Let me ask you a question– do you bring your car to the shop for an annual checkup? You indeed do, right? However, if you don’t do regular diagnostic tests and maintenance, it would be too risky to use the car.

The same with your car; your website needs a health check. If your website does not receive a proper checkup and SEO clean-up, it will deteriorate over time. Unfortunately, not all webmasters realise the importance of website audit.

Would you wait for your car to bug down along the road? You wouldn’t and shouldn’t!

Your website is an essential vehicle for your business. When someone sees you.

That’s why we are here to tell you why identifying and repairing your website problems save expensive repairs. More so, ensure optimal performance for your website.

Web Visitors Cannot Navigate Your Website Properly

Most webmasters are used to their websites. However, navigating around your website all day, every day, makes it easy to overlook an ordinary user may encounter.

Some of the common features that make a website hard to navigate are:

  • Crowded navigation bar. Web visitors find crowded navigation bars complicated. Instead of listing all products and services on the navigation bar, create a drop-down menu. Organise them by category. But even so, you organised them, keep the number of tabs to a minimum.
  • Information overload. Some have unnecessary information on their homepage covering the useful ones.
  • No search bar. A search function is essential food e-commerce websites.
  • Overlinking. Web visitors should not click more than thrice to reach their desired page. Even crawlers have a hard time reaching these pages.

Include user testing on your website audit. During the user testing, the user records their screen and fulfil specific tasks on your website and feedback on the process. It is an effective way to determine whether your website is user-friendly.

Long Page Loading Time

Web visitors cannot wait. They want the information laid in front of them in a snap. As a result, websites that take longer than 5 seconds loading time have a higher bounce rate and lower pages per session. Meanwhile, e-commerce websites suffer from a higher cart abandonment rate.

From Google’s research statistics, a 1 to 3 seconds increase in page loading time results in a 32% increase in bounce rate. If the loading page goes up to 6 seconds, the bounce rate increases by 106%.

Google knows web visitors do not appreciate slow pages. Thus, websites that take longer to load are pushed down in lower ranks in the search engine page results (SERP). Site speed becomes a ranking factor.

What are the reasons for slow page loading speed?

During a website audit, there are several reasons why your site speed increases. Some of the commonly identified reasons are:

  • Several redirects
  • Large image size and format
  • Several unnecessary characters and comments from the CSS
  • Installed plugins

Last May 2021, Google took into account the new page experience ranking factor in the Core Web Vitals. It now includes responsiveness and visual stability. If you are not confident with your page speed, use the PageSpeed tool. Check your score, analyse the insights, and take into consideration the tool’s suggestions.

Unoptimised Website

SEO brings your website to success. But, if you fail to cover these things, you might lose the opportunity. Thus, do a site audit to check these things:

  • Content optimisation
  • Broken links
  • Image alt tags
  • Meta tag issues
  • Headings
  • Mobile responsiveness
  • URL structures
  • Indexability

Website is At Risk for Penalisation from Search Engine

Some large and established websites have worked with SEO companies before. SEO is different back in the days. These companies used the ‘black hat’ method which includes cloaking, keyword stuffing, or link farming.

All of these ‘black hat’ methods aim to increase search rankings and generate more website traffic. However, the websites that used the method may receive penalties from the search engines.

If you used the ‘black hat’ method, you could identify and correct anything that leads to penalties.

Analyse Competitors

The e-commerce industry is in tight competition. You need a competitive edge to be on top. A good website audits help you know the online strategies of your competitors. Identifying your main competitors and run a mini audit on their website gives you an idea. Analysing their strategy and activities help you improve the necessary.

Final Thoughts

As you have known the importance of website audience, do you feel the need? Are you falling behind in the competition?

Schedule regular website audits to provide a benchmark for future improvements. You can easily detect and fix major issues that might cause problems.

We recommend an annual website audit for startups or small websites. Meanwhile, larger websites should have a bi-annual audit for larger websites. Moreover, after a website goes live, you should conduct an audit to diagnose and fix immediate issues.

There are several website audit tools available on the Internet. You only have to search “free website audit tools”– and there you go! A whole list of free audit tools available. Although these tools are harmless, they are less effective than a proper website audit.

While these online audits are free and provide a reasonably accurate high-level insight into the website performance, the results are often generic, simple, and sometimes misleading. It is best to have an expert guide to diagnose and fix any issues properly.

Do You Need Help?

Website audits require patience and knowledge to be effective. It takes time and requires expert guidance. If you think it is time for a website checkup and you need help, we can tailor yours to suit your goals.

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