Website auditing involves analysis, maintenance, update and improvement of the content to keep your site vibrant and potent. Websites are really just open, online documents. Particularly if you’re using them for trading, they’ll need regular, even constant updating. You’ll inevitably make changes to information within the pages, even if it’s as simple as just changing the prices on your product pages. And they need change. If your business is growing, diversifying or doing something different or new, you’ll want your customers to know about it.
Repeat visitors will notice either way, and how they interpret the change, or lack of it, affects their perception of your business. If they only interact with you through your site, if that’s their window into your world, do you want to be seen as stable and reliable, or dynamic and pro-active? Do you want them to see the same thing every time they visit, or do you want to constantly offer something new?
Do you get feedback from customers about your site? How do you respond? It’s very valuable information if you can get it from visitors or customers, but there are also analytical tools available to check how people are using your site, which give an insight into how you can present things more effectively.
Things are also changing externally to your site, things that directly affect it’s performance. The search engines are constantly shifting the goalposts regarding SEO to try to keep up with site designers who “cheat” with their application of SEO, in an attempt to give users the results most likely to satisfy the search phrases they enter.
The pay-per-click ad providers are receiving new subscribers every day, some of them are paying for the same keywords you use. Some of them may be willing to place bigger bids than you. And if they do bid higher, and if their pages are written better than yours, down the search results pecking order you go. Which may take you off the front page and down as low as…….well, it depends how actively you monitor and track your ads, and how soon you know about it and respond.
If you’re busy running your business, it’s easy to lose track or maybe not pay close enough attention to all the things that go together to make a website thrive. Which is why we offer website auditing among our services. There are many levels within a full audit, and your needs may depend on your level of involvement in the maintenance of your site, but among the things we do are:
- Take a close look at your site to analyze it’s visibility to your target market (it’s SEO). We do this by auditing your web records to check the effectiveness of your keywords and phrases.
- Find out what your competitors are doing with their campaigns and compare them to yours.
- Suggest keyword strategies for both organic and PPC SEO to maximize your click-through rates.
- Refresh your content copy and increase it’s power to hold the attention of visitors and sell your products.
- Recommend a program to monitor your traffic and your keywords.
Whether you use organic (free) SEO, or pay-per-click advertising systems like Google’s Adwords, and whether you do it yourself or sub-contract it externally, website auditing is necessary to pay attention to the response rates to your keywords and phrases, and to what existing and new competitors are doing in your market. We can advise you how to do it, or you can allow us to monitor it, report back to you, and make the necessary changes. For a free quote on an audit or any other website management services, hit us here.