Step 1: Determine Business Objectives
- Is your website generating the activity that you are trying to achieve and impacting positively to your bottom line?
- Have you defined micro and macro goals? For example, A micro goal might be a subscription form or a click and view of a video. Whereas a macro goal may be a product transaction. Or sign up for membership.
- Is your website generating valuable leads, generating revenue from products or services sold, engaging readers through comments, conversations or number of shares, etc.? – what is working what is not?
Step 2: Evaluate Brand Consistency
- How is your brand perceived by the various stakeholders, clients, public?
- Does your messaging reflect your perceived value? Is your value expressed in each of your public platforms – within the website, social platforms, apps, mobile? And your message is consistent within each content format – text, video, images, bios, audio
- How do you promote your brand trust and credibility?
- What type of reputation management strategies do you employ online?
- Design – clean, minimalist, fine lines, big simple CTA
- Do you speak your target audience language, does the content add value and on target?
Step 3: Analyze Current Content Usage
The above figure outlines the various examples of marketing assets to use when taking a potential customer down the customer journey. Each asset has its’ purpose and ability to drive the traffic towards the goal.
Step 4: Perform Site Technical Audit
1. Page speed for loading
2. Messy code – HTML to text ratio
3. Broken images, links?
4. Navigation nightmare?
5. Keyword, page ranking
6. Outdated plugins?
7. Scheduled backups?
8. Malware check
9. Password reset schedule
10. Security measures in place
Step 5: Test Mobile Friendliness
- Do you have clear intent for mobile users and desktop users?
- Google now indexes mobile sites first. What this means, is if your website is not mobile compliant according to Google, your site will not show up in the Mobile Google Search Results Page. If you can’t be found, then traffic will not flow organically.
- You want the ability to use your focus keywords to drive targeted traffic to your site. If you are an advent blogger, you may also want to consider AMP (Accelerated Mobile Pages) to be set up for your blog posts. What this does is strip away unnecessary images and code and get right to the content applicable and easy to attain via mobile.
Step 6: Assess the usage of these Promotional Elements in your marketing strategy
Lead Generation, Sales Funnels, Landing Pages
Affiliate Marketing
Email Marketing
Click to call – mobile coupons
Email on-site tracking
Events, webinars, udemy
Contests
Social Media posting
User-generated, viral posts
Online PR
Step 7: Understand your Metrics
What metrics should you be reviewing regularly?
Acquisition - how are people finding your site - organic search, direct, social, referrals, email, other?
What keywords brought visitors to your site?
Top landing pages - behaviour --site content--landing pages - view the funnel and movement within your website
Establish baseline picture
Understand overall goal and objectives
Competitors vs You:
Visually compare brand consistency
Perform a content review
Perform a site audit tech analysis
Analyze metrics
Where do you rank in the search engines?
Amplification & usability methods?
Tools I find useful:
Readability Score - https://readability-score.com/
Yoast SEO - https://yoast.com/wordpress/plugins/seo/
Google Keyword Planner - https://adwords.google.ca/KeywordPlanner
Google Search Console - https://www.google.com/webmasters/tools
Bing Webmaster Tool - www.bing.com/toolbox/webmaster
Keyword Difficulty SEM Rush - https://www.semrush.com/ca/info/kdt/?kws=
Competitive Analysis – https://www.semrush.com
Google Tag Manager – https://tagmanager.google.com/
Google Analytics - www.google.com/analytics
Buffer Social Analytics - https://buffer.com/
Ubersuggest Keyword Research - https://neilpatel.com/ubersuggest/
Contact Jemma for a 30-min free consultation
Jemma Fong
1-416-451-2063