There’s no denying the current climate is difficult for businesses; many companies are operating from home offices or having to downscale operations. At PRG, we have been using the time to reflect on our own marketing; taking the opportunity to try some things we’ve wanted to turn our collective hand to and take up projects we’ve not had the time to previously. This includes offering website audits!
At this time, many businesses who have previously operated face-to-face are looking to move online. If your business already has a website (whether you encourage customers to use it as your primary source of operation or not) now is the time to ask if your online presence is truly working for you. As part of our mission to enhance our offering and help other businesses at this time we are offering free no obligation website audits – simply get in touch to find out more. If you’d prefer to audit a website yourself, our experts have also compiled some information in this blog to help you…
Check your Google Analytics
You may think you know how many orders you get from your website or how many times someone has called you from your clickable phone number but if you have Google Analytics set up check the data to back it up. As well as drawing up a list of things that work well (e.g. your most popular pages, user journeys and demographics) it’s worth seeing what doesn’t work so well. Do you have a high bounce rate? Are people not converting even though you get good traffic?
Make a list and work through the pros and cons methodically. Don’t forget to be mindful of dates – perhaps you had a peak in traffic due to an industry event or social media campaign. Maybe you saw a poor performance across the board during an expected quieter season for the business…work on the things you can fix and prioritise the quick wins.
Check you have Google Tag Manager and Search Console set up
Google Tag Manager and Google Search Console are both useful tools but set up can be time consuming so they’re the perfect things to set up when you have more spare time. For the uninitiated, Google Tag Manager allows users to track specific things on their website such as whitepaper downloads and email address clicks. You can set up an account and tie to your Google Analytics for speedy reporting.
Google Search Console allows you to see some of the key search terms users have typed in to Google to find your website. Set up is simpler than Tag Manager – you’ll need to create an account to get started.
Use an online tool for website audits
Online website audit tools such as SEMrush often offer free trials. Many website audits on the web offer a traffic light system where fixes are identified in order of priority. Fixes could be content based or more technical.
Auditing a website wouldn’t be complete without looking at your content. Think carefully about the content on your website. Think about how you might refer to your company versus how your customers might speak about you. Do some research – there are a number of free keyword tools available including answerthepublic.com. Something as simple as searching online for terms specific to your business and seeing what suggestions come up can help to give you ideas. Try to make sure the content on each of your pages is different. Think carefully about the details when it comes to content: Do you have h2s? Do you have links to external sites as well as linking around your own? Is your title relevant and to the point? All of these things will help you.
PRG is offering no obligation website audits for SMEs to help you make the most of your offering at this time, please contact us for more information.