Conducting a website audit can be a game-changer for turning leads into clients, but there’s an important reminder for web designers: Do not overcomplicate anything. Speak in the words your clients understand.
When presenting your audit to prospective clients, avoid simply sending a PDF or slideshow and leaving it to them to analyze the results. Instead, take the extra step to walk them through the audit.
Ideally, do this in person or via a live video call. If that’s not possible, create a Loom video where you explain everything as you share your screen. This approach not only makes the audit more digestible but also builds trust and demonstrates your expertise.
Whether you’re conducting the audit live or through a recorded video, this blueprint will guide you in delivering insights that resonate with your clients and drive them to take action. Let’s dive into the key elements of a successful website audit.
The first question business owners often have is, "How many people are visiting my website?" Understanding the flow of traffic is crucial as it directly correlates with the visibility and success of their online presence.
Using tools like Semrush, you can gather detailed data on website traffic. Explain how Semrush tracks the number of visitors, their origins, and which pages they are viewing. Key metrics to focus on include:
Backlinks: These are links from other websites that point to their site. More backlinks typically mean better search engine rankings.
Keyword Rankings: Discuss which keywords are driving traffic to their site and where they rank on search engine results pages (SERPs).
Stick to the essential metrics that align with the client’s business goals, avoiding an overload of data that could confuse or overwhelm them.
Keywords are the terms and phrases that potential customers use to find services or products online. A solid keyword analysis can reveal how well the website is attracting the right audience.
With Semrush, you can identify which keywords are ranking on the website. Important aspects to discuss include:
Search Intent: Does the keyword match what users are looking for?
Position: Where does the website rank for each keyword?
Search Volume: How many people are searching for this keyword?
For new websites, focus on ranking for keywords with low difficulty scores initially. As the website gains authority, you can gradually target more competitive keywords, ensuring steady growth in traffic.
A slow website can drive visitors away before they even see the content. Page speed impacts not only user experience but also search engine rankings.
Use Google’s PageSpeed Insights to assess how quickly the website loads on both desktop and mobile devices. PageSpeed Insights provides scores and actionable recommendations for improving load times.
Remember that mobile page speed can differ significantly from desktop speed. With the majority of users browsing on mobile devices, it’s crucial to address both.
A mobile-friendly website is more than just about speed—it’s about ensuring the site works well on smaller screens. This includes responsive design, easy navigation, and readability.
Explain to your client why a mobile-friendly design is critical. With an increasing number of users accessing websites via mobile, a site that isn’t optimized for mobile can result in lost opportunities.
Call-to-Action (CTA) buttons are crucial for guiding visitors towards making a purchase, signing up, or contacting the business. They are a vital component of a website’s conversion strategy.
Discuss the importance of having clear and strategically placed primary and secondary CTA buttons on the website. Primary CTAs should be the main actions you want visitors to take, like "Buy Now" or "Sign Up," while secondary CTAs can offer alternative actions, like "Learn More" or "Contact Us." Ensure that these buttons are prominent but not overwhelming, to maintain a user-friendly experience.
Before diving into what needs improvement, it’s crucial to acknowledge what’s already working well on the website. It can be tempting to skip this step, as you might feel that pointing out the positives could be counterproductive to convincing the client they need your services.
Based on experience, however, highlighting what’s going right builds confidence and trust. It reassures the client that you are not just focused on selling your services but genuinely interested in helping them improve. This approach makes the client more open to hearing about areas for improvement and sets a collaborative tone for your relationship.
Identify the strengths of the website, such as strong branding, effective use of visuals, or well-organized content. Praise these elements and explain how they contribute to the website’s current success.
After discussing the positive aspects, it’s easier to introduce areas for improvement. Focus on how these changes can lead to better performance, higher conversions, and a more professional online presence.
Be specific in your critiques and provide clear solutions. For instance, if the website has slow page speeds, suggest optimization techniques. If the CTAs are not effective, recommend changes in their design or placement to enhance user engagement.
A well-conducted website audit is a powerful tool for converting leads into clients. By balancing positive feedback with constructive critiques and keeping the language simple and clear, you can help business owners see the value of your services and how they can improve their website to achieve their business goals.
Whether you present the audit in person or through a Loom video, following this blueprint will ensure that your insights are both actionable and easy for clients to understand and implement.
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