You know if your website is exactly how you want it or if it needs work. Here is a comprehensive website audit guide to evaluating if your website stacks up against your competitors and holds up to your own standards. You may have a pretty looking website, but is it doing its job and selling for your 24/7? Is your website really ranking on search engines? Do you know what is holding your site back? Check this list of 37 top items for SEO (search engine optimization) against your website:
Mobile Friendly Responsive Site
Your site is currently not a mobile friendly and responsive website. Responsive sites can adjust to any size screen whether it be a phone, tablet, or any size monitor desktop. Google has started penalizing websites that do not have mobile friendly sites since April 21st, 2015.
Image file names and alt attributes not optimized
Add meaningful keywords to the file names of your images and the alt attributes of those images. This is a great opportunity to add additional SEO value to your website. Multiple photos for each product or service is an excellent way to attract more business.
Stronger Call to Action
Having a prominent and directed call to action will guide visitors through the ‘sales funnel’ of your website. Research shows that a very direct and prominent call to action can turn more website visitors into new leads. It is very important to lead your visitors to the one action you want them to take….and that is to contact you!
No Google Plus
GET A GOOGLE PLUS LOCAL LISTING: This is the single most effective ways to get your business found on Google for local searches and from what I can see, you don't have one. It is important you get a Google Plus local listing (not the other 2 types), get your NAP on your two location pages on your website to match the Google Plus' 100%, then get reviews from your happy customers.....this will result in new leads for you like you wouldn't imagine possible.
No NAP in header or footer
Ensure your Business Name, Address, and Phone number (NAP) is in the header and footer of your website. Not only does the repetition of your address (when matched with your Google Plus Listing) help reinforce this information to Google, it also helps website visitors know they are dealing with a local business within seconds of visiting your website which is very important in establishing trust and credibility with a new local perspective client. You can also mark up your NAP with something called schema to further help search engines recognize your local presence.
Un focused Metadata
Meta Keywords, descriptions, titles: These are filled out throughout the site but are not as concentrated as they could be. Google is now looking for a more focused single keyword per page rather than having multiple keywords per page and is giving better rankings to websites that do so. Having one keyword per page and embedding that keyword in all the right ways can have a significant impact on how that page ranks in the search engines.
Copyright Date Old
Update the copyright year in the footer of your website, we like to use an auto updating script so that the year always stays current. Right now it says #### which can give readers the impression that your website is ## years old and the business may be closed. The copyright date is not the establish date. If you would like to add your establish date, enter it under your “About” page.
Only One Service Page
Have a separate page for each of your services and have more compelling copy that convinces the reader they should choose you. People want to learn more about a particular service and why you’re great at providing that service compared to your competitors. Don't just say what you do, say why you do it better than everyone else that does the same thing and why they should choose you.
Only One Product Page
Have a page for each of your products and have more compelling copy that convinces the reader they should choose you. People want to learn more about a particular product and why you’re great at providing that product compared to your competitors. Don't just say what you do, say why you do it better than everyone else that does the same thing and why they should choose you.
Services Not Listed On All Pages
Have the services listed on the left side navigation on all pages of the website. This is the number one thing website visitors want to learn about your business and these services are how you make your money. Having them prominently displayed on every page will allow people to explore your services within one click from any page on your website including the home page.
No NAP on contact page
Add your Business Name, Address, and Phone number (NAP) to your contact page. Many times website visitors go directly to the contact page to find this information ....and they are also looking for your hours so they know when they can call. Your contact page could include interactive map, directions, e-mail contact information, e-mail signup, pictures, phone number, business name, address, and contact form.
Left Aligned Website
With wider monitors these days, it would be best to have the website centered in the screen as opposed to flush right. Left aligned sites were popular when people used smaller and square monitors. Centering the site would be a very simple fix.
Unclaimed Google Plus without reviews
Your Google Plus local listing is unclaimed and has no reviews. Claimed Google Plus local listings that are 100% completed with pictures and information about the business will do wonders for how you business shows up in local search results. Also, there are no reviews on your business. When people are comparing your business to others when searching for your services, they make snap decisions about which company they are going to call based on reviews. It is important to ask your happy customers to leave a positive 5 star review on your business. A minimum of 5 reviews is needed to gain a space on the Google carousel in the search results and for your star rating to show in the local results area when potential customers search for you.
Google Plus has no reviews
Your Google Plus local listing has no reviews. When people are comparing your business to others when searching for your services, they make snap decisions about which company they are going to call based on reviews. It is important to ask your happy customers to leave a positive 5 star review on your business. A minimum of 5 reviews is needed to gain a space on the Google carousel in the search results and for your star rating to show in the local results area when potential customers search for you.
No Products Images
Adding images to your products will help conversion rates, make your site look better, and can help you get found on search engines and social media. Each product should have its own original image that is found nowhere else on the internet or stock photography that has correctly named file names with keywords.
No Service Images
Adding images to your services will help conversion rates, make your site look better, and can help you get found on search engines and social media. Each service should have its own original image that is found nowhere else on the internet or stock photography that has correctly named file names with keywords.
Slow Loading Photos
Make sure all your photos are optimized so that they are very small in file size which will result in fast load times for your website visitors. Try to shoot for under 150K per image. Did you know that Google will rank a website lower for loading slowly. We found very large file size images on your site which should be fixed.
Text in Pictures
We found that you have text inside pictures of your website. Google cannot see this text and as a result, your website cannot rank for the words you have in these pictures. It is imperative that you use real text on the website for all text as this will allow Google and the other search engines to see what your business does and rank you accordingly.
Long Contact Form
You may want to consider reducing the amount of information you’re asking people for on your contact form, or at a minimum have a two step contact form. Studies show that the more fields there are in a contact form, the less likely they are to complete the form. We recommend getting the core information from them; Name, email, and phone. Then if you want more qualification information, have a second part that continues with more information. However, it is critical to capture the core information on a potential lead with that first part so you can follow up on the lead. People abandon forms very quickly or will not even fill out the form if it looks like it will take more than a few seconds to fill out.
No Contact Form
Adding an easy to fill out contact form (in addition to your phone and e-mail on the contact page) can get you many more contacts through your website. Make sure to keep it simple. We recommend getting the core information from them; Name, email, and phone. Then if you want more qualification information, have a second part that continues with more information. However, it is critical to capture the core information on a potential lead with that first part so you can follow up on the lead. People abandon forms very quickly or will not even fill out the form if it looks like it will take more than a few seconds to fill out.
There are no blogs on your site. Your industry is perfect for blogging. Contact us if you need blog subject ideas. This is an opportunity to create original, quality content which will boost your rankings on search engines and bring more traffic to your site. Search engines have programs set up that are constantly looking at your site for new content which they prefer and rank higher. Blogs are also another opportunity to name images with keywords to let search engines know what your site is all about. Quality posts with interesting information for readers can attract more customers to your site that are looking for specific topics.
Blog Optimization & Formatting
Although you have excellent blog content, you are missing key fundamentals to make a blog searchable and found through search engines. After all, you want your potential customers to read what you wrote! Your blog needs high quality photos, borders, margins, inbound and outbound links, categories, dates, meta title, meta keywords, meta description, and authorship to start.
Embedded Google Map
You are missing an embedded Google map on your contact page. This will serve 2 purposes: let your customers know where you are and provide direction details and it will also be readable to search engines, especially Google. Correctly adding an embedded map that is connected to your Google Plus Local Listing to the backend of your website can add a great amount of value to your search engine rankings.
Each product should have a product description. A minimum of 300-600 words with alternating paragraphs and bullet points is recommended. This is a huge ranking factor for search engines because they can see what text is relevant on your site and rank your site based on the words found in the product descriptions. This is very helpful with selling more product as it provides more information for customers as well.
Each service should have a description. A minimum of 300-600 words with alternating paragraphs and bullet points is recommended. This is a huge ranking factor for search engines because they can see what text is relevant on your site and rank your site based on the words found in the service descriptions. This is very helpful with selling more services as it provides more information for customers as well.
Your services are unclear and need descriptive text. Your website is your 24 hour salesman and if it does not do a great job of showing what exactly you sell, then it could be deferring a great amount of potential customers who will click on the next Google result.
Video On Homepage
A video on the homepage is a great way to promote your business, build trust with potential customers by letting them meet you, boost the number of leads you get through your website, explain your product, and more.
The text for your website is hard to read because it is very small. On a mobile site, the text would appear even smaller and very difficult to read.
No Contact Page
There is no contact page on your site. Even though all the contact information is listed throughout the site, it is a good idea for both search engines and visitors to your site to make all the information easily found in 1 place with an embedded Google interactive map which can boost your results above competitors on Google maps. Your contact page could include interactive map, directions, e-mail contact information, e-mail signup, pictures, phone number, business name, address, and contact form.
Profile or About Page Missing
You are in a competitive industry. There are many people selling the same items you are. A profile or about page would call out what makes you different and why people should buy from you. It also adds a personalized touch to the page and adds original content that is found nowhere else online which is excellent for search engines.
NAP Does Not Match Google Maps
Ensure your Business Name, Address, and Phone number (NAP) is in the header and footer of your website and they match your address found on maps.google.com. An exact match example would be:
Incorrect example: 123 Ridge Street Suite 100, Lake Forest, Illinois 60045
Correct Google Version: 123 Ridge St #100, Lake Forest, Il 60045
These small changes make a huge difference in getting to the number 1 spot on Google and there are many more small changes like this that will get you above your competitors online.
Too Many Navigation Links
You have too many navigation links on your homepage. There are currently 12 menu items that extend to 2 lines. Instead, condense down to 4-5 items and use dropdown menus. It will also be easier for your customers to navigate your site quickly and easily.
No Social Media Icons or Links
Connecting to your customer base on social media can have great benefits and gain you more business. It gives you a space to create original content and reach out to the community. This is especially true when there is a lot of competition in your industry. Yelp, Four Square, LinkedIn, Facebook, Pinterest, Google+, Twitter, and more are great examples that can work for your business. Make sure your social media pages open in a new window so that customers do not leave your site.
Number of Clicks to Buy Product
There are too many steps for your customer to go through in order to get to your products. If you can make the products more accessible from every page, you can reduce the bounce rate. The bounce rate is the amount of visitors to your website that leave after visiting only 1 page. If your bounce rate is low, you have a better chance for conversions.
Duplicate Content On Site - http://www.siteliner.com/
Duplicate content is identical content found on two or more pages on your site. Search engines may penalize your site if too much duplicate content is found. Your site was found to have an above-average amount of duplicate content. You may want to either remove the duplicate content so it appears on only one of your pages, modify the content on the various pages to ensure that each page is unique, or claim authorship on your original written content.
Name, Address, and Phone Number
The name of you or your company, the address, and the phone number should be visible in the header and footer at all times. This allows visitors quick access to your most important contact information at all times when visiting your website. Clear, easy-to-read text is also key.