Whether a Web site needs a tune-up, realignment or redevelopment, a web audit is the place to start.
The following 54 points will help define what needs to be done to keep a site competitive and in good working order.
The only time a Web site is perfect, is the day it is launched.
Speed/Technology
- Does home page load time seem reasonable?
- Page load time on 56k dial-up _____
- Page load time on DSL/Cable _____
- Page load time on T1/T3 _____
- If the site entrance is a Flash animation, is there a skip-intro option?_____
- Is there a non-Flash alternative? _____
- Is there a way to download plug-ins? Can your visitor use the back-button to get back to where they came from?_____
- Is the site cross-browser (Explorer, Safari, Chrome, Opera and Firefox) compatible?
- Do all graphics on the page load? Are there broken images, broken links,or overlapping type?
- Does the site use statistics monitoring software?
- Does the site appear correctly at 800 x 600 resolution (or your defined resolution) and above? How about on larger screens?
- Do the audio and video clips work well?
- How does the overall speed compare versus the #1 or #2 competitor?
- Is the site cross-platform – MAC and PC, Mobile and Tablet (iOS, Android, Win) – compatible?
Appearance
- Is the overall look and feel of the site pleasing?
- Is the page layout and use of color, fonts and images consistent through out the site and with your current branding?
- Is the design appropriate for the purpose of the site and for the intended audience?
- Are the images relevant to the content?
- Rate the site’s overall appearance versus the #1 or #2 competitor.
Structure and Navigation
- Is the content of the site logically organized?
- Are users easily able to find what they want when navigating through the site?
- Is the navigation located in the same place on each page of the site?
- Do the pages fit in a browser window or do you need to scroll?
- Can users get to key information with a minimal number of clicks, one, two or three?
- Is there a site map or index?
- Are the naming and labeling of links clear?
- Is there a search feature on the site?
- Rate the site’s ease-of-use versus the #1 or #2 competitor.
Content
- Is the main purpose of the site immediately clear from the home page?
- Are the key messages immediately evident?
- Is there a call to action?
- Is the content well-written and free of misspelled words and errors?
- Is the content fresh?
- Is the content easy to scan? Is it easy to understand?
- Is the contact information easy to find, and does the site offer a number of ways to reach the organization?
- Is there an easy way to ask questions?
- Is there too much content? Not enough?
- Is there an easy way for the site owner to make changes?
- Does the source code contain search engine-friendly HTML titles, keywords and descriptions?
- Do the photographs have corresponding captions?
- Is the site as well-written as its #1 or #2 competitor?
Interactivity
- Do all components of the site function well: links, interactive forms, scripts, etc.?
- Do the online devices: shopping, live chat, registration, etc., work? Are they relevant to the site?
- Does the site collect e-mail addresses or other user information? Why? Does the site have a privacy policy?
- What functionality does competition have that should be added to this site?
Search Engine Optimization
- How easy is it to find the site on major search engines?
- Search Engine Ranking#
- Are the keywords, in the source code, title, description, etc. on all the major pages?
- Does the site utilize any third-party software that tries to trick the search engines?
E-Commerce
- Is it clear what the site is selling?
- Is it clear what the site wants visitors/users to do?
- Can one find what they want to buy quickly?
- Does the site explain why one would buy the product here versus the competitor?
- How does the site’s overall shopping experience compare versus the #1 or #2 competitor’s?
Marketing Communications
- Are the site’s key online marketing messages clear?
- Are the online messages consistent with offline messages?
- If the site posts press releases, do they have clickable links enbedded in the copy?
- Does the site include print ads? Articles? Radio? TV spots? Are they relevant?
- If the site has promotional micro sites or additional landing pages, are they consistent in look/brand with the main site?
