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 audit list).
Even if your website has remained unaltered for some time its environment has continued to evolve and change. Your competitors have changed their sites, 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 resources and time have become available.
The longer you wait before reviewing your digital marketing the greater will be these changes and the more likely it is that your efforts have become ‘sub-optimal’.
Before we get to what a digital marketing audit should contain it’s important to focus on what will be the purpose of, or the motivation for, the audit. Typical reasons for conducting an audit include:
- Your competitors are outperforming you online
- You are planning for growth
- Your website is being redeveloped or redesigned
- You are moving to a new Content Management System
- Your organisation is rebranding or changing focus
- Your organisation is adding significant amounts of new content or merging with another website
The section below gives an indication of the areas that we include within an audit with each one tailored to the needs of our individual clients. If you find terms that need more explantation you will find our glossary here. Click on each heading to expand the section for more information: