When companies first launch their websites, they have to think through buyer journey decisions to capture the interest of prospective clients. Strong content, impactful visuals, helpful call to actions and an easy to follow navigation to ensure visitors experience your site, as intended. Launching a site is a large effort for any company and often brings a huge sigh of relief once it GOES LIVE. At least that has been my experience having survived several enterprise site developments and launch efforts over the years. Euphoria hits for a moment…the website is great, simple-to-use and functional – now we get to work on the next big project. Right? If only the “set it and forget” mindset would keep your prospects returning to your hub…but as time goes on or other initiatives take priority, the website performance and customer experience may begin to slide.

Don’t let the slide happen to you. Leverage the below free tools and take the reins on your website performance…again.

  • Site Speed measures by how fast your website loads. By using Google PageSpeed tool, you can quickly assess whether your site needs work or not in regards to loading optimally (e.g. resize images, render-blocking resources). The page speed score is based on the following scale: 90-100 (Fast), 50-89 (Average) and 0-49 (Slow). Higher speed scores result in higher user engagement, more pageviews, and improved conversions. If your potential customers are waiting for your site or page to load, they will abort and choose another option.  Don’t make them wait.
  • Responsiveness. If you’ve opened a website and it was so small that you had to zoom in…you know first-hand how frustrating viewing non-responsiveness site experiences can be. Especially if you live on a mobile device for work and play. To see how your company domain ranks for responsiveness, simply enter the URL on Google’s Mobile Analyzer tool. OR, if you’ve ever opened a web page that says: “Oops 404” congrats, you found a dead-link. Campaigns and content pages change often for dynamic sites so dead-links can occur, however, they always leave a negative impression for users who find them first. To stay on top of dead-link fix needs, visit DeadLinkChecker.com to identify broken links and keep the content you WANT viewed, coming up in search!
  • Analytics provides visitor intelligence that is instrumental in any campaign or messaging strategy. Google Analytics lets you know who’s visiting your site, how long they are staying, which pages are your best, as well as a variety of other tools to help increase your website traffic. Every company should have GA on the site to actively monitor their audience and overall site performance metrics.

The above resources provide some high-level performance reporting on your domain. If this was helpful and you’d like more DIY tools, check out our Digital Landscape Report Template. DOWNLOAD TODAY!

About the Author:

Jamie is a results-driven marketing leader with 20+ years of success developing strategic plans and innovative multi-channel marketing programs. Over her career she has helped B2B organizations with all aspects of marketing, including branding, corporate communications, public relations, content strategy, web, marketing automation, social media, digital/SEO and event marketing.

Jamie is based in the Washington DC Metro area and has orchestrated go-to-market strategies for clients in the professional services, training, government, information technology and financial services sectors.