So you had a website designed a while back. It’s functioning well for the time being so you can just relax. This is a two sentence horror story that will scare the living daylights out of any SEO specialist.
Websites are like children: they need constant supervision and monitoring. If you leave them as they are, you will be in the equivalent situation of a child crossing a busy intersection. As a business, you need to review your website’s performance and remain abreast of the ROI. Regularly monitoring and tracking KPIs allows one to determine what steps need to be taken to increase website discoverability and conversion.
If people don’t see you, they won’t know you’re there. And if they are not compelled to make a decision, you will have no revenue. This is where a website review comes in. It is an analytical and detailed report which highlights the major areas of your website for improving visibility and performance. Here are some questions you must ask when reviewing your website.
1. Does it reflect who you are as a company or business?
How well does your website introduce your business to a first time visitor determines whether they will do business with you or not. In context of a website review, the first question a visitor will ask is “who are you?”, followed by “what do you do?” . And if you are selling something, they will also ask you, “Why should I trust you?”
These questions must be be answered across the entirety of your website, from your logo and website theme to the tagline that your page has. Your message should be clear and concise enough to describe what you do as a business within seconds. The About Us/Me section should be there to help visitors learn more about you.
2. Is it easily accessible?
This has to do with the performance of website, especially the loading times. Shorter loading times increases visitor retention. Keep loading times to a minimum by using Scalable vector graphics and avoiding flash. Using flash in general is also a big no no, as it doesn’t allow the discovery of content, or allow backlinking, among others. It may have been better in the initial days of the internet but HTML5 has made it just about obsolete.
3. Does it have Relevant Content?
Does your content add value for your visitor? Was it created to empower your customers or help your target audience make better decisions? Unless you are consistently offering valuable content for your customers, you will lose traffic and fail to qualify leads.
If you are only creating content for targeting the SERPs, without keeping the needs of your visitors in mind, then you will only experience higher bounce rates. No one wants to see an article that doesn’t make a lick of sense, or fails to give them value for their time. Furthermore, the bots and crawlers of Google are becoming creative and will penalize you for badly articulated content.
4. Is it easy to navigate through?
The navigation menu should be easily accessible A rule of thumb is that more than 7 clickable items will confuse the visitors. The logo itself needs to be linked back to the homepage as an internet user’s first instinct is that the logo will take me to the home page. Your menu should clearly highlight the steps that your customers can take on your website.
Assess the actions that are important to your business. Do you want your customers to request a demo, check your services, read your blog, visit the resource page, contact you, etc.? Arrange the menu accordingly. But keep it simple, and avoid excessive sub menus.