Your website has served you well for a long time. But even if a website doesn’t change over the years, the world around it does, including your own company.
Take a deep breath. The following basic steps for a website review will help you evaluate the relevance and consistency of your existing website:
- Compare your website content to your corporate goals and values. Have your goals for your business changed? Have you said what you meant to say? Have you said what you need to say in the best words to capture and keep the interest of customers?
- Check the navigation. Are you lumping everything you do under one generic “Products” or “Services” page or does the navigation help customers find what they are really looking for? Is your navigation easy to follow and understand? Are the links working?
- Really look at your pictures and videos. Are they professional and representative of you and your company? Have you included pictures of actual projects you’ve completed, customers you’ve served, products you sell and staff your customers will relate to?
- Check the dates on your testimonials, case studies, blogs and articles. Are they reasonably current (in the last 5 years) and are they still relevant? Do they represent your proudest moments now?
- Compare your website to the competition’s. Has your website design kept pace with the designs your competitors are using? Is your differentiator still valid? Are you missing a vital piece of information (for example, conformance to new regulations)? Have you overlooked an opportunity to provide customers with information that other sites don’t carry?
- Print out the entire website (every page!) and proofread for grammar, spelling and consistency. The proofreading stage of a website review catches those inadvertent changes and typos that occur over time, especially when multiple people have access to a website’s content. The style used for numbers (0.05 or .05 or $4B or $4 billion), the presence or absence of a serial comma, the reliance on bold or italics for emphasis all need to be consistent. Those details are easy to miss when you proofread online.
- Evaluate the ease of use and responsiveness of your contact information: phone number(s), email(s) and forms. If you were a customer, would you feel welcomed? Are your forms properly set up to qualify potential customers without frustrating them?
Repeat each of these efforts regularly. If you need professional help, please contact TWP Marketing & Communications for an affordable website review or an entire website makeover.