What is website analysis, and why should you do one?

By Jorisse G | Friday, 7 July 2017

Many small businesses make the mistake of having an "if you build it, they will come" approach to their websites. But the key to fully taking advantage of what the internet has to offer is to ensure that your website is able to convert visitors into real leads, constantly. And what do you need? Website analysis.

Analysing your website goes beyond simply ensuring that everything works as it should. There are a lot of reasons why you should do it, and here are some points you should consider:

Clear and relevant content

When it comes to getting more customers, you need to make sure that the information you provide is enough. Through website analysis, you'll be able to see if your website provides good descriptions that are clear and relevant.

Don't make your customers think; make sure they readily "get it" – including what benefits your service or product can bring them. Your website should be constantly updated with fresh content to make sure it stays relevant.

Mobile-friendliness

Being mobile friendly is critical if you want visitors to find your site. Analyse your website using Google's mobile-friendly tool to find out if you are on the right track. Remember that if you miss out on this, the search giant could be blocking you in more than half of searches from potential customers.

Good calls-to-action

A call-to-action is necessary so your site visitors know exactly what they have to do next. These should be stated clearly on each page. By doing this, you'll lessen the tendency of prospects to hit the back button because they don't know what to do on your site.

Gathering leads

Your website can be a gold mine for leads when you invest time, effort and resources in developing it to its full potential. Analyse whether your website has an option for capturing these leads once they come in.

One way of implementing an effective lead capture form is to give value in exchange for of visitors contact information. People can hesitate to give out their contact details, such as an email address, so make sure you give them a good incentive to do so. A useful free trial or a sample product in exchange makes them more willing.

Optimisation

One question you should ask yourself during website analysis: is your site optimised with all the necessary tags for on-page optimisation? Have you included relevant keywords in your title tags? Other things you should take into consideration include heading tags, alt attributes and Meta descriptions.

Analytics

Have you installed analytics software on your website? Google Analytics is a great place to start, plus you get a lot of help to use it. Analytics helps you determine what works and what doesn't. It's a valuable tool in understanding people's activities on your website, including the pages they visit, how long they stay, and the actions they take on your site.

Blog and social media

Your online presence isn't complete without a blog or social media. Blogging offers a great opportunity for you to get more leads and improve your ranking. Your blog should be updated at least once a week with relevant and interesting content.

Linking your social media accounts is your way of keeping instantly connected with customers and prospects. Some may think social media is separate from their website, but in truth they are more of an extension. Furthermore, you'll be able to get more visitors to your website through social media.

Through website analysis, you'll be able to look at these different elements and keep your website aligned with your business goals. You'll be able to determine weak and strong points, and which areas you can improve on to make sure your website is performing at its best.

Determine the information that you need for your website analysis and get moving on it. Once you've completed your checklist, you'll be left with the important data you need to move forward and make your website stronger.