When I first start working with clients (I do business growth consultancy), part of what I do is focus on helping them with their marketing and part of that process involves auditing their website.
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I’m going to talk about the audits that I do as part of the marketing process with clients. I do quite a lot of market research and quite a lot of audits on the business. I do a website audit, I do a content audit, I do a social media audit, and I do an SEO audit. I don’t actually always do those myself. I’ve got people, experts that work with me that help me with those things.
And from those audits, there are lots of recommendations that I can give my clients to help them make improvements.
One of the things that many of us don’t do, including myself is, review our own website, and see if it’s working.
- See if all the links are working
- See if we can actually purchase the products.
- If you sell products, I recommend buying a product and sending it to yourself,
- See what is the customer experience,
- What is the process?
- If you’re using a logistics business to fulfil your products for example, then it’s really interesting to see what happens for your customer.
What would be a fantastic thing to do actually, is to ask a friend or a fellow business owner if you could review their website and if they could review your website in return. And so, basically do a kind of referral system, where you look at their website, and you give them feedback as to things that don’t make sense, or things that aren’t working, or things that aren’t clear, and get them to do the same.
It’s really good to get someone from outside of your business to do that because when you’re in your business you often can’t see the wood for the trees. Yeah, so find a friend, or find another business, and do a little quid pro quo.
A couple of things to think about when it comes to your website is, first of all, it needs to be secure. So many businesses that I have a look at their website, it’s not secure and that’s a really bad sign to Google, and that’s a really bad sign to prospective customers, and to existing customers. Make sure that you’ve got your HTTPS, and make sure your website is secure.
Also, remember that people buy from people, so add that human element to your website. Show some personality. Make sure that people can see who they’re buying from if it’s from you. And also, show some personality if you are a company or a brand.
People do want to buy from people, they want to know, like, and trust the business that they’re buying from. That’s really important. Get that across on your website
Another thing to think about is to make sure that your site speed is not really slow. If your website is loading really slowly, that’s going to also be a bad sign to Google for your search engine optimization. And it’s a really bad sign to users, and users are basically just going to leave, and they’re going to go elsewhere.
Make sure that you have good hosting so that your site speed is good. Another issue can be if you have lots of large images on your website, that can really, really slow down the site. Have a look at that, and if your site is slow, you need to speak to your website agency/developers and ask them if they can help you decrease the sizes of your image, of your images,
You can test your website speed here using Google PageSpeed Insights
Make sure that the homepage is appealing to the users, make sure that it’s very clear what you’re offering on the homepage. Again, so many businesses that I work with, they’ve just got a nice picture or some vague words.
It doesn’t actually say what you do on the homepage. When someone arrives on your website they should feel like they’ve arrived in the right place, you should be talking to your ideal customers. Talk to them in their language, and let them know that you have got the solution for them.
Make sure that it’s really easy to contact you, so have a link to contact you in the top menu bar, or in the bottom footer so that people can find that easily.
I think the main thing to remember is, when someone comes to your website, when it’s your ideal customer, you want them to feel like they’ve arrived in the right place.
- So talk to them in their language,
- Make it very clear what your company sells.
- Include testimonials on your homepage, which is social proof.
- Make it easy for customers to be able to contact you,
- Make sure that there’s a clear call to action on your site, what you want them to do next.
- Do you want them to buy a product, do you want them to book a call with you, do you want them to get in touch, do you want them to read a blog post?
- And make sure that the site is user-friendly, that it’s easy to navigate, that the page speed is loading fast.
Yeah, so my call to action today would be to find a friend, find another business, agree to do a website review. Spend half an hour reviewing their website, and letting them know what’s working, what’s not working, and what improvements they can make, and get them to do the same for you.
If you do find that there are issues with your website and it’s something that you’re not able to change yourself, then obviously just get in touch with your tech team, or you can find people on PeoplePerHour, there are lots of people on there, I’ve used them before. So look for someone with really good ratings, and you can ask them to help you with your issues.
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