A few days ago we did a website audit of a Wix roofing website, and send it out to our email list and put it on our blog and YouTube channel.
David Robinson from New Roots Garden Centre from Newmarket, ON responded and asked for an audit as well for his Garden Centre website. So here are his results.
Website Conversions Matter!
David has a very nice website as far as design, layout and looks are concerned. But one of the first things I noticed was his website wasn't very conversion optimized.
There is no clear main call-to-action (CTA) across the site. I'm not sure if he wants me to visit his store, send him a message, register for an event, or join his email list???
I see CTA's for all of those on a few pages, but no CTA's on other pages.
Create a Main Clear CTA
It's always a good idea to determine a main CTA as your #1 goal for the website, and then you place the CTA's accordingly on the different pages.
A great website CTA will walk your website visitor from an interested person along a simple journey to becoming a new Lead or Customer in a seamless experience that was easy to navigate and not confusing!
There should always be a CTA at the bottom of every page just before the footer starts. This will not always be the same CTA on every page. (Remember... take them on a journey)
As mentioned in the video, we always try to put the navigation menu in the far right column in the footer area as well.
That way on mobile phones if the user misses the CTA at the bottom of the last section, he will end the page with the navigation menu at the very bottom.
Get an audit on your own website
David's site has something not installed properly with the SSL Certificate. By looking at the website error logs on the back end it shouldn't be too hard to tell what is going on there.
It might be as simple as installing a force SSL plugin.
This is a free tool that let's you check for duplicate content, page size, loading speed, number of pages....etc..
We use it mainly to check page size and number of pages. In my opinion GtMetrix has better loading speed information.
This is another free tool that gives you a lot of information about a website. I would consider this tool to be the one of the best tools to do a website audit with.
Check your page loading speed and it'll tell you exactly what you need to do to improve it. (If you understand their terminology)
The faster your website loads, the better Google and the rest of the search engines will like you! It will hurt your ranking with a website that loads slow.
This is paid tool ($179 per month) we use a lot for SEO ranking websites. It can be used to do keyword research, competitor research, look at the overall authority of a website.. and lot's more!
If you are interested in having us do your SEO work for your website, click here and fill out this form and we'll get you a free SEO quote.
I guess the main lesson or takeaway from this website audit would be regardless how great a website looks design-wise, it still should have a goal to create some kind of conversions to help you grow your business!
Unless of course your only goal is to have a pretty website!
Thanks for reading, and feel free to leave a comment or share this with your friends!
About the Author
Jonas is the owner and CEO of Troyer Websites, a full service web design and marketing firm in Orrville, OH.