The amount of stuff wrong with the average company website is flabbergasting. And I'm not just talking about those free DIY websites. Or the ones designed by low cost, low talent developers. Or even the ones that some agencies pretending to understand digital best practices charged way too much for.
As someone whose job it is to stay on top of current industry best practices, I can tell you that the rate at which the criteria changes is often overwhelming. And so, I'm even talking about the sites that solid firms like Trivera may have built for you a year or two ago.
Thus the need for regular, in depth site audits. If done correctly, those audits take a look at the following barometers of website health:
1.) SEO. The algorithms that search engines use to determine whether a site comes up on page 1, 10, or not at all, change weekly. While Google uses dozens of specific criteria to determine where your site comes up in searches, the overarching consideration that it uses now is whether or not people "like" your site. A significant number of people who come to your website may not.
A professional site audit will help identify the things that may be preventing you from getting the SEO rank you deserve. Correcting those issues will be the key to appearing above the fold on page one, the only place where meaningful click-throughs happen.
2.) Content. Your website communicates specific things to specific site visitors. To human visitors, it provides the necessary information to reinforce your brand's value proposition, spoken in a voice that reflects your brand personality. To the indexing spiders the search engines send to your site, it gives them information they need to determine whether or not your site will come up when certain keywords are searched for. The trick is crafting content that will do both.
A professional site audit will evaluate the effectiveness, readability, clarity, necessity, depth and formatting of all your content (text, graphics, tags, video, and supporting files).
3.) Page Design and Layout. People have conscious and subconscious expectations of what every website needs to have, and where...and how...it needs to be displayed. If it’s not right, they won't like it. It's bad enough that Google will penalize you for that, but even worse, if people do find your website, they'll be less likely to do business with you.
A professional site audit will help identify whether your site measures up and what needs to be done to build and strengthen your brand relationships.
4.) Device-Dependent User Experience. With mobile device web usage predicted to surpass desktop/laptop usage, it's critical to have a user experience that is equally rewarding and easy to use for all your visitors regardless of device. Just scaling your desktop site to display on a smartphone with navigation too small to read on tiny displays and buttons designed for mouse clicks, not fat fingers, drives mobile visitors away.
A professional site audit will tell you if you're getting, and capitalizing on, the amount of mobile traffic that you should be.
5.) Conversions. The goal of your website is to attract and convince potential customers to do business with you, and if possible even facilitate the transaction. A website that makes your brand hard to identify, your message unclear and transactions hard to execute prevents that.
A professional site audit identifies those barriers and obstacles so they can be removed, allowing your website to be a revenue generator, and not just an expense.
6.) Security Vulnerabilities. The web is teaming with hackers and crackers who find their identities (and their fortunes) in locating and taking advantage of websites they can exploit. Their methods include creating fake login screens to steal credit card, bank and personal info, and even using those hijacked sites to send the thousands of spam emails that send the unwitting there to be fooled
A professional site audit will be able to gauge how likely your site is to be used to trick people into using your site to give their money to crooks.
These are just some of the items that a professional site audit does for your digital presence. Just like it's impossible to effectively proof-read your own copy, it's also impossible to perform a complete and effective audit on your own site. Site audits are one of Trivera's core competencies. Virtually every site can use a talented set of eyes like ours to take a look at it through the above lenses, say "yikes," and get it on the road to success.
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