A website is much like the Golden Gate Bridge… always being maintained!
As a B2B company, your website needs to work hard! It has to help reinforce your brand values, tell your story, support demand generation, and also deliver leads. It needs to be a well-oiled machine – and well-oiled machines require continuous optimization. A comprehensive web audit is a powerful tool in this process, both to uncover any untapped potential and any issues that need to be solved.
Improved lead generation
A web audit can reveal issues in your plumbing – your actual conversion funnel. For example, an audit might show that your contact forms are too long, discouraging potential leads, or it might identify better placement for call-to-action buttons.
Enhanced user experience
The audit can uncover navigation issues that might frustrate users and result in high bounce rates. It might reveal that important information is buried too deep in your site structure, for example, or that key target segments are not guided to relevant information. An audit can also identify opportunities to improve your mobile experience for on-the-go professionals. Reorganizing the navigation and improving internal linking can help solve for these issues.
Increased search engine visibility
A web audit typically includes an SEO analysis as well. This might reveal opportunities to optimize for valuable keywords your competitors are missing, or outperforming you on. It could also identify technical issues holding back your rankings, such as slow page load times or missing meta descriptions. Fixing these can boost your visibility in search results.
Improved brand perception
Your website is the window to your brand and needs to provide consistency in both brand messaging and visual identity. An audit can help uncover any inconsistencies to correct, or opportunities to up-level the visual experience.
Content quality and engagement
The web audit will evaluate the relevance, accuracy, and engagement level of your website content, as well as recommend how to improve on your existing KPIs. A deep-dive in analytics can reveal surprising insights, such as a particular blog post that’s driving a lot of conversions, or a page with an unusually high exit rate. This information provides input for your content strategy and prioritization of content efforts that provide the most impact.
Competitive edge
A comprehensive web audit usually includes competitor site reviews and helps provide an understanding of how your site compares to “the rest of the pack”. The audit can reveal gaps in your competitors’ offerings or content. Gaps that represent opportunities for you to differentiate your offering and identify topic areas where your expertise could shine. It can also capture and solidify UX best practices in your industry.
Security improvements
Security is paramount, especially for enterprise tech companies handling sensitive data. Regular audits can significantly reduce your company’s risk profile and enhance your reputation as a secure and trustworthy business. A technical web audit will scan for known vulnerabilities in your website’s code, plugins, APIs, database, and servers. It can also detect outdated software that might have security flaws, and will examine the security of integrated third-party tools and services. Further, the audit checks if your site is using HTTPS protocol and if SSL/TLS certificates are up-to-date and properly implemented.
A website is much like the Golden Gate Bridge… always being maintained! You always have to optimize, tweak, update, and refresh your website if you need it to be a demand gen machine. A web audit is the first (of many) steps towards keeping it operating at its peak.
Ready to transform your website?
- Contact us for an initial consultation at info@skona.com.
Want to read more?
- How Snowflake created a demand gen machine.
- Building a demand gen website for Liveramp
- Sköna services
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