Taeyong Kim has been a web developer at Deksia since 2018.View all articles written by this author
The website auditing process sounds more intimidating than it is. If you break the process down, it’s as simple as identifying your website’s strengths and weaknesses. There are several aspects of the site that you should go through, including the general design, UX (user experience), and responsiveness. This walkthrough will show you how to audit your business’ website and make it more strategic for achieving your goals.
Although the attractiveness of a website is subjective, several indicators tell you when a design is “bad.” First impressions of your website are essential for securing the visitor’s attention if you want them to explore and learn more about your business. An eye-catching hero banner with popping visuals will leave an undoubtedly better impression on the visitor than a website with a pixelated banner image accompanied by some copy in a goofy or outdated font.
However, not every single business needs to have a design full of gradients, flat iconography, and sans-serif typeface to look trendy or modern. Such visuals might suit a young design firm more than it would fit a brewery with decades of history. Every brand should have a look that suits them naturally and makes it unique. Your Brand Architecture is crucial in establishing your visuals: the logo, typeface usage, the colors, the imagery, and more.
With this in mind, try to examine your website and subjectively assess it. See if you can identify the following:
Some or all of these points may be relevant to your business’ website, but random users with no attachment to the brand may have more critical opinions. No design will appease every single visitor, but it’s much easier for users to reach a consensus that a website is “ugly” rather than “good.”
In most cases, the intention of your website should be crystal clear. An e-commerce website should present its products and purchase options to visitors with minimal hassle. A brochure website should effectively layout a customer pathway to generate leads and make conversions. User Experience (UX) evaluates how smoothly a user can act upon the intentions of your website.
Five primary aspects that users in a UX session are paying attention to are as follows:
When evaluating your website, ask yourself the following:
As you think about these questions, your familiarity and opinions of the existing website may interfere with gaining a new perspective. An efficient method of deterring biased outcomes is running user testing for your website. Deploying unbiased users to test your website and offer feedback can help you make changes to your site that may never have occurred to you.
Not surprisingly, global statistics indicate that the majority of web traffic around the world is generated from mobile devices (52.2%, see below) and a statistic directly from Google tells us that over 58% of search queries are done on mobile as well. TechJury also tells us that global mobile traffic is projected to triple by 2021.
The mobile experience for your website is as relevant as the desktop/laptop experience for your website. According to sweor.com, 57% of users said that they wouldn’t recommend a business with a poor mobile site. 85% of users said that the mobile website should be as good or better than the desktop website.
Designing mobile based on UX will make mobile adequately responsive. Because the real estate on the screen size is much scarcer, key elements must be placed intentionally for efficient space management. Your buttons should be large enough to be easily pressed. These subtle things and more end up building onto each other to create a responsive site. It’s all about achieving a delicate balance between the desktop-mobile experience and maintaining the same level of polish on all platforms.
One way some websites tackle responsiveness is offering a separate mobile version of their website served directly to smaller devices. Some URLs begin with an “m” (“m.example.com”) that display the mobile version on a desktop screen. It should be noted that this is a bad practice that Google shuns so your priority should be on serving a single website that is responsive and robust.
Try examining your website on your phone and several different browsers. If your site is from the pre-smartphone area, there’s a good chance that smaller devices weren’t considered when it was built. Even if the website was made in the last few years, the mobile version might not have received the same level of care and attention.
If you’ve evaluated your website, perhaps you’ve concluded that your website doesn’t necessarily need a whole redoing. Sometimes the solution is building upon what’s already there and fixing some minor issues rather than starting over. The answer might even be a separate landing page with simple goals that meet the immediate needs of your business. However, sometimes the only answer is a full website rebuild.
Whatever your answer may be, a proper website audit can get you there.