Does your business have a website or social media account? Do you know how it is performing? Can you provide reliable data points, comparisons, insights and an actionable strategy based on this information? Even if your answer to all of these questions is “yes,” a web assessment is still necessary to help you pinpoint which strategy elements you are missing. If you answered anything other than a resounding “yes,” then you definitely need a web assessment.
What is a Web Assessment?
A web assessment is an inexpensive method of uncovering more information about your online presence, including not just your website, but also social media accounts and other platforms. You’ll discover what works, what could work better, what doesn’t work, and any opportunities that you might have missed.
Web assessments look at a range of criteria, from on page content, to off page references, to your website code, including:
- Digital marketing*
- Google Analytics
- UX (User experience)
- HTML and CSS
- Website design
- Competitor analysis
A web assessment is a straightforward process, usually involving an initial meeting with the relevant stakeholders in your organization, and any relevant outside stakeholders.
*For our purposes, digital marketing refers to anything and everything digital, from websites to social media to SEM and PPC, etc. According to the Financial Times Lexicon, digital marketing “extends beyond Internet marketing to include channels that do not require the use of the Internet. It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing, and any other form of digital media.”
A Website Assessment Involves More than Analyzing Google Analytics
If your website already has Google Analytics installed, a web assessment can help you maximize its effectiveness. If you aren’t using Google Analytics yet, you should install and set it up as soon as possible. Google Analytics provides a deep well of information. Knowing your conversion rate, bounce rate, average page viewing time, and other key metrics is vital to demonstrating website value.
A website assessment, however, goes beyond analyzing Google Analytics data. It is not simply an anthology of mistakes and underperformance. Yes, it will provide detailed information about what you lack and where you need to improve, but it will also tell you what you are doing right, and ensure that you are armed with the actionable insights that you need to improve your web presence. In this sense a web assessment is both descriptive and prescriptive – moving beyond data analysis into insightful recommendations.
A technical scan is another element of a web assessment that will help your company identify any technical issues with your website or code, including:
- Page speed
- Mobile compatibility
- Technical issues that may affect UX, SEO, etc.,
Once these issues are identified, actionable steps are determined and a strategy laid out. The technical scan will be most relevant to your in-house web master or your web developers. According to Sean Works of Kissmetrics, “40% of people abandon a website that takes more than 3 seconds to load.” With a technical scan you can make sure that yours isn’t one of them.
User Experience (UX)
Ensuring that users have a clear and smooth experience is vital to generate leads and turn leads into sales. User experience considers your website’s:
- Technical aspects
According to the Society of Digital Agencies, “77% of agencies believe that poor website UX is a weakness for their clients.” A web assessment will help you pinpoint the areas of your website that are providing a weak user experience for website visitors.
Does your content reflect the values and branding of your company? Are your products, services and brand story explained clearly and concisely? Is everything up to date and relevant? Is your sales copy compelling? Do call to actions (CTA’s) drive sales?
According to Neil Patel, a leader in the content marketing industry, year-on-year “growth in unique site traffic is 7.8% higher for content marketing leaders compared to followers.” A web assessment will identify areas of strong and weak content on your website, which will help you set out your content strategy moving forward.
SEO, SMM, and other Digital Marketing
A web assessment will provide you with a full breakdown of your Search Engine Optimization (SEO), Social Media Marketing (SMM) efforts, and digital marketing performance, which is important to help your business understand:
- Your performance in organic searches through Google, Bing and other search engines
- How many people you are reaching through social media
- The potential for growth and a strategy to achieve that growth.
In business everything is relative. You may have a great website, but if it comes up short against your primary competitors then unfortunately, great isn’t good enough. In the rapidly evolving world of online marketing you need to stay ahead of the curve. Comparing your website against the competition is vital for building and maintaining a website that delivers a strong ROI.
At the end of your website assessment you should have strong suggestions pertaining to your web content, ‘behind the scenes’ HTML and CSS, user experience, digital marketing, and more.
A web assessment will give you unbiased insight into how your digital properties are performing. No spin, just real statistics, comparisons, and actionable suggestions.Read more >