Is your website ready for 2019? Here’s a simple tool for evaluating your website so you can spot where it needs improving.
As marketers, we should be in a constant cycle of testing and measuring our activities and seeking to make improvements so that we’re ahead of the game. This is equally applicable to your website as it is, say, your PPC campaigns.
A great website has to deliver in five key areas in order to generate the results your business will be looking for. If not, you could be losing traffic and leads/sales.
In order to help evaluate your website, we’ve created a simple free assessment that you can use to check your website against these five key areas:
2) User experience
3) Trust and credibility
It’ll take between 5-10 minutes to complete and, once you’ve done so, you’ll be given a score, having found any key areas for improvement.
Here’s why these areas are important:
This is your first opportunity to capture the attention of your prospective customer or client and help them find what they need.
Confusing home pages will see users leave your website very quickly, so you must ensure that your homepage clearly displays information, is fast to load and gives the user trust in your business.
According to International Organization for Standardization, user experience (UX) is a “person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.”
For your website, this means it works the way the user expects it to and that they can find what they’re looking for easily.
Clunky navigation, information hidden away in layers of additional pages and broken links are all examples of poor UX that will drive users away.
Instead, you need to ensure information is easily accessible, your site structure is simple and your user is never more than 1 click away from the contact page.
Trust and credibility
This may be the first time a user has ever come across your website or brand, so why should a user trust the information you’re giving them? Why should they buy from you?
There are lots of trust messages and signals you can deploy to strengthen your reputation and authority.
Consistent branding on all pages, trust graphics such as security badges and clear copy that avoids marketing waffle will all reinforce your image.
Relevant and up-to-date content, including blogs, case studies and testimonials/reviews will highlight how well you’ve worked with clients, position yourself as an expert and show how your customers feel about your product or service.
By including these indicators, prospective buyers will more likely think you’re a credible business.
Technology continues to develop at a rapid pace, and what might have been the cutting edge in website design and development three or four years ago may be outdated now, so there are a couple of simple checks you can make to ensure that technically, it’s up to scratch.
For example, is your site responsive, displaying differently on mobile devices for the best experience? Has it been optimised for load speed? Customers expect convenience and a great experience on every device, so these are important checks.
You must also ensure your website has been assessed for security vulnerabilities and has an SSL certificate. This too helps reinforce trust and credibility as discussed before.
Optimising your website for search is an activity that will be ongoing throughout the year, but there are a couple of simple checks you can do now that will give you a flavour for whether your site needs some more in-depth SEO work.
For example, has your website content been “marked up” using structured data? Do you monitor organic performance and leads generated from your SEO activity?
Your site should also have been migrated to HTTPS in the past 3 years and your Google search console data should be audited for the last 6 months’ activity.
If this has not occurred, you might want to go further and carry out an SEO Health Check.
Evaluating your website – free tool from Hallam
Try this simple tool to get some insights into where your website needs improving so that it’s ready for 2019. If you would like a more detailed review from our award winning web team please contact us now .