Website Audit Guide: What Every Small Business Website Should Include

First impressions are everything and online, your website is your first impression. Whether you're DIY-ing your site or working with a designer, this checklist will help you identify what's working, what's missing and what could be costing you conversions.

First Impressions Matter!

Ask yourself - can my visitors understand my business in 5 seconds? Your website should instantly communicate who you are, what you offer and why it matters. No confusion, just clear messaging from the beginning.

This can be done efficiently with a tagline or hero headline at the top of your website. For example, my biz site has the hero headline "Creative solutions that make your business shine and leave a lasting impact." This quickly and effectively conveys that I offer design services that support your business's long term needs. You can write one for your business website by asking yourself this prompt: What is the one thing my ideal customer needs to know, in the shortest amount of words, to understand how I help them or make their life better?

Furthermore, it's essential that your hero headline appears above the fold. The term "fold" in website design is borrowed from newspapers, referring to the part of a website visible without scrolling. This is similar to a folded newspaper where only the top half of the front page is visible. You should place the most eye-catching and attention-grabbing information above the fold on your website.

Mobile Responsiveness

In today's world, most people are browsing your website from their phones - not desktops. If your site isn't mobile-friendly, you're likely losing visitors before they even see what you offer. Buttons are too small, text that doesn't scale or layouts that break on smaller screens all create frustration, and frustration leads to exits.

A responsive website adjusts seamlessly across devices, offering a smooth user-friendly experience no matter how someone finds you. Test your site on multiple screen sizes, use larger tap targets and make sure important content isn't buried or cut off. Mobile-first design isn't just a trend, it's the standard.

Fast Loading Time

Website speed isn't just a nice-to-have feature. It directly impacts your bounce rate, conversions and even your SEO. Studies show that if a page takes more than three seconds to load, over half of visitors will leave. We've all experienced trying to access a website that doesn't load fast enough. It can easily deter you from engaging with the business. As a business owner that's a huge missed opportunity.

To keep your site running quickly, compress large images, avoid bulky plugins and use tools like Google PageSpeed insights to identify issues. A fast site not only keeps people engaged, it sends the message that your business is polished, professional and ready to deliver!

Clear Navigation

Navigation design can make or break your website experience. One golden rule to keep in mind is the classic "less is more." Aim to limit your main navigation menu to just 4-5 essential tabs. Start with the basics: About Me, Services/Products, and Contact. And guess what? You can ditch the "Home" tab; just link your logo to the homepage instead, it's cleaner and more intuitive!

When it comes to page names, keep it simple and straightforward. Avoid long-winded titles like "Get to know the owner" for your "About Me" page. Stick to concise, punchy headings that get straight to the point. If you need to use specific language for clarity, do it in the page headings!

When it comes to your footer links, don’t go overboard. Reserve less critical links, like your privacy policy, for the footer rather than cluttering up the main menu. This keeps the focus on what really matters!

Internal linking is your secret weapon for solid design. Use strategic links to guide users through your site like a well-marked trail. On your homepage, give visitors a sneak peek of key pages with buttons that lead them to more information. Each page should seamlessly lead to the next destination.

For instance, my homepage features sections on services, my background, products, and a contact form, each linking to detailed pages. This way, visitors can easily navigate from the homepage, explore services, and reach the contact page for inquiries or bookings without any hassle.

This approach not only enhances user experience (UX) but also keeps visitors engaged and on your site longer. My website is designed to be both informative and inviting, ensuring that your audience feels right at home!

Strong Calls to Action

Strong Calls to Action (CTAs) and website navigation go hand-in-hand. Like I was saying before, every page on your website should have a clear next step. Whether it's booking a service, downloading a freebie or filling out a contact form. Your visitors shouldn't have to guess what to do next. A good website will tell you. That's where a strong CTA comes in.

A great CTA is specific, action-oriented and aligned with your goals. Instead of vague phrases like "Learn More," try "Book Your Free Consult" or "Get Your Custom Quote." Use buttons that stand out visually and place them strategically throughout your site to guide visitors toward conversion - without making them scroll or search.

Trust-Building Elements

Before someone decides to work with you, they need to trust you. And online, that trust is built through visual cues and social proof. Testimonials, reviews, portfolios and case studies all help reassure visitors that you're experienced, reliable and most importantly, worth the investment.

You don't need a huge portfolio to build trust, just start by highlighting kind words from past clients, showing real results or displaying certifications and press features if you have them. A dedicated testimonial section of your website can go a long way in turning visitors into buyers.

SEO-Friendly Structure

Search Engine Optimization (SEO) isn't just for big businesses. It is essential for getting your website seen. An SEO-friendly structure makes your content easier for both humans and search engines to understand. That means using clear page titles, proper heading hierarchy (H1, H2, H3) and relevant keywords naturally throughout your site.

Don't forget about the behind-the-scenes elements too. These would include meta descriptions, image alt text and clean URLs. These small details help improve your visibility on search engines and drive more qualified traffic to your site. A well-structured website not only looks good - it performs better.

Consistent Branding

Your website should feel like an extension of your brand, from the visuals to the tone of voice. That means using the same fonts, colors, logos and overall aesthetic across every page. Inconsistencies, even small ones, can make your site look disjointed and unprofessional.

If a potential client opens your website from a link in your Instagram bio but are met with different branding, colors and fonts than what they just saw, this will undoubtedly cause confusion.

When your branding is cohesive, it builds trust, strengthens recognition and gives visitors a sense of who you are. Whether someone lands on your homepage or a blog post, they should instantly know they're in the right place. Consistency creates confidence and confidence converts.

Bonus tip!

Keep your website updated! It's not a bad idea to add "website check and updates" to your monthly business to-dos. This can include updating services or products, fixing broken links or refreshing photos. Either way, it is a good habit to get into.

All in all. Your website should be your hardest working employee - making connections, answering questions and converting visitors into clients. If your site isn't quite doing that, it might be time for a refresh.

Click here to learn more about my website services and we'll get started on your new and improved website today!