You launched your new website months ago, and you continue to be satisfied — it’s professional, attracts your ideal clients and receives compliments often. So, you can leave it off your list of concerns, right?
Your website should stay on your radar. How much so depends on your organization and your target audience.
If you haven’t already, designate someone on your team to be in charge of monitoring your site. (If you’re able, choose someone other than the person who routinely edits the site for more objectivity.) His or her ultimate charge should be to ensure your business message is clear, uniform and consistent, and that the site stays free of hiccups and hangups.
Before the audit begins, the site monitor should know that last time the site was updated (if at all) since your site launch. A site audit should be performed once every few months for the most static of sites, but that timeline may be too infrequent. When should you consider increasing the schedule?
The site monitor should zero in on anything listed on the site tied to a date — such as upcoming events or blog posts — to be sure those items are still current and accurate, and that they are successfully being archived, if you would like for them to be.
Before the site monitor reviews the site, they should access to your business mission. As he/she reads through your site content, he or she should ask:
Depending on the answers, you may need to adjust your website content or adjust your mission statement.
Regardless of your organization’s size, there are likely questions that come repeatedly from customers that need placement or attention on your website.
If you’re a small business owner, you likely have the short-list of frequently asked questions at the top of your brain. However, larger businesses have several faces that interact with your audience, and those faces are likely not hearing the same feedback. Before performing your site audit, your site monitor should have access to what those “faces” are hearing, and adequately reflect the answers on your website.
For example, larger business will need to reach out to your sales team or customer service department to hear the voices of your end users. A medical organization may need to reach out to staff that interacts with patients or those paying their bills. A non-profit should interact with those who attend events or seeking donations on your behalf.
It’s important to regularly measure the success of your web investment. Google Analytics and Google Webmaster Tools display information about your site visitors, the frequency of traffic and your most popular pages, which may help you dictate where to focus your time, energy and money on future site changes. You or your site monitor should have access to these handy tools through a business-related Google account, along with all other important logins related to the health of the site, including domain and hosting access, site backup files and any other third-party tie-ins.
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