ideal client<\/a> is valuable not only for your website, but so many other areas of your business, so putting in the time to figure this out goes a long way. Ask yourself:<\/p>\nWho is your website intended to reach?<\/p>\n
Put yourself in their shoes and consider what their goals may be when visiting your website.
Are they one-time customers looking for a quick fix or repeat clients who need ongoing support?
Are there different audiences that use your site differently?<\/p>\n
Understanding the \u201cwho\u201d behind your website will help you clarify your messaging and create a guided experience that helps them reach their goal easily and efficiently.<\/p>\n
2. Map Out Your Client Journey<\/h2>\n
Your brand experience is about far more than your website, so take a moment to consider a prospective client\u2019s big-picture goal. What are they looking for and how can you help them solve that through your website? For example, perhaps you need a robust blogging presence to provide educational content that helps your ideal clients understand the value of your services or maybe you just need some powerful calls to action (CTAs) because they\u2019re already warmed up for the purchase.<\/p>\n
3. Create A Site Map<\/h2>\n
Begin mapping out the pages for your site, understanding how many pages your average visitor goes through before taking action. Consult your website analytics to learn more about your client\u2019s behavior and adjust as needed. Consider how to connect the pages logically to ensure prospects get exactly what they need in the time allotted for their visit. For example, you might find that guiding people to your portfolio is an unnecessary detour if most of your visitors find you through social media, which is already filled with photos of your work.<\/p>\n
4. Review Your Homepage<\/h2>\n
Your homepage serves as the gateway to your site, so it\u2019s your prime real estate! It\u2019s often the first page your ideal client sees; even if it\u2019s not (like if they found you through a landing page or blog promo), they will likely click through to your homepage after you\u2019ve caught their interest. Consider whether your homepage clearly defines what your business does and how you can help them solve their problems. Then, make sure their next steps are clear with bold CATs throughout the page.<\/p>\n
5. Review Your Content<\/h2>\n
Now, it\u2019s time to turn your attention to the internal pages of your website. With your site map in mind, look at all of the content on your site to determine whether it all meshes seamlessly. Ask yourself:<\/p>\n
Does it answer the questions your clients are bringing to your site?
Does it create a conversion point to guide them to take action?
Is it formatted in a way that is scannable and easy to read?<\/p>\n
Every page on your website should ultimately drive your visitors to take action, whether it\u2019s another step in your sales funnel (like downloading a lead magnet) or starting the purchasing process by adding a product to their cart or scheduling a consultation.<\/p>\n
6. Review Conversion Points On Your Website<\/h2>\n
Evaluate all of the areas on our website that encourage visitors to convert. This includes buttons to schedule a call, links to your contact page, email opt-ins and other CTAs. Confirm that there are no broken links and that they all send users to the right destination. If applicable, are you gathering all of the necessary details you need from an inquiry? If not, maybe you should add some questions to your intake form. Are there multiple ways a visitor can get in touch with you and, if so, is it clear which step they should take? If you want a website that converts, you need to have strong, working conversion points.<\/p>\n
7. Confirm Your Website is Mobile-Friendly<\/h2>\n
People access your website from various devices, so you need to ensure it shows up consistently no matter the interface. Review your website on both mobile devices and a desktop or laptop computer. Make sure it\u2019s easy to navigate in both instances especially on mobile. You don\u2019t want your ideal client to drop off just because they found your website while on their phone instead of their desktop.<\/p>\n
8. Assess Competitors\u2019 Websites<\/h2>\n
Competitive research is not intended for copying anyone else\u2019s ideas but rather for informational purposes to see how your website fits in the market. For example, review competitors\u2019 websites to see how they market themselves and what works well on their site and what doesn\u2019t.<\/p>\n
Believe it or not, website audits can be a lot of fun and may uncover some unique opportunities for your business to stand out in the market. In some cases, you may find some new products or services to offer or even formalize ones that you offer but haven\u2019t promoted.<\/p>\n
Plus, you don\u2019t have to do it alone! I recommend having each member of your team audit the website separately and bring their findings together. Everyone has a unique perspective when browsing a site, so you\u2019ll be surprised at the gaps you didn\u2019t notice. If you\u2019re a solopreneur, you can ask trusted industry peers to review your site and provide feedback. You may even offer an audit exchange, just be sure to discuss ideal clients and their needs so they know what their looking for and how to provide valuable feedback!<\/p>\n
After your initial audit, set time aside to revisit your website\u2019s content every six months and see if it needs to be changed. Regular check-ins allow you to update the client journey if you\u2019ve adjusted your business in any way. As time goes on, these reviews will become faster and you\u2019ll be well on your way to becoming a conversion machine!<\/p>\n
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