Have you ever had a website audit performed on your site? I don’t mean in a scary way like in an IRS kind of way. Have you ever had anyone go through your website and give you an objective view of what they see on your website from the readers point of view?
It’s ok if it was your sister, best friend, or the guy at the car wash. They could probably tell you if you misspelled a bunch of stuff, or if that one picture of that puppy was super cute. You can always use another set of eyes on your stuff.
I am talking more in terms of a Website Conversion Audit.
What Is A Website Conversion Audit?
A conversion audit focuses on SEO, content, design, social media integration, and if you have an online store, the checkout process. I’m talking about some professional peeping on that site. Someone that is really more interested in conversions, sure they can point out those errors as well. But they focus on the good stuff. The things that they see that need tweaking to turn your site visitors into paying customers.
You need someone to look through all your pages, check out your offerings and let you know why you have 4,987 visitors a day and zero sales. Is it your website copy? Is it clear on your home page what you are offering and how I can get some of it?
Are you using google analytics, facebook pixels, and all those other nifty trackers to see what people are looking at most often? What about the pages and posts that no one is looking at, are you checking those? Are you then spending the bulk of your attention on what appeals to your readers?
For the pages and posts that people aren’t looking at, if that is important to your business message, profits, etc., you need to fix it. If it isn’t important, stop wasting time on it.
Let’s face it SEO is important! I mean if they can’t find your site none of this matters right? You need to optimize all of your pages and all of your posts if you want to rank in the top pages of Google. You need the right keywords and you need to use them effectively (don’t just stuff them in there). But you also need people visiting your site, and staying on your site for Google to give you that top billing.
What About Social Media?
Social media channels are a great way to drive traffic to your site. You should use all of your branding (i.e., logos, colors, tone) on your social profiles. Always share your blog posts on your various social channels like Pinterest, LinkedIn and your Facebook business page. This works if you are selling a physical product, digital product, or a done for you service. If you have a Youtube channel, you can share the links to your videos as well and drive traffic to both YouTube and your website.
How Do I Know What Matters?
Well my simple answer is if it makes you money, it matters. If you are not getting traffic to the areas of your site that highlight the things that make you money, it matters. You need to find out why your target audience is not looking at these pages/posts. Maybe you are putting out great content and tons of people are eating it up, but no one is buying anything.
You need to find out why? Are you offering enough value to let them know that you know what you are talking about? Have you made it clear how they can work with you? Have you made it easy for them to contact you?
Do you need additional help with plugins, optimizing your website speed or functionality? You can schedule a call here and we can talk about how a website audit can help you.