Outbound marketing is a time-tested way to build a customer base, but it’s not the only way to succeed. Inbound marketing can attract prospective leads to you without needing to do so much work chasing leads. In order to optimize your inbound options, you need to know how to do a website audit.
To unlock your company’s inbound marketing potential through a website audit, follow these 5 tips to make sure you can get everyone on board.
1. Assess Your Resources
Take a look at your marketing goals. Are your strategies getting you where you want to be?
It can depend on how you measure success.
Outbound marketing strategies are a resource heavy affair. They entail a broad reach, courting as many customers as possible, and can result in a low turnaround. While you might end up with loyal customers, if you’re attracting customers to you, you can focus on building your company.
Are you taking advantage of your SEO options? Maximizing your impact on search engines and your appearances on social media are how companies are selling a product now. Try adding more “Call To Action” links in your web presence and measure the difference in resources spent versus how much it costs your company to chase down leads.
2. Analyze Your Design
Does your brand look consistent across every channel? Be sure that wherever you find your product, whether on a desktop or mobile device, your brand is represented the way that you want. Inconsistency looks unprofessional and builds doubt in your customer base.
Make your content easy to read, your website easy to navigate, and your company easy to digest. Use your Call To Action buttons to lead customers to get in touch with you. You can answer their questions and give the technical details then.
Your first priority is customer contact.
3. Stay Organized
Spreadsheets are your best friend when figuring out how to do a website audit. Keeping a list of tasks and goals will make your work easier to delegate.
Scope out how long each task will take and make sure that each team member has clear goals. Hold weekly sprint meetings, keep them short, and don’t let anyone get stuck on a single task for too long.
4. Budget Options
Once you’ve got the work scoped out, see how much you can afford to do on site and how much you need to outsource. Bringing some extra muscle onto your team early on can get the ball rolling and keep everyone motivated.
5. Build a Case With Counter-arguments
After you’ve analyzed your current situation, you have to make your argument to the executive board. Be honest and upfront about your resource needs. If you need $20,000, ask now.
Be confident when you present your argument. Your boss or board will be more willing to agree to resource needs now than later on when you’re still struggling to deliver a product.
More Questions on How to Do a Website Audit?
If this is your first time doing a site audit, the task can be daunting. Depending on the size of your company, you may need a team to get the job done.
Before you get in over your head, reach out to us with any questions. We’d be happy to point you in the right direction.