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Website Audit

Is your website working hard enough throughout the buyer journey?  Does it give buyers the information they want, when they want it?
 

 

B2B buyers visit suppliers’ web sites repeatedly throughout the buying process. They want to use your website to confirm what they're hearing from Sales teams; they compare vendor offerings; and they look for product validation from their peers. 

 

Make sure your website is discoverable, technically sound, user-friendly, and aligned with your sales messaging – or risk missing out on revenue.

 

 

 

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The solution… Conduct a website audit to uncover any problems and identify the steps to take to quickly improve performance

 

Our website audit gives you recommendations that you can apply to deliver an immediate improvement in website performance, as well as longer-term recommendations that you can build into your longer-term website strategy.

 

We review your website from a user experience perspective, with a particular focus on your home page, key content pages, as well as the site’s information architecture and navigation. We test the effectiveness of your campaign landing pages and the lead capture experience, including key conversion points on the buyer journey. We also review your approach to testing and application of learnings.

 
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Five ways B2B websites fail to support sales and marketing effectively

  1. Website navigation, internal linking, and page design inhibit simple access to the most important and useful information
  2. Web copy fails to align to sales messaging
  3. Page design, copy, and calls to action fail to engage users and maximise lead capture 
  4. The website doesn't collect useful user and lead data
  5. There is no testing strategy to continuously optimise website performance

Just some of the insights you will discover with an audit:

  • How to ensure your website meets essential usability and accessibility standards
  • How your website can support buyers throughout the purchase process
  • How to present your value proposition in the most consumable way
  • The best ways to make sure your users can find your most important content
  • How to maximize user engagement and lead generation via your website
  • How your website compares to those of your key competitors
  • The best way to deploy conversational marketing on your website

What Do You Get From Your Website Audit?

  • Recommendations for optimising your website’s information architecture
  • Review of your home page and key content pages, with recommendations on layout, navigability & content
  • Recommendations for improving conversion points throughout the user’s journey
  • Ways to improve your website’s accessibility
  • Review of your campaign landing pages’ layout and content, with recommendations for optimising your conversion rates
  • Feedback on improving the lead capture experience for users
  • Assessment of your testing strategy, execution, and application of lessons learned
  • Recommendations for optimal deployment of conversational marketing
  • A 1 hr presentation of key findings and recommendations
  • Full documentation in a PDF report, with supporting data in Excel where relevant
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Who Is The Website Audit Designed For?

B2B Business Leaders

B2B Commercial, Sales, and Marketing leaders and business owners whose websites act as a hub for marketing efforts

B2B Marketing Leaders

B2B Marketing leaders who want to maximise lead generation and bottom-of-the funnel conversion rates

Businesses Facing Change

  • Businesses with declining website visits and leads
  • Businesses that haven’t updated their website in the past 12 months
  • Businesses whose competitors have recently invested in refreshing their website
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Frequently Asked Questions

Q.Can we just do the audit ourselves?

You can, and we encourage highly active in-house management and evaluation of your website. Where we can make a real difference is in applying our knowledge of best practice and performance benchmarks generated from specialist tools and the experience of several years of conducting website audits for companies like yours. 

We also hear from our clients that an external view is critical in identifying issues that in-house teams have become accustomed to over time. We can highlight problems that your team may have come to accept as normal, not anomalous.

Q.We don’t really use our website for sales and marketing. Do we need an audit?

In modern B2B sales, your website is a critical tool for generating leads and supporting buyers at multiple stages of the purchase process. If you are underleveraging your website, you are likely losing out to competitors. We can tailor an audit to focus on the changes you need to make to bring your website into the heart of your sales and marketing efforts.

Q.How often to do I need to audit my website?

We recommend an annual audit. Many companies review their website far less frequently, typically as part of brand refreshes or platform migrations. Several years can pass between thorough reviews, and as a result user friction and other issues can undermine performance for far too long. 

The pace of change – in the economy, in technology, in the competitive context – means that the standards your website must reach are constantly evolving. To keep pace, you must manage your website as a product, not as a series of projects. Website optimisation must be an ongoing exercise, consistently informed by user data, latest best practice, and feedback from Sales and customers. A regular website audit can help make sure this happens.

Complete this form and we’ll be in touch within 24 hours to discuss your audit

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