As the online face of your organization, your website is typically the first digital touchpoint customers have with your business. For this reason and more, your site needs to relay information, attract new customers, and communicate your company's brand identity and competitive advantages quickly and effectively. While most businesses realize this value of their websites, many fail to invest the time and/or resources to engage visitors and increase conversion rates.
One quick and easy way to attain these goals is to do periodic, internal website audits. They're a great way to monitor and optimize your overall Web presence by investigating the design, development and online marketing features of your site. Each phase analyzes elements that play into site performance and help identify any problem spots. Once complete, you'll be able to deliver a fine-tuned, integrated online brand experience to each and every visitor.
When doing your audit, look for these three warning signs to determine which areas need some fixing:
1. Your Content Management System Is Too Complicated
No website is ever complete, as its content must be constantly optimized and updated to ensure the information remains relevant to new and returning visitors. However, if your content management system (CMS) is too complicated for employees to use, it'll only result in less frequent updates and an overall stale website experience. Ask employees their opinions of your CMS. If it's a constant struggle for them to work with, it might be time to make a switch.
2. Your Website Leaves Visitors Wanting More
The main purpose of any website is to interact with and engage visitors, especially those who do business with your company on a regular basis. But if customers can't find the information or tools they need, they're only going to leave your site angry and frustrated—decreasing how often they frequent your site and how often they do business with your organization. To prevent visitors from always leaving wanting more, make sure you're, first and foremost, providing users with the content they want, and second, creating a streamlined navigation and search system allowing visitors to access information quickly.