Here's a Website Performance Checklist to Kick 2020 Off Right
No need to abandon all hope if your New Year’s resolutions have already fallen by the wayside. You can still pledge to get the most from your website in 2020. This website performance checklist can help.
None of these topics are particularly sexy. Nor are they likely to have the kind of top-line impact (read: massive increases in revenue) that lead to promotions and bonuses. But they can save you a ton of pain and regret throughout the year. And without a doubt, they will make those revenue-spiking initiatives that much more successful.
Having your domain blacklisted is nobody’s idea of fun. Because there’s no “Undo” button, once you’re in trouble, it’s time-consuming to get out. So, it is well worth reviewing your site’s security to ensure that no evil lurks in the heart of your coding.
Check your traffic logs and firewall settings to make sure you’re still keeping as much malicious activity off your site as possible.
If your site is custom coded, confirm with your developers that the code base is being updated regularly to guard against malware and other attacks. (Even fully customized sites generally rely on code libraries or frameworks that can be the target of attacks.)
If you use a commercial CMS, do a similar check with the vendor. It can be helpful to also do a web search for “[my CMS name] vulnerabilities” and other phrases to find reports of attacks.
An open-source CMS requires a similar review:
- Do you have the most recent version installed?
- Are all of the plugins, modules, widgets, and other helper programs up to date?
In all of these cases, you should be on a regularly scheduled maintenance plan with your development team. Now is the time to make sure you have the most appropriate level of protection.
Don’t forget the basics. A quick review is all that should be required to make sure that your registrar and hosting accounts are secure and your domain name and SSL certificate are in order and not at risk of cancellation. If you host internally, review server access to eliminate the chance of former employees making mischief.
That’s a lot to keep track of and understanding your responsibilities can be overwhelming. Given the potential fines involved, this is not an area where you want to take all of your advice from a marketer, coder, or (ahem) digital strategist. Be sure to have a knowledgeable lawyer review your privacy policies and practices.
Making websites accessible to people with disabilities is an area that has grown in importance over the past 18 months or so because of an increase in legal actions, even though the relevant regulations aren’t new.
The good news is that building new websites to be accessible isn’t particularly difficult, nor is maintaining that accessibility as new content is added. Both require an understanding of the requirements and a shift in approach.
The story is not quite as rosy for bringing existing sites into compliance, which tends to be more labor-intensive. Adjustments may include changes to branding and in-depth review of content (image alt tags, for example), as well as less visible coding changes.
There are a number of excellent assessment tools that can help you get an understanding of the effort required to make the site compliant. But a deeper, manual scan will also be required to uncover everything.
Finally, don’t forget to review your analytics. This is one area that just may uncover insights that can lead to revenue growth that and a move closer to the corner office, though more likely those improvements will be incremental.
- Compare statistics year-over-year to see where you’ve improved and where performance has fallen off.
- Determine whether your mobile audience is growing or holding steady. (It’s probably not shrinking.)
- Review traffic sources to see how visitors are finding you. That can guide adjustments to your marketing efforts.
You may be doing quite a bit of this on a monthly or quarterly basis as part of your marketing efforts. Still, it’s worth it to expand beyond that scope to look at broader performance and strive for continual improvement throughout 2020 and beyond.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")