Your website is the digital face of your business, and its performance is essential for driving traffic, leads, and conversions. Auditing your site helps spot issues that can make it less user-friendly or hurt its search engine ranking. The first step is to create a checklist of things you want to examine on your website. These can include technical performance, SEO, content, and design.
One of the most important aspects of auditing a website is the user experience. If users need help accessing or navigating your site, they won’t stick around. When designing for UX, it’s a good idea to start with in-depth user research and feedback. This will give you a clear understanding of the needs and priorities of your users, which will help you decide what elements are essential to focus on. You should also ensure your site is optimized for mobile devices, as this is a growing part of the internet ecosystem. This will help improve your page load speed, a critical factor in user experience and SEO rankings. You should check the loading time of your website using tools such as WebPagetest, First Input Delay (FID), and Time to Interactive (TTI). These metrics measure the time it takes for a page to load. For example, if a page takes 2.5 seconds to load, it’s a good indicator that the user is experiencing a poor user experience.
Search Engine Optimization (SEO)
Search engine optimization (SEO) can improve a website’s performance. This involves making small changes that seem like minor improvements. Still, when combined with other SEO strategies, they can significantly impact your site’s user experience and search rankings. First, you need to analyze your competitors’ keywords and backlink data. This will allow you to identify keyword opportunities and gaps you can capitalize on. Next, you should evaluate your site structure to ensure it’s optimized for search engines. This means ensuring that pages are internal-linked and have an easy way to find each other.
The conversion rate is one of the most important metrics to analyze when auditing a website’s performance. It tells you how effectively your public-facing content converts visitors into customers or lead-gen subscribers.
Conversion rates are also an essential metric for measuring the effectiveness of your paid advertising and SEO campaigns. They are based on the percentage of visitors who complete a desired action on your website, such as purchasing products or signing up for a free trial. Your conversion rate depends on many factors, including your industry, niche, goals, traffic channel, and audience demographics. However, a “good” conversion rate falls between 2% and 5% across all industries.