key. If you are showing the exact same pictures and information that you were when the site launched, why should a visitor come back? Make a plan to update the images once a month or once a quarter. A new image on your site on a regular basis gives the site a fresh look when a visitor returns, rather than seeing the same image over and over again.
Text content may not change with the same frequency as images, but updating a welcome message could be enough to show that your messaging is evolving and you are keeping things up to date. Another idea for fresh content would be adding a blog. If you do not have the ability to update the main content of your site, a blog is a great way to add fresh content and show what you know.
3. Refine and Amplify Calls to Action
What is the point of your site? Generating leads, selling your services and/or products, or validating your existence? Whatever it is, your site should have clear calls to action and be easy for the visitor to follow and navigate. If you want them to contact you, don’t bury the contact form five pages into the site. Keep it simple. Maybe the contact form is right on the homepage or perhaps it is in the menu with different-colored text or background. Regardless of what you do to draw the visitor in, make sure it’s clear what action you want them to take.
4. Review the Look & Feel
Do your social platforms and website tell the same story about your business? Is the look and feel consistent throughout? You may have a great following on your social platforms, developing strong relationships with your fans and followers. But what happens when they click over to your website? Does it give the visitor the same impression? Or is it corporate and sterile? Keep the experience of your social platforms and website consistent. This is who you are online. You don’t want one platform to change the overall impression of your business to a potential customer.
5. Interconnect and Integrate
Finally, make sure you leverage the connections between each of your platforms. Use your social accounts to drive visitors to your site. Whether they are integrated into your content, a part of your navigation, or both, be sure to connect them. This helps visitors who may not know you well, quickly connect with your brand and start engaging on these social platforms.
How does your website measure up? Are there other criteria you use to evaluate your organization’s web presence? We’d love to hear in the comments below.