Whilst it may not seem like the most exciting task to carry out, auditing is a necessary chore for any business - but is a website audit worth the cost?
Auditing. A word that fills none of us with joy or anticipation, and is often something we leave until the very last minute.
Let’s be honest, auditing isn’t the most exciting task to carry out, but it is something that every business needs to carry out in order to remain organised, and on top of your finances.
Yes, although it’s not exciting, auditing is essential, and a website audit is no different. But, with website audits often costing anywhere between £300 and £3000, is a website audit really worth the cost?
In its simplest terms, a website audit is a complete analysis of your website; breaking down and inspecting the factors that determine your website’s position and overall visibility in search engines.
Although a website audit comes in the form of a report - whether print or digital - a website audit can give us so much more than a table of statistics. A website audit can give you concrete information on:
Where you can improve: by analysing not only the amount of traffic you get to your website, but also where that traffic lands, an audit can provide real and tangible indications of what areas of your website are working for you, and what needs improvement.
What you’re doing well: audits aren’t all doom & gloom, and focused on the things you need to improve (i.e. the stuff you’re not doing well); audits can give you a really precise idea of what you’re succeeding at, and what you need to do more of in order to keep those sales rolling in.
What search terms you should be using: by analysing all your online data, audits can show you what visitors are searching for when landing on your site, and what search terms are most popular and relevant to your field - enabling you to tap into this, and increase your organic traffic.
Your site’s load speed: it’s all very well improving your website; updating the content, and using carefully selected search terms to drive increased traffic to your site, but if your website is slow or won’t load properly, all your hard work will go to waste as your visitors won’t be able to see it, and will inevitably become bored & frustrated with waiting!
Broken links and pages crawlers can’t crawl: although you may not want search engines to read every single page of your website, the more information they have, the better their understanding of your website, and the higher your ranking in relevant search results. If for some reason search engines can’t crawl lots of pages of your site, it will be penalised, and your rankings will fall. Similarly, if there are lots of broken links on your website and pages your visitors can’t access, search engines will pick up on this and lower your ranking; on top of many irritated visitors who can’t find what they’re looking for, go elsewhere, and don’t come back.
Internal & external duplicate content: search engines are becoming increasingly intelligent, and can tell when businesses are being naughty with their websites and pinching content from other websites or cutting corners by using the same content on different pages. Sometimes, you won’t even realise you’ve done it! But it will have a detrimental effect on your search ranking, and your user experience; visitors won’t want to see the same content across your site - they’re there for new, informative, and useful information.
Where you’re missing crucial [technical] architecture: in a rush to build a new webpage or get a blog published on your site, it’s easy to overlook things like meta descriptions and alt tags, but these are the crucial, technical things that will help your website get found - and a website audit can help you identify where things like this are missing.
When considering the question: is a website audit worth the cost?, we also need to take into account what you do with the audit once you have it: what use is all this information if you do nothing with it?
Arguably the best thing about a website audit is the ability to take the information discovered, and put it into action.
A website audit gives you the ability to learn from your visitors, and improve your activity; providing you with the basis for a data-driven, highly intelligent, and targeted marketing strategy you know will work for you.
In a nutshell, a website audit can lead to a myriad of benefits to your business, such as:
Improving your search engine ranking
Increasing your traffic
Improving your overall online visibility
Enhancing your user’s experience
Increasing your site’s load speed
And, to round up, what do all these benefits amount to?
An increase in online sales.
So, when wondering whether a website audit is worth the cost, consider this: do you want to increase your sales? If the answer is ‘yes’, then yes, it most certainly is.
To start your journey to increased sales, contact us today for your website audit.
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