How to Perform a Website Marketing Audit for Your Site

How to Perform a Website Marketing Audit for Your Site

Learn how to perform a website marketing audit to eventually improve your SEO scores. Optimize the best strategies with our comprehensive guide.

Conducting a website marketing audit is vital in tracking a site’s performance and understanding its reach across various digital channels and users worldwide. Optimizing your online marketing audits involves evaluating SEO, user experience, and content marketing efforts to attract more visitors and achieve your marketing goals.

At tiny lever, we offer expert consultation services to provide thorough website marketing audits and enhance your online visibility. Our team focuses on technical SEO audits to fix website issues that impact crawlability and rankability. With our industry expertise, we understand that search engine algorithms are constantly evolving, allowing us to adapt our SEO strategies so clients drive more organic traffic. 

Leveraging our experience in offering digital marketing solutions, we compiled this comprehensive step-by-step guide to help you perform in-depth website marketing audits. We will also discuss the advantages of conducting regular site audits and the types of audits that can suit your business needs. 

Let's begin! 

How to Conduct a Website Marketing Audit: Step-by-Step Guide

Conducting a website marketing audit requires careful analysis of data metrics and user feedback to ensure that the search engine results are viable and accurate. Different scenarios need to be tested to determine the impact of these changes on improving the website’s visibility and performance on different platforms. 

how to conduct a website marketing audit

Here is our step-by-step guide to conducting a comprehensive website marketing audit:

Step 1: Define Your Goals and Objectives            

Before starting a website marketing audit, the first step involves outlining the target objectives and goals for the site. Determining the intended result helps fine-tune critical data retrieval methods to help improve certain contingencies within a site's performance. Focusing on specific goals, such as enhancing UI design and user experience or adding more functionalities, helps break down an audit's details. 

Website marketing audits can also be broadened to maximize the potential of multiple target points within a website through long-term information gathering. Shorthanding critical data can lead to less desirable results instead of creating a comprehensive list of improvements that can be assessed through detailed breakdowns. 

Step 2: Assess Website Design

One of the main components of improving a website's final outlook is assessing and evaluating its overall web design. Websites can look as flashy or appealing as desired. Still, a lack of understanding of proper UX/UI design can make traversing through the different sections of a site more challenging for other users.

Navigation menu buttons, links, forms, images, and videos are all elements that can change how the website functions on a human-centric design level. Adding heat maps also helps determine the most commonly clicked-on site sections, serving as a cue to spread those clicks to other website components. More notably, enhancing a website's design for mobile devices leads to overall performance and usability.

Step 3: Evaluate SEO Performance

Search engine optimization (SEO) helps determine your website's natural ranking system. Improving key elements while using an SEO tool can help adjust changes in content and design to help the site stand out compared to similar-minded competition. Before finalizing any changes to your website, be sure to run them through SEO checkers to confirm score improvements.  

Both on-page and off-page SEO are equally critical in finalizing the overall score. Optimizing keyword usage, backlinking profiles, and website structure are all technical components that contribute to maximizing the scores to their fullest potential. Link-building campaigns also boost the off-page SEO ranking as they determine the safety and reliability of other similar keywords. 

Step 4: Analyze Current Content Marketing Strategies

Blog posts and other online marketing attempts all factor in distinguishing the commonality between each post. Aligning the content posted with the intended target audience and the overall brand identity is the best way to determine the validity of each article, which can help boost website marketing audit results. 

Content marketing extends beyond articles and promotions. Collaborating with social media platforms maximizes the potential and alignment between different posts. More importantly, researching different content from other websites relating to industry topics can help increase the number of topics written for the site.

Step 5: Identify Competitor Insights

Conducting a competitive analysis against competitors in similar industries can help evaluate their online presence, marketing strategies, and performance metrics. This crucial information helps ascertain and evaluate different strategies to capitalize on each website's shortcomings. 

Here are three ways to help identify competitor insights:

How to draw insights from your competitors
  • Competitor Analysis: Analyze your direct competitors’ website to identify their strengths, weaknesses, and unique selling propositions. Observe their content strategy, design elements, and overall user experience.
  • Keyword Research: Use tools like Google Keyword Planner to identify the keywords your competitors are targeting and their search engine rankings. This can help you uncover potential opportunities for your website.
  • Social Media Monitoring: Monitor your competitors' social media presence and engagement levels. Take a look at the content they share, their tone, and the types of interactions they have with their audience.

Following that, comprehensive usage of website marketing audit tools aids in distinguishing different components that other competitors typically utilize. This helps create a different perspective to keep the site from blending in amongst others in the industry. 

Step 6: Implement Changes on the Website

Once the website marketing audit tool has distinguished all the critical components and technical errors, it's time to start implementing changes to fix the mistakes. Creating a viable action plan is a great opportunity to properly utilize these changes without accomplishing each goal in one sitting.

To do that, be sure to assign timelines and responsibilities for proper implementation. Focusing on the more glaring technical errors helps determine which factors are more urgent to fix to ensure consistent long-term SEO score boosting. Key performance indicators will also show after long-term implementation strategies have been implemented.

Step 7: Constantly Monitor Performance

While website marketing audits figure out a website's key issues and pain points, they require frequent performance evaluations while regularly running the site through the same audits. In doing so, you’ll determine if the changes remain viable for the final SEO score.

Since competitors and other industries can adjust their overall SEO performance, expect heavy challenges and regular maintenance as part of the business's responsibilities. Staying informed on the latest industry and digital marketing trends, algorithm updates, and evolving customer updates can help speed up the process of catching up to higher website marketing audit scores. 

Types of Website Marketing Audits

Website marketing audits can have varying uses based on the business's target goal. Companies can invest in researching multiple types of site audits to match their current marketing efforts, but understanding the significance of each type opens more opportunities to fine-tune the data-gathering portion to help improve results. 

Here are the common types of website marketing audits:

common types of website marketing audits

Technical SEO Audit

Ranking a website involves detailed criteria that can vary depending on the platform on which it is hosted. Understanding the specific requirements of different search engines helps businesses adjust various technical components to optimize performance, mobile-friendliness, URL structure, and XML sitemaps.

Technical SEO website marketing audits help web admins uncover hidden errors such as broken links, repetitive content, and improper redirects, which can negatively impact the ranking of search results. User satisfaction and experience can also contribute to the optimization of the search engine. 

Competitive Website Audit

A robust online presence is the main determining factor in driving clicks and achieving success across different platforms. With a competitive website marketing audit, you can uncover competitors' online strategies in the same industry as your site. SWOT analysis results can help showcase a website's strengths, weaknesses, and potential threats.

Utilizing this critical information can drastically impact the direction of blog content and online strategies used when performing website maintenance. Take note of each competitor's tools and software to incorporate ideas as you run your site in the most efficient manner possible while making it easier to navigate and access for other users. 

Social Media Audit

A website's popularity extends beyond what is posted directly on the site itself. Social media audits can aid businesses in managing their online performance by directly analyzing each social media account's impact and website traffic flow. Properly incorporating the right links of various social media platforms with the brand makes it easier to track.

Branding image, tone, and voice are all significant factors in establishing a solid foundation and identity for a company. Consistency in every social media post can help evaluate the site's performance and determine which web pages receive more views than others. This essential data can also help establish a connection with the target audience and promote engagement with other user bases.

Data Privacy Audit

Every publicly available website must follow all applicable data privacy laws to ensure that all users can keep their personal information safe and secure from potential attacks. Search engine results focus on websites with privacy-related contingencies to help determine which ones will receive higher authority than others. 

Companies looking to improve their Google Analytics results adhere to a privacy policy, cookie policy, consent banner, terms and conditions agreement, and local government regulations. Adding more stringent security restrictions helps SEO tools mark your website as safe, further improving its overall presence. 

Advantages of Performing a Website Marketing Audit in 2024

Website marketing audits are essential to remaining viable in a highly competitive industry. Gaining organic traffic might take a lot of work, but the results can vastly improve a website's overall overall performance and reduce the need for costly advertising campaigns. Here are some of the best advantages when performing a website marketing audit in 2024:

advantages of performing a website marketing audit in 2024

Discover Technical Errors

Technical SEO audits can quickly spot errors when handling significant data content. Broken or expired links can drastically lower a website's search engine rankings, making it harder for older websites to track and fix. Digital marketing strategies will only provide the expected results if these technical shortcomings are addressed using a marketing audit checklist tool such as SWOT analysis.

Repurpose and Edit Existing Content

One of the main ways to increase audience engagement is to analyze which content attracts the most web traffic. Regularly tracking which blogs or social media posts have strong interactivity can spark new ideas without needing to start entirely from scratch. Additionally, marketing collateral strategies can enhance this effort by internally linking to previous content, increasing content performance on lesser-viewed web pages. 

Maximize Conversion Rates

Website marketing audits play a crucial role in maximizing a website's conversion rate by identifying and addressing barriers that can hinder user engagement and other conversion actions. Analyzing user behavior, site performance metrics, conversion funnels, and lead generation capabilities can make maximizing marketing conversion rates more straightforward.

Analyze Industry Competition

Content creation and technical optimization are good ideas for gaining considerable leads on platforms like Google Search. However, analyzing the strategies and directions of competitors from the same industry can lead to the repetition of topics in your content. Web marketing audits highlight the best practices that differ from the usual results that competitors are likely to utilize, keeping your website looking fresh and unique.

Improve Website's Performance and Design 

A thorough marketing audit typically evaluates various aspects of your website, from content creation to technical elements like meta descriptions and landing pages. A key advantage of conducting a website marketing audit is its capacity to identify and correct performance issues, resulting in a more stable and visually appealing website. Focusing on these factors leads to better user engagement and satisfaction.

Key Takeaway

Website marketing audits are an essential process to improve search engine optimization and maximize audience engagement and reach. Conducting these audits opens up more marketing channels and allows businesses to gain insights into their website's performance. For this reason, they easily identify areas for improvement and rank higher in search engine results.

Those website owners looking to enhance their overall visibility in highly competitive digital landscapes benefit from a website marketing audit. Not only will you uncover how you can get your site ranked higher on search engines, but you’ll also gain better insights into how you can connect, engage, and convert more visitors into paying customers. 

Seeking experts to manage and audit your website marketing efforts? Contact our team at tiny lever to start improving your site. Our team will help you spot the best areas for improvement for your website and organically raise your search engine rankings.