How to Analyse Your Website
Because we bet you can improve it.
More often than not, a website gets built, the designer and builder get paid and then the website gets left to do its thing. However, you should be analysing your site regularly to make sure it’s delivering the best user experience for your target market. In turn, delivering the most leads and sales. But, if you’re not used to it, it may be hard to work out what to look at when you start to analyse your website. So, we’ve written this blog to guide you through the process.
Is it secure?
This is a simple thing to check. Open your site and look in the URL bar, if there’s a padlock next to your website address then your site is secure. If not then you’ll see ‘Not Secure’. This means that you don’t have an active SSL certificate on your site and that access to it will be blocked by certain browsers and internet providers. It’s also a big red flag for Google and will affect your ranking. To fix this you’ll need to get in touch with your hosting provider.
Is it fully responsive?
This is incredibly important for both customer experience and search engine ranking. If you’re not sure what a responsive website is, check out our other blog post that explains what it is and why it’s important.
Layout and Intuitive Customer Experience
There’s a 10-second rule with website visitors. If you haven’t enabled your visitor to find what they need in 10 seconds they’re outta there! So, if you were your ideal customer and you visited the homepage of your site for the first time, would you find what you’re looking for quickly and easily?
As well as that, is your site easy for your customer to move around? Is your navigation bar where you’d expect it to be? Are the headers clear and concise? Are there several sub-pages that can be condensed into one good, informative page? The more a customer has to click around to find what they need the more likely they are to leave your site and go to a competitor.
Are your links working?
Do the links on your site go to where they should? Are any of them broken? A quick and easy way to check for broken links is to enter your URLs into this online checker.
Check the functionality of your site
Make sure any sign-up boxes and contact forms are working. Check that your search bar is working, that embedded videos are playing and images are displaying correctly. If you have an e-commerce site, is the checkout is a simple and fast process? Is it on par with or better than your competitors? Do you have a chatbox or bot on your site? Are they working as they should? Also, have a look at your site and see if there’s any new functionality that you’d like to add to improve the customer experience.
Are your Plug-Ins, platform and PHP up to date?
You’d be amazed at how many sites don’t update these elements. But they are incredibly important to ensure that everything works properly, that your site is secure and you are supported by your technical provider.
Access to your website can be blocked if you don’t have an active SSL.
Having a functioning site is only part of having a great site. It also needs to look good. So, does your site look good? Does it stand out from your competitors? Is it representing your business properly? For example, if you’re offering a top-line service your customers will expect a well designed site.
Is the text easy to read?
Is the text large enough and on a background that makes it easy to read on all devices? Text over images is a real no, no. It can be done, BUT, they can’t just be slapped together. The image needs to be treated to ensure that it doesn’t clash with the text. And the text will need to be in a colour and format to ensure that it stands out from the image.
Do the images and videos on your site make sense based on the service you’re offering? Would the visuals used make sense to your customer without any explanation? If the answer is no to any of these questions you need to do some work to the design of your site to ensure maximum visitor conversion.
Hinch Plant are a leader in their industry, but their old site did not give that impression. Does yours?
What you say on your site is just as important as how it looks and how it works. If your site is full of spelling and grammar mistakes it won’t give a good impression to your visitors. You should also avoid big blocks of text when explaining products and services, as the attention span of a visitor is short. They want to quickly and easily understand what you do and how your product or service fulfils their need. If you’re not confident in your writing ability then we highly recommend you enlist a professional copywriter to help you create engaging, informative and impactful copy.
Calls to action
Does your site have clear calls to action throughout? Are they easy for people to use? If not then you’re missing an easy way to increase leads from your site traffic.
Up to date, useful content
Content is king, and lots of content is great as it gives people more reason to visit your site on a regular basis. But, content for content’s sake does more bad than good. Poor and out of date content will increase your bounce rate. Which is the rate at which people visit your site and then leave without visiting another page. And a high bounce rate is not good for your search engine ranking as it shows that you’re delivering a poor user experience. Go through your content and see if there are bits that can be refreshed and updated, or bits that need to be deleted.
Don’t spam your users with pop up after pop up, or pages full of adverts. All you’ll do is create a user experience that will make people quickly leave your site. Or you’ll create such a strain on your server through trying to load all the ads that your site speed will be affected. People will get bored waiting and will go somewhere else to find what they need.
Are you compliant?
While we’re on the subject of GDPR, you may want to check out this previous blog post about legitimate interest, recital 47 and what it means for collecting and using data for your business.
‘Behaviour flow’ in Google Analytics clearly shows where you lose your site visitors.
SEARCH ENGINE OPTIMISATION
The final and no less important part of analysing your website is search engine optimisation, aka SEO.
Snippets, Meta descriptions and Alt Text
All your pages should have an optimised SEO title and meta description. Your images should have alt-text, your copy should be keyword optimised and you should have a featured image set for each page.
Bounce Rates and Analytics
If you don’t have Google Analytics on your site get it integrated now. It’s a really useful tool that enables you to analyse your website and work out where you’re losing visitors. You can clearly see which pages have the highest bounce rate. Which then tells you that this page is not delivering the content, experience, or answers that your audience are looking for. Meaning it’s in need of some work and updates to improve the content or functionality.
Is your website using efficient coding?
This will be a tricky one for you to analyse on your website if you weren’t the one who built it. But if you did, make sure it’s not using any excessive code or plug-ins. Every piece of code and plug-in has to be loaded by the server every time a page is opened. And the more it has to load the slower it will be. Which leads us on to…
Check how fast your site is loading with an online tool such as GTMetrix. This tool will give you a speed grade for a page URL and will show you the areas where you can improve it. A fast site is a good site in the eyes of your customers and search engines.
And last but not least, get someone else to look at it. Ideally, someone who doesn’t work for your company. Get a fresh pair of unbiased eyes to navigate through your site, read your content, and feedback on their experience.
If you’d like a professional eye to analyse your website book a free, no-obligation health check with the form below. Our team will then be happy to give you an analysis of the strengths and weaknesses of your site.
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