How to audit your biggest online asset... your website!

1. Build
Program
Auditing Your Biggest
Online Asset

3. Your website is the centre of your world:

4. Your website is the centre of your world:

5. Why your website is so important:
1. You own and control it
2. You showcase your products / services there
3. Where commercial transactions & enquiries take place
4. It grows in value over time

6. 4 Reasons Why Most Business Websites
Are Useless
1. Too hard to use
2. It’s a ‘brochure’ website
3. No focus on lead generation
4. Looks dated

7. 4 Characteristics Of A Killer Website:
1. Strong USABILITY
2. Provide VALUE straight away
3. Captures LEADS & enquiries
4. Builds TRUST

8. ACTIVITY
Does your website do its job?
• What is your main message from the website?
• What was the first thing you clicked on?
• What did you like most about the website?
• Additional feedback

9. 1. Usability

10. 1. Usability
• Site speed
• Mobile Friendly

11. Site Speed

12. Site Speed
• 47% of visitors expect the
site to load in 2 seconds or
less
• 79% of shoppers won’t
return to a site again if they
experience slow site
performance the first time
• 57% will leave a site if it
takes over 3 seconds to
load
Source: Akamai.com / Gomez.com
• Hurts SEO
• Poor customer experience
• Lower volume of sales / leads

13. Activity: How fast are you?
1. Go to tools.pingdom.com
2. Enter URL, then select Test From: Melbourne, Australia
3. Record your scores in your workbook
Load Time
<1 second = excellent
1-2 seconds = good
2-5 seconds = needs work
>5 seconds = needs
immediate attention
Website Size
<0.5mb = excellent
0.5mb - 1mb = good
1-3mb = acceptable
>3mb = needs
immediate attention
Requests
<100 = ideal for most
sites

14. Mobile Responsive
• More people search on
mobile than on desktop
• 5 times more likely to leave
if site isn’t mobile friendly
• Mobile represents 56% of
traffic
Source: SimilarWeb.com / Google.com

15. Mobile Responsive

16. Activity: Check your site on mobile
To show responsiveness for all devices from a laptop/desktop please go
to the link in Google Chrome then follow the steps:
1.Right click anywhere on the page
2.Go to ‘inspect’
3.Once the sidebar on the right shows up click the little icon that looks
like a phone/tablet ‘toggle device toolbar’
4.Choose your device and refresh the page if not loading properly.

17. Activity: Check your site on mobile

18. 2. Upfront Value

20. Upfront value
• Days of value ONLY when you pay are over
• 24/7 Salesperson
• Demonstrates expertise, builds trust and warms leads
• Differentiates you

21. Activity: Delivering upfront value
1. What is one type of customer you’re trying to attract?
2. What’s one of their biggest problems?
3. List 3-5 pieces of content you could write / videos you could
do to help them with that?

23. 3. Captures leads & enquiries

24. The primary goal of your website
• For every 100 visitors we want to get the maximum number of
enquiries / leads
• We can make adjustments to our site to increase the number
of people who enquire.
• Adding multiple opportunities to sign up on our website means
we increase the number of people who become a leads
• How easy is it for me to enquire? Prominent phone number,
multiple opt-in forms, clear about what you do.

27. Activity: Lead Generation Checklist
Which of the following do you have on your website?
1. Sidebar
2. Footer
3. Pop-up
4. End / Mid Blog
5. About Us Page
6. Hello Bar
7. Upper half of homepage

28. 4. Builds trust

29. Trust Indicators

30. Closing the gap

31. 11 Ways To Build Trust
1. Testimonials
2. Actual Photos
3. Video from the owner
4. Mention your community
5. Featured in the media
6. Big brands worked with
7. Security seals
8. Experience / Results
9. Industry Associations
10. Qualifications
11. Awards

34. Activity: Increasing trust on your website
Review the different options below, which ones could you add to
your site?
1. Testimonials
2. Actual Photos
3. Video from the owner
4. Mention your community
5. Featured in the media
6. Big brands worked with
7. Security seals
8. Experience / Results
9. Industry Associations
10. Qualifications
11. Awards

35. Create your 30-day action plan

36. How does your website rate?
1. On a 1 – 10 what do you rate your website?

37. Create your 30 day action plan
1. Which of the 4 areas needs to most work for you?
(Usability, Upfront Value, Lead Gen Focus, Trust)
2. List 3-5 actions you will take in the next month to fix that