What to Look for Online to Help Business Owners Improve Their Websites

What to Look for Online to Help Business Owners Improve Their Websites

When auditing a business owner's online presence, identifying weak points in their digital strategy is key to showing how you can help. Below is a checklist of common website and online visibility issues you should look for to demonstrate areas for improvement.

Addressing these issues will not only improve their website’s performance but also enhance their customer experience and search engine rankings.

1. Website Performance Issues

What to Look For:

• Slow Loading Speed: Websites that take more than 3 seconds to load can lose up to 40% of visitors. Use tools like Google PageSpeed Insights or GTmetrix to check loading times.

• Broken Links: Check for dead-end links that lead to 404 error pages. These harm user experience and SEO. Tools like Broken Link Checker can help.

• Non-Responsive Design: Ensure the website is mobile-friendly and adapts properly to various screen sizes. Use Google’s Mobile-Friendly Test to check.

• Unsecured Website: Look for missing HTTPS (SSL certificates). A “Not Secure” warning in the browser scares away visitors and harms SEO.

• Outdated CMS or Plugins: For websites built on platforms like WordPress, check for outdated themes or plugins that could pose security risks or compatibility issues.

How You Can Fix It:

• Optimize images, enable caching, and use a Content Delivery Network (CDN) for faster loading.

• Update or fix broken links to improve navigation and user experience.

• Implement responsive design and upgrade security certificates.

2. SEO Issues

What to Look For:

• Missing Meta Tags: Check if the website lacks meta titles, meta descriptions, or headers (H1, H2, etc.) on key pages.

• Poor Keyword Targeting: Analyze whether the website targets relevant keywords for their business or location.

• Low Search Visibility: Use tools like Ahrefs, SEMrush, or Ubersuggest to check keyword rankings and organic traffic.

• Spammy Backlinks: Use a tool like Moz or [Ahrefs] to check their site’s spam score and identify toxic backlinks that harm their domain authority.

• Duplicate Content: Look for duplicate content issues that may be penalizing their SEO performance.

• Missing Sitemap or Robots.txt File: Check if the site has these essential files for proper indexing by search engines.

How You Can Fix It:

• Write optimized meta tags and add relevant keywords to key pages.

• Use disavow tools to clean up spammy backlinks.

• Submit sitemaps and improve on-page content for better rankings.

3. Poor User Experience (UX)

What to Look For:

• Confusing Navigation: Menus that are hard to navigate or missing important links can frustrate users.

• Cluttered Design: If the website is overloaded with text, images, or CTAs, it can overwhelm visitors.

• Missing Contact Information: Check if the business’s phone number, email, or address is easy to find.

• Non-Accessible Design: Ensure the website meets accessibility standards (e.g., alt text for images, proper contrast for readability).

How You Can Fix It:

• Redesign menus to improve navigation and simplify the layout.

• Optimize the website for accessibility and ensure critical information is prominently displayed.

4. Local SEO Problems

What to Look For:

• Inconsistent NAP Information: Check if their Name, Address, and Phone Number (NAP) are consistent across their website, Google My Business, and other directories.

• Missing Google My Business Profile: Many businesses fail to claim or optimize their GMB listing.

• Negative Reviews: Look at their reviews on Google, Yelp, or Facebook. A poor rating can deter potential customers.

• Lack of Local Keywords: Analyze if the site targets local searches like “[service] near me” or “[service] in [city].”

How You Can Fix It:

• Correct NAP inconsistencies and optimize their Google My Business profile.

• Encourage satisfied customers to leave positive reviews.

• Add location-specific keywords and schema markup for better local rankings.

5. Lack of Engaging Content

What to Look For:

• Outdated Blog or No Blog: Check if their website has a blog, and if so, whether it’s updated regularly.

• Missing Visual Content: Look for the absence of engaging visuals like videos or high-quality images.

• No Call-to-Actions (CTAs): Check if pages lack clear CTAs (e.g., “Contact Us,” “Book Now,” “Learn More”).

How You Can Fix It:

• Create a content plan for blogs, videos, and case studies to attract and educate their audience.

• Add compelling CTAs to guide visitors through their customer journey.

6. Social Media Gaps

What to Look For:

• Inactive Social Profiles: Check if their social media accounts are regularly updated.

• Low Engagement: Look for low likes, comments, or shares on posts, indicating poor engagement.

• Missing Platforms: Determine if they’re absent on key platforms relevant to their industry, like LinkedIn for B2B or Instagram for visual industries.

How You Can Fix It:

• Develop a consistent posting schedule with engaging, shareable content.

• Use targeted ads to boost visibility and engagement on the right platforms.

7. Analytics and Tracking Issues

What to Look For:

• No Analytics Installed: Check if the website has Google Analytics or another tracking tool installed.

• Missing Conversion Tracking: Many businesses don’t track actions like form submissions or purchases on their site.

• No Heatmaps or User Behavior Tools: Lack of tools like Hotjar or Crazy Egg to understand how users interact with the site.

How You Can Fix It:

• Set up Google Analytics, Google Tag Manager, and conversion tracking.

• Use heatmaps and session recordings to optimize user flow.

8. High Spam Score

What to Look For:

• Toxic Backlinks: Check if their website has links from spammy or irrelevant sites.

• Over-Optimized Content: Look for keyword stuffing or unnatural-sounding text, which can trigger penalties.

• Spammy Blog Comments: Check for spam in comment sections, which can harm credibility.

How You Can Fix It:

• Disavow toxic backlinks using Google’s Disavow Tool.

• Rewrite over-optimized content to follow best practices.

• Moderate blog comments or disable them if necessary.

9. Poor Conversion Rate Optimization (CRO)

What to Look For:

• High Bounce Rates: If visitors leave without interacting, it signals poor engagement.

• Weak Landing Pages: Check if landing pages lack compelling offers or are poorly designed.

• No Lead Capture Forms: Look for missing forms, pop-ups, or CTAs for capturing leads.

How You Can Fix It:

• Redesign landing pages with clear CTAs, trust signals, and value propositions.

• Add lead capture forms or email opt-ins to generate more leads.

10. Competitor Benchmarks

What to Look For:

• Better Rankings: Check how competitors rank for important keywords.

• Stronger Social Presence: Analyze their competitor’s social media engagement and follower count.

• More Backlinks: Use tools like Ahrefs or Moz to see if competitors have better-quality backlinks.

How You Can Fix It:

• Perform a competitor analysis to identify gaps and create strategies to outperform them.

How to Present This to a Business Owner

When presenting these findings to a business owner:

1. Highlight the specific issues you observed (e.g., “Your website’s load time is 6 seconds, which impacts conversions”).

2. Explain the consequences of these issues (e.g., “This could be driving potential customers away”).

3. Provide an action plan for how you can help (e.g., “We can optimize your website speed and improve your Google rankings”).

By showcasing these problem areas, you’ll demonstrate your expertise and position yourself as the solution they need.

Cheers,

Austin Pray

CEO | Weezle Marketing