Thinking of redesigning your website ? Not sure where to start with ? Conduct a comperehensive audit of your website by taking a print of this page. Mark each check list item with the scoring guide below:
1 = Audit recommendation does not exist on the website
2 = Audit recommendation exists, but needs update / change
3 = Audit recommendation has already been implemented in the most optimized state
Here is the most definitive Website Audit Checklist that will help you objectively gauge your website and plan on a redesign:
1. Company Information
Mission, Vision & Values : Clearly state vision and mission of company. Organizational chart / Team structure a bonus.
History : Describe History of the company in a timeline, clearly stating major milestones and achievements
Investors : Names / Logos of investors / firms and links to their
Customers / Clients : Logos of top customers / clients, organised by Industry
Customer Testimonials : Testimonials of customers with name, photo, role/title at company and quanitifiable results.
Careers : Company culture (video / deck) along with current
open positions. Filtering by location, job type a bonus.
Locations : Various locations of a company. Marked on a world / country map with complete address and individuals to be contacted.
Awards & Recognition : Any awards won by organization with photos, year and work. Link to relevant case studies, if available
Partners : Logos of partners with description of services / offer
provided to your clients. E.g. http://moz.com/perks
News / Press releases : Collated list of news / press releases of the company, linked to the publications (articles not to be hosted on our site), in chronological order with most recent on top.
2. Customer Help
Terms of Service : A page for Terms of Service that can be accessed from the Footer
FAQs : Create a well organised FAQ section that adresses customer queries & long-tail keyword searches. One page for every customer query / problem.
Phone Number : Clearly visible and highlighted phone number, usually placed on top right of website.
Email address : An email address (e.g. firstname.lastname@example.org or email@example.com) that is monitored and used on a daily basis
Live Chat : A pop-up based Live Chat tool managed by a real person. Clearly state availability of chat agent (timings / hours of operation) on Contact Us page
Feedback : Form for providing feedback about various aspects of your business (Generic queries, product feedback, customer support / bug reporting, website navigation)
On-site Survey : Periodically launch on-site surveys to understand browsing behaviour of website visitors and collect Qualitative feedback about website.
Support : Product support section with FAQs, Ticket Management
(for existing customers), Contact details -Phone number, Chat agent timings (availability), Email.
Newsletter Subscription: Double opt-in subscribe to newsletter via email address. A bonus – user can select the frequency of receiving emails, type of content.
Search : In-site search engine that indexes all assets (blog /case studies etc.) – Google Custom Search
3. Product / Services
Features / Benefits : List down every feature of the product / service, written in easy to understand language. Support every feature with image / visual. Bonus – Video / walkthrough / deck explaining the product feature or service benefit.
How It Works : A diagramatic representation of how your product works. Either use flowcharts or use cases to explain your product. Link to demo / explainer video
Demo : Walkthrough demo of the product which shows the product interface and explains key features.
Explainer video : Professionally shot and edited product explainer video with voice over (in case of using animation) OR real people demonstrating use cases
Product / Credentials Deck : Explainer deck of products / services offered, uploaded on Slideshare. Also available as a downloadable PDF as a part of the media kit.
Customer Login : Easily accessible (usually top right) customer login CTA with login page. Bonus would be to add the latest product release feature to the login page.
Videos : Create a bank of high quality videos – 1 overiew and other feature related explanatory videos. Videos for customer success stories would be a bonus.
eBooks : Downloadable eBooks that establish managerial teams authority and knowlede of the relevant industry.
Webinars : Conduct webinars and make recording available (along with deck + transcript) for users to download. Collect leads for Webinar registrations.
Case Studies : Customer case studies should include a video / relevant image, qoute from customer with his job title, photo of customer in his office, description of the values of customer and how we solve their problems. Should be downloadable in PDF and easily sharable on social media.
Infographics : Create infographics related to your company or industry. Include definite numbers and eye-catching visuals. Ensure that infographics are comprehensive and cover all aspects of the subject
White papers : If you have a research division, publish white papers related to your industry. Provide accurate citations and allow visitors to download white papers via a form.
Presentations : All presentations that are public can be uploaded on SlideShare / (any other service) and then be made accessible via the website
Events : Provide a complete list of company related events with details – venue, timings, RSVP etc.
Templates : Templates are usually internal documents used to improve productivity. If you can remove proprietory / confidential content, these can be published for others to use.
5. Contact Info / Media Relations
Media & Analyst Relations : Provide a region specific single point of contact for handling all media & analyst relations. Include links to a company press kit
General Enquiries : Provide a form for general inquiries, not related to sales or product support. This form can be used to get feedback about the website or about marketing activities.
Investor Relations : If you are a publicly traded company, it is imperative to have a section dedicated to your Investors. Provide Quarterly & Annual financial reports, trading symbol & stock information, list of company events, press releases & news, a single point of contact to work with Investors and FAQs related to your company. Keep a simple contact form.
Sales Enquiries : Provide a region specific single point of contact for handling all
sales inquiries. Forward leads to corresponding Sales heads by linking form to CRM
Account / Product Support : Create a separte portal for Account / Product Support. Channel all inquiries of current customers via support tickets. We recommend FreshDesk or Desk.com for customer service.
Apart from the above listed content marketing aspects of a website, it is important to conduct a
technical audit of the website. Some audit parameters that we should consider are:
6. Accessibility Across Devices
Responsive Design : Site should not break when viewed on a Tablet / Smartphone. Design should respond to screen size. Mobile site should not include Flash elements.
Adaptive Design: Redirect site to mobile version m.domainname.com when
viewed from a smart phone. Mobile site should be minimalistic with minimum features that uses lower resolution images.
Cross browser compatability : Test site across Safari, Chrome, Firefox and other mobile browsers.
7. On-page Optimization (SEO)
Content : Content for the website must use the relevant keywords for your business. We must also include detailed, unique content for Search Engines to index. Content should be fresh and updated on a regular basis
Architecture : A sound website architecture ensures that the website is crawler friendly and can be easily accessed by Search Engine bots. It also means that we are not duplicating content across pages, are having easily readable URLs, have a security certificate and are mobile responsive.
HTML : We need to include relevant keywords in our Page Titles, Headings, Meta Descriptions. One need to avoid stuffing of keywords to stay clear of Google’s penalizing algorithms.
Now that you have completed a site audit, lets see what your score means to you (or your website):
Score > 110 : Your website is firing on almost all cylinders. You just need to up your game a bit.
75 < Score < <110 : Don’t let your website be an average Joe. Time to get cranking up on some website action items
Score < 75 : Your website seems to be stuck in the 90’s. You need to reboot it. Get the engines cranking and think about a redesign.