Why audit your website and Digital Marketing?

First of all, let’s assume that your site was perfect in every way when it launched and your digital marketing plans have worked really well (if not skip to the digital marketing audit services list).

Even if your website has remained unaltered for some time, its environment has continued to evolve and change. Your competitors have changed their websites, technology has advanced, search engines have altered their algorithms, legislation has evolved and… well, you get the picture.

If your site and marketing have developed since launch the chances are that they have grown ‘organically’ where and when resource and time have become available.

The longer you wait before reviewing your digital marketing the greater will be these changes and the more likely is it that your efforts have become ‘sub-optimal’.

The conclusion of a digital marketing and website audit processes is a document full of actionable recommendations for you, your agency or if you prefer, us to take care of.

Digital marketing audit - 5 reasons

Top 5 reasons to audit your website

  • Competitors outperforming you online
  • Planning for growth
  • Website redevelopment or merger
  • New Content Management System
  • Rebranding or changing business focus
Complementary digital marketing audit
Get a complimentary Digital Marketing Audit

Our Auditing Services

Below are the areas that we can include within a digital marketing audit, with each one tailored to the needs of our individual clients.

Website Overview

The discovery phase during which we will find out the who, where, why and what of your site.
We will review:

  • You and your business
  • Website purpose: primary and secondary functions
  • Platform (CMS, E-commerce, bespoke)
  • Hosting (server and company)
  • Security measures and requirements
  • Design (Brand adherence, responsiveness)
Website overview

Website Technical

A simple technical error can hold back all of your digital marketing efforts. This can get a bit technical but some of the areas we look at are:

  • .htaccess / robots.txt
  • CDN
  • Site speed
  • PHP or .NET versions
  • CMS version
  • Update policies
  • SSL
  • Uptime monitoring
  • Asset optimisation
    • Is server GZipping
    • CSS and JS compression
    • Caching
    • Image size and optimisation
  • Type of hosting
    • Is it capable of providing the optimisations recommended
  • Plugins (if WordPress)
    • up to date and secure?
  • Frameworks
    • Layout (eg Bootstrap)
    • JS (eg jQuery)
    • Are they up to date?
  • Alt Text
    • Relevant and in place?
    • Same as the title or link text it is describing?
  • Document Structure (heading hierarchy, semantic elements correct?)
Technical website developments

Website Analysis and Measurement

We ensure that the tools you have in place to measure the performance of your website are set up and configured correctly. If not we will provide a set of recommendations.

  • Analytics – data and visual analysis
  • Google Analytics – Configuration, filters, custom dashboards, tailored report
  • GA-interpretation
  • Objectives
  • User Journey – Common and path to goals
  • Sales and marketing alignment
Website analysis and measurement

Website Quality Assurance

Covering all aspects from the use of language to technical functionality we inspect your website from the position of a user:

  • Copy
  • Images
  • Links
  • Functional elements
  • Cross-browser and platform issues
Website quality assurance

Search Engine Optimisation

Search engine optimisation is probably the most effective form of digital marketing but is the area that most companies and agencies treat superficially at best. Having run some of the most successful SEO campaigns in the UK over the last 20 years we are very well placed to show you how you can improve your SEO. The areas we look at include:

  • Keywords and Key Phrases (primary, secondary, tertiary)
  • Local SEO techniques
  • Content optimisation
  • Structural optimisation and permalinks
  • Digital relationships
  • Link management and opportunities
  • Negative SEO signals (inc. copied text, duplicate content)
Search engine optimisation

Online Competitor Analysis

Knowing what your competitors are doing, what is working for them and where they are vulnerable can make a massive difference in the intensively competitive world and will be highlighted in our digital marketing audit. We look at the following elements of your closest competitors activities online:

  • Search Engine Optimisation techniques
  • Keyphrase positions
  • Digital relationships (who is linking to them and who they are linking to)
  • Advertising (PPC, Facebook, Display advertising)
  • Recent activity
Online competitor analysis

Social Media Marketing

Social media marketing can be very effective for some businesses… but rarely is! We’ll look at what you are doing and let you know how to improve your results or if it’s probably a good idea to invest your marketing budget elsewhere. Areas we cover are:

  • Facebook, Twitter, LinkedIn, Forums, UGC (User Generated Content)
  • Sentiment measurement
  • Campaign effectiveness
  • Proactive and reactive social media techniques
Social media marketing

PPC and other digital advertising channels

You can throw a big bag of money at advertising and get some great results. It’s much better to throw a smaller bag precisely where you’ll get the best results. We will comment and advise on:

  • PPC strategy
    • Audience targeting
    • Advert messaging
    • Keywords review (with negative keyword recommendations)
    • Bid strategies
    • Landing page recommendations
  • Other paid advertising options
    • Bing
    • Google Display Network
    • Third party site banner advertising
    • Social media advertising
    • Remarketing.
PPC and other digital marketing channels

Website Legal Issues

    It’s not just about the technology. You have certain legal obligations as soon as you publish your website. In your digital marketing audit we will review and comment on:
  • Website Term’s and Condition’s
  • Privacy Policy
  • GDPR compliance
Website legal issues

Digital Marketing Continuity Planning

Things sometimes get derailed when a key member of staff leaves, a server fails or malicious damage happens. Let’s make sure that you are prepared by looking at:

  • Digital Marketing personnel recruitment
  • Technical disaster recovery
  • Online password policy and tools
  • Ensuring you have a secure copy of your website
Digital marketing continuity planning

Digital Marketing People

It’s not all about the technology, it’s also about the people. Whether they are in-house, agency or freelance they are all an integral part of your digital strategy. We’ll look at:

  • Skills (with gap analysis)
  • Experience
  • Attitude and aptitude
  • Training plans
Digital marketing people

Work with us, get in touch

Take a look at some of our projects

ClubCare Insurance

We utilised CRO (Conversion Rate Optimisation) to increase the audience conversion rate of the ClubCare Insurance website to over 35%.

Doubling organic traffic for Baxi

A consistent and strategic approach to Baxi’s content strategy has really paid off, and we’ve managed to double their traffic from organic search.

Frequently asked questions

Online search is critical.  Search engines like Google, Bing and Yahoo have come to the fore precisely because they categorise data in ways that allow people to find the information they need quickly.

Knowing who your target customers are and recognising what they are really looking for is critical to attracting more customers to your website and your business.

Marketing on the Internet rests definitively on how well you set yourself up to be found by buyers seeking to find products and services like yours.

A strategy will give a consistent approach to your digital marketing that helps grow your business and supports the needs of your online audience.

A digital marketing strategy is also essential as you are battling for the attention of a customer base that is, in all likelihood, faced with an abundance of choice.  You need to differentiate and you need to stand out.

A sound digital marketing strategy will be based on the well-established principles of all marketing.  Factors such as business environment auditing, audience segmentation and customer need are still key.

Your website is at the heart of your digital marketing.  Customers are looking for reassurance and credibility, so your organisation needs a website that is as credible and persuasive as possible.

Websites are now part and parcel of your sales and marketing collateral.  The structure, text and assets of your website, and web-search itself, are used in the absence of a representative from your company being present.  You need a robust and relevant website that meets your customers’ needs and positions you as a ‘market ready’ company visitors will want to do business with.

A well-designed website stands the best possible chance of making the type of first impression you want to make when you can’t be there to explain your company and your products yourself.

A core component of marketing online is ensuring that positive and persuasive messages about your business are spread across the Internet, allowing you to reach, engage and convert your target audience of  customers wherever on the Internet they happen to be. This is known as ‘Content Marketing’.

The desire of your potential customers for information to aid their search and selection process has resulted in the emergence and increasing importance of Content Marketing.

Content Marketing (sometimes also called ‘inbound marketing’) means integrating all the elements of your marketing activity to be relevant to a customer at a time when they are in research or buying mode.

Content Marketing might involve delivering downloadable leaflets, or offering presentations or videos, or setting up a forum for asking questions and stimulating discussions.  It might involve placing digital PR on media sites, or banner advertising linking through to a landing page on your website that has data capture, analytics or lead tracking in place.

Content Marketing is a highly effective, highly measurable means of growing your customer base.

Social media provides an option to enhance customer acquisition by expanding your reach across the Internet, helping you scale-up your campaigns and helping conversion of new customers through recommendations.  Social media can help form deeper relationships with your customers, and grow advocacy, through improving customer service, brand reputation and even your product or service quality.

You can use social media platforms like LinkedIn, Facebook, Twitter and Google+ to amplify your brand, create a niche expert platform and engage with new audiences that will lead to customer growth

However, you need to be ruthless about how and where you deploy social media.  Social media may not cost a lot, but it can suck up your and your staff’s time if not managed correctly.  Even with the latest cutting-edge software integration, it is not possible to manage social media in 10 minutes a day as some books and gurus have suggested.