If you haven’t yet audited your website for search engine optimization and conversion performance, it’s time to take these steps.

What is website auditing / website analysis?

Website auditing in short means that

You will examine the current performance of your website with your business goals in mind.

Website analysis shows you whether the structure and operation of your website is correct or not. At the end of the process, you will also get a comprehensive picture of what you can do to improve the performance of your website.

Key benefits of a website audit

  • A website audit provides an opportunity to assess how effectively your site is serving your goals. In the process, you can explore some options to help you convert your visitors into customers.
  • A website audit allows you to map the technical performance and server infrastructure of your website. You can assess whether your website is properly search engine optimized. You can also learn more about how users navigate your website and how seamlessly they find relevant information.
  • Website audit provides an opportunity to detect and correct errors related to load speed, SEO and content.

That is, ultimately

Website auditing helps you increase your website traffic and improve your conversion rate.

1. Navigation

You need to structure your website navigation so that the average user can find and learn the information they are looking for on your website as easily as possible. An important part of website analysis is therefore to look at how your users navigate within the website.

Where do they get from your home page? Are they easy to get to the conversion they want, or do they run into obstacles? Is the menu structured correctly? Is the structure of your website logical, are all subpages and features where the user expects them to be? What is the web ergonomy of the site, does it help to use call-to-action (CTA) elements?

When controlling the navigation of your website, focus on the following:

  • The design of your website should be simple and the layout should be consistent.
  • Allow users to convert directly from the main navigation item (primary menu).
  • Your landing page should not contain third-party ads and links. It is also important to have as few navigation elements as possible on this page.
  • The user can perform the desired conversion operations in as few steps as possible.

You may also want to consider your target audience to make the navigation operations on your website as efficient as possible for them. There is a need to build a website for young adults differently than a website designed primarily for older users.

2. Website speed

Keep the internet fast – that’s how everyone is. Users are used to speed and expect it. The longer it takes a website to load, the more likely it is that visitors will leave and look for an alternative that better meets their website speed expectations. Experience shows that well-optimized, fast-loading, and working websites achieve, on average, more conversions than their slower competitors.

Google PageSpeed ​​Insights is a great tool for controlling the loading and operating speed of your website. By using it, you get a real picture of the speed of your website, and you can also get suggestions for fixing any errors detected.

3. Mobile optimization

Today, nearly 60 percent of all Internet searches start from some mobile device. That is, it is very important that your website is displayed perfectly at all screen resolutions, so that you can share your website and the content placed on it with the widest audience. This is what the mobile-friendly (responsive) design is all about, which fortunately you can easily get today with most WordPress templates.

The Google Mobile Friendly Test below to find out in a few seconds that your site meets this challenge. If not, the test will give you suggestions on how to fix the related errors.

Mobile Friendly Website

4. Quality of content

Content is the most important part of a website. Neither users nor Google will be rewarded for lousy content. The quality content is worth gold, on the other hand – to flow through the viewfinder, and help convince your users why you should buy from you. That’s why it’s important to think about it: is all the content on your website really high quality?

When evaluating content, try answering the following questions through the glasses of the average user:

  • Are you satisfied with the information you received?
  • Did you get answers to all your questions?
  • Did the published content help solve your problem?
  • Can you easily find all the material related to a specific topic?
  • Would you like to subscribe to more content after reading the content? Would you like to buy a product or service from the author of the article?

5. Conversion operations

If your website converts to the extent / proportion you want, this point does not apply to you. The others – I suspect the majority – feel free to read on.

Encouragement to take effective action (CTA), landing pages, and the quality of marketing offers all play an important role in your website’s conversion potential and revenue generation potential. An essential part of website analysis is to ask yourself the following questions:

  • Do you use incentives for action (CTAs) properly?
  • Do you offer different offers to different target groups?
  • Are your landing pages optimized properly?
  • Is your Sales Funnel properly structured?
  • What conversion opportunities do you offer your visitors at different stages of your sales funnel?

If you answer these questions, you’ll see more clearly what you need to do to improve your conversion rate.

6. Error messages on your website

Imagine a situation where your visitors are constantly running into an error on your website, such as clicking on a link, but that subpage no longer exists. This is annoying from a user perspective and downright dangerous from a website owner’s perspective.

If there are too many “broken links” on a website, visitors may conclude that something is wrong with the website. All this leads to a loss of trust, which in the case of a webshop, for example, can cause an almost immediate loss of revenue. It is therefore extremely important that you check the links when auditing your website.

Do all links work well? Are you pointing exactly where you need to go? Is there a need for a redirect? For example, redirects can be useful for subpages that have been discontinued or moved to another URL. In this case, a 301 redirect should be used because it indicates to the search engines that the page you are looking for exists, has only been permanently moved elsewhere – as opposed to the 404 error page, which, as its name suggests, clearly assumes some error.

Of course, no website can escape the fact that users sometimes encounter a 404 error code. However, you can take the edge of the situation with a nice or even funny error page, and you can use a clearly highlighted link, such as a link back to the home page, to ensure that visitors stay on your website.


Today, most website owners and operators are aware that it is essential to audit their website from time to time. This is the only way they can keep up with ever-changing market trends, changes in search engine algorithms, and most importantly, their competitors.

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