So, I was feeling pretty good at the gym the other day. I’d even just set a new personal record. But it was time to do my cardio, a chore no one enjoys, so I set out putting one foot in front of the other. But something was wrong. My knee was hurting more with every step.
I asked a buddy.
“You’d better rest it.”
Then I saw my trainer—the one who studies his craft far more than any other trainer in the gym—and told him I had knee pain. I didn’t get to tell him which one before he stepped back, looked at my knees for a second, then leaned forward and, like a stage magician, pointed directly at the spot that hurt as though it was marked with a giant X (it wasn’t).
Then he gave me some corrective steps, and the pain has diminished since.
I was flabbergasted…
I shouldn’t have been. That’s the difference between hiring someone to build a good business website and hiring a Website Content Auditor (before or after the fact). In most cases, the auditor can look at your website and tell you where your pain points are.
Why?
It’s really simple. Most organizations that build websites employ a combination of ‘front-end developers’ and ‘back-end developers’. The back-end developers write the code, database integration, etc., while the front-end developers are usually graphic designers with some training in UX (hopefully, this will increase over time).
Now, this is fine if you build a website that doesn’t need to compete with the market. But if you are running a business, you need someone with a marketing background —and not just any marketing background, but a marketing background specializing in best practices for websites.
That’s what a web content auditor does.
That’s just like my trainer who took one look at my knees and told me which knee hurt and where. How could he do that? He knows how knees function optimally and was able to spot the misalignment.
Research shows that you have less than 9 seconds to convince a visitor that you’ve found what they’re looking for. That’s not much time.
Like my knee, your website must efficiently use that short time.
But do you know what your visitors are looking for?
Hint:
- They don’t want your catalog.
- They don’t care that you’ve been in business since before Shakespeare was born (until after they chose to do business with you).
- They don’t care how many options you offer (seriously).
- They are not impressed by that amazing photo if they can’t find what they need (and, remember, they’ll only stay nine seconds at most to find it)!
A web content auditor knows what your visitors are searching for, and through an audit, they can show you how to provide it.
Best of all, a website content audit is the most cost-effective option to improve your website. Why?
Simply put, an audit will provide you with a map of what it will take to improve your website, specific to your website.
That map will provide you with recommendations that will improve your:
- Security: A cyber security expert recently told me that a poorly designed website is the easiest target in the market. Conversely, a well-designed site is a hardened target.
- SEO: Following the basic tenets of Search Engine Optimization, your website can swim in organic traffic. By ignoring them, your site can be lost behind hundreds of websites that aren’t even relevant.
- Your Voice: Consistency and clarity. It all sounds so simple, but remember, we are talking about what connects with the visitor—not what impresses us or our competitors.
- Your User Experience (UX): Your website must be structured with the user in mind. Unfortunately, very few websites do a good job in this area.
- Your Message: Missing, hidden, or outdated information can frustrate your visitors’ efforts to do business with you.
- Mobil Friendly: Google has taken action. If your website is not mobile-friendly, it won’t rank well.
- Accessibility: It’s the law and the right thing to do. Your website needs to work for everyone who wants to come. Besides, it’s smart business practice. Not having your website optimized to accommodate people with disability potentially cuts out as much as 15% of your market.
The choice is yours. Do you want a ‘good website’ or one that can compete?
As a weightlifter, I’m done getting advice from the other guys in the gym. When I need to fix something or move forward, I turn to my highly skilled trainer—the one with specialized information.
It’s the same here. If you already have a website – especially if it’s not converting like you’d hoped – hire a web content auditor like me. Let’s find the pain points in your site.
Consulting a web content auditor like myself is a great place to start if you are preparing to build your site. I can help you get it right from the start. You’re in business to compete in the marketplace, aren’t you? The smart thing to do is to do it right from the start.
Either way, unless you are a website best practices specialist, investing in your website now is your cheapest option. It’ll save you time and money guessing about what to fix and get you on the road to profitability now.