Businesses must continuously evolve and adapt, to cope with changing internal and external influences. And as we come out of lockdown in the UK, there is a lot of fluctuation across many industries, which offers an opportunity to review and improve your company’s marketing campaigns.
It is currently a highly beneficial time to audit your marketing activities, especially your search engine optimisation, paid advertising and social media campaigns. This can help to refocus your business goals, review your position in the marketplace as things get back to a new sense of normal and devise a strategy to take advantage of the current opportunities. It is also important to take a fresh look at your website content to check that it reflects the way you are now doing business and that it is engaging, fresh and relevant.
iMarketing Website Audits
A full website audit from iMarketing provides you with a clear and comprehensive road map of how to effectively improve your digital presence and target your desired audiences. Our digital marketing audits can help provide answers to the questions below:
- Who are my website visitors? What are their interests? What questions do they need answering and how can I meet their needs? Am I getting enough visitors to achieve my sales objectives?
- How long do visitors stay on my website? Do they complete my business goals i.e. ask for a quote, make a purchase, subscribe to my newsletter. What pages are they looking for?
- Where does my website traffic come from? Are people actively searching for my business? What words do they search for?
- Who really are my competitors? Who are my website visitors comparing my business with?
- Are there key periods of the year to focus on – i.e. is there seasonality in my business?
What to Expect from our Website Audits
- Identification of desirable keywords to help your website be found by customers looking for your products and/or services.
- Analysis of website traffic sources and behaviours.
- Website speed test and improvement suggestions.
- Mobile experience test and improvement suggestions.
- Evaluation of current marketing activities and their effectiveness in achieving your business goals.
- User experience analysis on your website – evaluation of the navigation, clickable elements and user journey.
- Review of your Home Page and your key landing pages with conversion rate recommendations.
- Identification of the most popular pages on your website and potential content. opportunities
- Analysis of website branding, including visual collateral and tone-of-voice improvements.
- Technical review of user behaviour tracking on-site (e.g. Google Analytics, Facebook Pixel).
- Review of current digital marketing capabilities and processes.
Why Audit my Website?
Effective websites that meet the needs of your customers are an important tool in driving customer acquisition and retention. As business goals change, your website should evolve to meet those goals.
By auditing your digital marketing presence, just as you would do your business strategy, you can ensure you are spending your time and investment on the areas of the website that bring the biggest rewards. Analysing content which is popular, as well as those which have lost favour, can give insight into what your visitors are looking for and how their behaviours have changes. A shift in website user behaviour and visitor numbers can influence and provide the evidence for the direction of your business takes in the near future.
The algorithms used by search engines, such as Google, are constantly evolving to better serve their users as their needs change with the seasons as well as with external influences, such as those resulting from the Coronavirus pandemic or a change in personal circumstances.
Search engines have become very sophisticated over recent years, with the immense increase in voice search arising from the wide adoption of smart speakers such as Google Nest and Amazon Echo. It’s no longer the case that website content stuffed with keywords will do the job – in fact, it’s likely to cause your website to be penalised by search engines.
At iMarketing, we’ve built a reputation on creating content that consistently ranks highly in search results for relevant keywords that drive conversions for our clients.
It takes more than good content to get your website featured by the search engines. Search engines are still simple creatures and they need to be told what is important on your website and where they should go. An audit will help identify any weak areas which may mean search engines are not correctly interpreting your website or easily navigating their way through.
An upside to improving your website for search engines is that it will also improve the likelihood your paid search ads will be shown, as the quality of your website is a ranking score along with a number of other factors.
Search engines now take a mobile-first approach when selecting which websites to return for a given search term. They also favour websites which have high page load speed as users are quickly frustrated by slow-loading web pages. Your website needs to meet these requirements to ensure it ranks well for your desired keywords and creates a positive experience for new and returning visitors.
A digital presence has become increasingly important of late; it has been predicted that the Coronavirus pandemic has propelled the adoption of online services, such as home grocery delivery and online retailing, by as much as 5 years. A consideration must also be given to the way consumer activity has changed, with a shift away from shopping in person and eating out at restaurants, and a shift towards takeaway delivery apps and streaming entertainment services. And although we are now reaching the end of national lockdown 3, it’s hard to imagine there will be a massive return to how we all used to live. Now is the perfect time for businesses to review their online capabilities, how they can be adapted and what should be added into the mix to remain relevant to end consumers.
Contact us now for more information on our professional website marketing audits and to request a quotation.
