10 Parts of a Web Site Audit

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 Content Evaluation: evaluation of static and dynamic content

localized marketing Localization: effective targeting of a local/area market to position you as local area expert

lead capture Lead Capture: where your web site is using effective/ineffective lead capture tools for converting leads

SEO Search Optimization: gaps and opportunities in search engine optimization

user experience Usability: structural evaluation (organization, layout, navigation) and intuitiveness

web design Design: what areas of design could use more attention

mobile design Mobile Presentation: iphone and ipad evaluation (e.g. adaptive, responsive features)

marketing channels Web Integration: gaps and opportunities in integration with the social web & other marketing channels

website audit Functionality: gaps and opportunities in functionality

social media 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.

Daniel DiGriz

Daniel DiGriz is a corporate storyteller and Digital Ecologist® at MadPipe, which provides creative direction, marketing leadership in marketing, and campaign direction for firms that want a stronger connection with their audience. A Digital Ecologist® applies strategic principles from both natural and digital ecologies to help organizations thrive across multiple ecosystems. Daniel hosts podcasts, speaks at conferences, and his ideas have appeared in Inc, SmartBlog, MediaPost, Forbes, and Success Magazine.

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