Website audits are often overlooked in the world of web marketing. Yet they are almost as important as posting your content on the web. These audits are usually left to summer interns or temporary employees with a few extra cycles. With the increased focus on the web and the amount of web content growing exponentially having scheduled intervals for website audits has never been more important.
There are a number of levels to a website audits. At the most basic level an audit can consist of making sure pages load correctly in a variety of browsers and that videos play and graphics load. At the most advanced level, website audits can include page metrics, page download speed checks, use of ALT tags and advanced SEO audits.
When trying to decide what you want to audit on your site you have a variety if checklist items to choose from. I think the following items should be included in any website audit.
Meta tags
Check the meta tags for each page that you are auditing. Ensure that you have your title tag, keyword and description properly completed. This is a good time to review any keyword changes you wish to make and ensure you are using a often searched term. If you do change your keyword, don't forget to optimized your page text for the new term.
Page Content
Check your web copy to ensure that if you are using dates that any "old" material is either updated or renewed. There is nothing more disconcerting for users than to navigate to a page only to find references to "new" items that have a date associated with them from the last decade. Remember that for something to be news implies that it is new. You should consider removing content that is more than 6 months old and any case studies that are more than 18 months old.
It is also a good idea to use an ALT tag when you have graphics on your pages so that search engines or other applications have a description of what graphic is posted.
This is also a good time to make any changes to the design of your pages; use metrics to ensure that you making data driven decisions about any page changes. Your page should be useful to the visitor first and foremost.
Making pages visitor friendly also includes using short blocks of copy that are easily scanned. Some editors suggest using paragraphs with no more than 300 characters and a maximum of 1800 characters per page.
Update any old photos or graphics that are not in line with your brand.
Ensure that there is a main purpose for your page and make sure that the action you expect the user to take is prominent on the page. Know and understand what you want the user to do and ask for it by making that the easiest task on the page.
Performance
Use an application to measure page download time. Ensure that your pages can be downloaded quickly. Don't underestimate the importance of page that can be downloaded quickly. Page download time can greatly affect the numbers of visitors who download and stay on your pages.
Check for broken links on your page and fix them immediately.
Summary
Site audits can keep your pages relevant and well used. The first steps in getting started with a website audit are choosing what to audit and creating an audit schedule. With these two items identified you are ready to get started A page that is up-to-date and focused on the visitor's task is often a rare find on the web today. Reward your visitors with a visitor focused page that is current and relevant.
Let me know your thoughts around website audits. Let's share our ideas and create a really good checklist.
Some good sites and website audits;
One example of a website audit checklist;
http://www.groundspring.org/training/presentations/session-6-5.pdf
This site has a list that addresses a number of the important categories;
http://www.internetmarketinggroup.com/website-audit.html
Fairly complete website audit checklist;
http://www.kelie.com/services_analysis.html
