Taking a voyage of marketing discovery

What Is A Digital Marketing Audit?

A Digital Marketing Audit will assess your current digital performance. It determines where improvements can be made by looking at:

  • current digital status
  • website user journey
  • website technical set up
  • market size and opportunity
  • competitive landscape
  • online conversions
  • social analysis.

Every Audit is bespoke, based on a fact-find mission to get under the hood of your business. Looking in detail at your digital environment, how and why people find your website and who you're up against for visibility can unearth a treasury of opportunities.

While what we already know is valuable, it's the things we don’t yet know that provide us with the insight to create a better plan. 

Revealing the unknowns is what a Digital Marketing Audit does. It'll answer questions such as:

  • Why is your organic search shrinking?
  • How can you maximise website performance?
  • Why is your website not converting?

We'll ask you some questions about what you are trying to achieve and how you plan to do it. Then we'll find out how your digital marketing is actually performing and what lessons we can learn from what your competitors are doing.

The Digital Marketing Audit is often more than 90 pages of insight and information, followed by a set of recommendations that we can turn into a strategy for your online growth.

Why is your website's traffic shrinking?

Driving traffic to your website used to be easy. You just needed great content optimised for high volume keywords and to promote that content across social and paid platforms.

Unfortunately, it's a little more difficult now.

The Google search landscape has changed dramatically seeing average click through rates plummet by 46% between 2016 and 2019. Zero click searches dominate results pages meaning users are less likely to click through and guess what? That means less traffic for your site.

Paid search has become more expensive due to increased competition and reduced control over bids. The increase in ad types has opened doors for a wider variety of businesses which in turn has driven cost up. That means you won't be getting the same bang for you buck as you once were.

Social channels don't refer anywhere near as much traffic to business accounts as they once did in a bid to become more family and friends focused. Yet another platform that pushes marketers to spend money on driving traffic to their site.

It's a difficult time for us digital marketers, but it isn't all doom and gloom. This blog outlines three reasons why your website's traffic is shrinking and what you can do about it.

Why is your website not converting?

There are many reasons your website may not convert and many different things that you could count as a conversion (depending on your business goals). Over the last 20 years of auditing websites we have come to know some of the common stumbling blocks faced when looking to improve website conversion.

The quality of traffic and data is something we see all too often. If you’re driving the wrong traffic to your site then your conversion rate will suffer. Equally, if your data is skewed by poor tracking, bad advertising or an unsegmented audience then your conversion rate could look worse than it is – or even worse, be inflated!

Poor navigation, user experience and inward facing content are all culprits of squeezing your conversion rate. It can often be difficult to spot these yourself as you become blind to the issues on your own site. A piece of advice we always give is to get a third party review and remember that your site is for your users, not for you.

We discuss the top nine reasons why your site may not convert here. Take a look – there may be some quick wins to help improve your site!

How can you improve your website?

The information found in a Digital Marketing Audit can help to make significant improvements to your website. It digs deep into why users make the decisions they do and how you can provide a better experience while also making your website more visible.

We focus on ways in which to make your website:

  • Easy to find – by understanding the competitive landscape and where you sit in the search engines you can make the required changes to ensure your website as easy to find as possible.
  • Simple to browse – it can be difficult to fully understand why users make the choices they do. Reviewing the structure, content and design of your site will allow you to spot quick wins and strategic changes that could make significant improvements to performance.
  • Clear – it’s really common for companies to build their websites based on what they like and the assumptions they make. Your users are on the other end of this and can be confronted with confusing messaging and poor calls to action which affect your site’s clarity. Using data is key to understanding how you can improve your users’ experience as discussed in this blog.

How can Google Analytics help improve your website's performance?

Google Analytics is an incredibly helpful (free) tool that can give you a huge amount of information to help improve your website.

It provides an insight into your audience which can be great for understanding who is looking at your content and how it’s being received. You can also review how users move through your website to find your content. This can be useful when looking to simplify user journeys and review where there might be stumbling blocks – something we discuss more here.

You can also understand how your audience is behaving on your website and if they are taking the actions you want them to take. This might include form fills, online purchases, event bookings or even just a high level of engagement.

Understanding your website’s conversion rate is key to improving how your website contributes to your business in terms of leads and revenue. Keeping track of this will tell you if the changes you make to your website have made a positive or negative impact so you can grow and maintain your site’s conversion rate.

How you can use Google Search Console to improve your website

Google Search Console is one of the many tools we use when carrying out a Digital Marketing Audit (providing it is set up of course). It helps monitor your website’s performance so you can understand how to improve it.

The free tool allows you to:

  • spot indexing issues
  • identify pages that are not suitable for mobile
  • understand which search terms your website ranks for.

Essentially, it gives you an insight into how search engines see your website and what users do to find it. Understanding the above points allows you to adjust the website and its content accordingly so it ranks for the search terms you want, is mobile friendly and provides a positive user experience. 

It will also allow you to understand which pages rank well and which don't so you can place your efforts on optimising content and click through rates.

Take a look at this blog if you want to know more about Search Console and how it can help improve your site!

12 FREE tools to analyse your website

Facing the task of analysing your website and knowing exactly what to look for can be a mammoth challenge. It requires a lot of tools, knowledge and expertise to do it properly.

There also many different ways to analyse your website. You might want to look at conversion rates, user journeys, site content or even website speed. All of which require very different tools and a different kind of analysis.

There are a number of brilliant free (or 'freemium') tools that can help you though.

Of course, Google's suite of tools including Analytics, Search Console and Page Speed Insights is brilliant and a stable toolkit for any digital marketer. However, there are also tools like Grammarly which help to improve content and Hotjar which helps understand user journeys.

We've assembled some of our favourite free tools here to help you on your way!

Healthy Website Checklist 

Keeping your website healthy is an ongoing job and is quite often one that’s forgotten about.

We’ve put together a simple five-point checklist to get your started. This includes:

  1. Optimise your website for mobile – that doesn’t just mean having a responsive site. It also means checking content before it goes live to ensure there aren’t any images or forms breaking the responsive functionality.
  2. Review SEO – Again, an ongoing job that should be looked at regularly to identify how you’re doing in search positions and where the opportunities are for you to overtake your competitors!
  3. Content, content, content – Creating content that keeps users engaged is crucial and updating that content to keep it fresh is just as important. Think about who your content is for, why a prospect might read and what you want them to do when they’ve finished reading it.
  4. Share your social media – Websites never work in isolation and quite often social media can be a great place to deliver messages and drive traffic to your site. Ensure to regularly review the quality of traffic coming to your site from social media and what works to drive more traffic to your site.
  5. Optimise website speed – Slow websites don’t rank well in search engines. Any that do simply frustrate and annoy visitors. There’s no excuse for having a slow website these days… It’s the year 2020 after all!

The Intergage audit enabled Kerridge Commercial Systems to gain a clearer focus. This helped us to enhance our marketing strategy through benchmarking our performance whilst providing insight into competitors' tactics. Intergage provided clear direction in the form of recommendations to implement across our digital channels.

Clive Burr, Group Marketing Manager, Kerridge Commercial Systems

Let us strip your competitors naked...

Qualifying businesses can request a free digital marketing competitors report

To give you some real insights, provide us with details of your top three competitors and we'll give you a few key insights into what your competitors are doing and how well they're doing it. 

Download Your Dummy Digital Marketing Audit

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