Before you lift a finger overhauling your website, get an audit to avoid wasted effort and money, and a site that won’t do what you want. A web site is a marketing platform – it should exist to support your overall marketing plan. Here is a checklist of ten things you want to include in a basic audit:
Content Evaluation: evaluation of static and dynamic content
Localization: effective targeting of a local/area market to position you as local area expert
Lead Capture: where your web site is using effective/ineffective lead capture tools for converting leads
Search Optimization: gaps and opportunities in search engine optimization
Usability: structural evaluation (organization, layout, navigation) and intuitiveness
Design: what areas of design could use more attention
Mobile Presentation: iphone and ipad evaluation (e.g. adaptive, responsive features)
Web Integration: gaps and opportunities in integration with the social web & other marketing channels
Functionality: gaps and opportunities in functionality
Social Presence Evaluation: each of your social profiles – what’s missing – what’s right
You might need more than a basic audit. After all, ideally your web site is a marketing platform, not just a static presence on the web. The focus should be less technical and more about the marketing opportunities being missed, so you can seize those and make your site a launchpad, a base of operations, to start attracting an audience.
For a marketing-focused web site audit, contact MadPipe, and make your site work for you while paying for itself.
