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How to Perform a Website Audit

In today’s fast-paced digital era, the first impression a potential customer will have of your company will come from your website. If it’s not up-to-date or maintained properly, that negative first impression can be tough to change. To ensure your website remains a powerful asset for your company, it is essential to conduct a website audit regularly so you can identify and fix any potential issues that could affect its performance – and ultimately, your brand’s reputation. Here are a few key things to consider when auditing your website:

1. What are the Goals of Your Website?

Determine the purpose of the website and clearly identify the target audience you’re trying to reach. Be sure to understand your website’s goals, whether it’s to generate leads, sell products, or provide information.

2. What’s Your Site’s Structure?

Review your website structure, including navigation menus, URL structure, and internal linking. It’s important that the website’s structure is logical and easy to navigate for users and search engines.

3. Is Your Website Visually Appealing?

When it comes to your website, looks really do matter. Be sure your site has a fresh, updated design with consistent brand elements on every page. In addition, your website’s design should complement all your other digital and traditional branding and marketing efforts to create a cohesive brand image across all types of media.

4. Check the Speed

Ever been on a site that takes forever to load? How did you feel about the company after that? Website speed is a crucial factor for user experience and SEO. Try using website speed tools such as Google PageSpeed Insights, GTmetrix, or Pingdom to analyze website loading speed and identify potential speed optimization issues.

5. Analyze All Content

Look at everything. Text. Images. Videos. Other media. All of it. Be sure the content is relevant and engaging for the target audience. Keep updating and adding content often as Google really likes this. And watch out for duplicate content, missing headlines and sub-headlines, and pages with little content as those are things Google does not like.

6. Check Security

This one is key. Website security is vital for user trust and search engine ranking. Review the site’s security protocols, SSL certificate, and other security features to ensure the website is safe for users. If your site is on WordPress, make sure to update your plugins and themes regularly.

7. Pump Up the SEO

SEO is the name of the game these days. Take the time to review the site’s SEO performance – including on-page optimization, image alt tags, page key phrases and meta descriptions, backlinks, and keyword rankings. Invest in SEO tools like SEMrush, Ahrefs, or Moz to analyze your website SEO performance.

8. Check the Usability

Take a close look at your site’s usability. Things like mobile responsiveness, accessibility, and user engagement are critical. It’s important that your website is easy to use and accessible to all visitors, regardless of their device or disability.

9. Create an Action Plan

Based on your website audit findings, create an action plan to address any issues you identify. Then prioritize those action items based on their impact on site’s performance, user experience, and SEO efforts.

We get it, performing a website audit can be a time-consuming process. But imagine the alternative. What’s the cost of your potential customer having a bad experience on your site? Take the time now to identify and address potential issues that can impact your website’s performance, user experience, and search engine ranking. Then do it again every quarter. You’ll find they will get easier and faster each time you do it.

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