DIY–Web Audit

Whether a Web site needs a tune-up, realignment or redevelopment, a web audit is the place to start. The following 54 checkpoints can help to define what can be done to keep a site competitive and in good working order.

Some thoughts before beginning:

1. The answers to the audit questions are meant to be part of a planning process. Nothing more.
2. Skip the questions not relevant to the site being audited.
3. The only time a Web site is perfect, is the day it is launched.

Web Site Audit

Speed/Technology

1. 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 _____
2. 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?
3. Is the site cross-browser (Explorer, Safari and Firefox) and cross-platform (MAC and PC) compatible?
4. Do all graphics on the page load? Are there broken images, broken links,or overlapping type?
5. Does the site use statistics monitoring software?
6. Does the site appear correctly at 800 x 600 resolution (or your defined resolution) and above? How about on larger screens?
7. Do the audio and video clips work well?
8. How does the overall speed compare versus the #1 or #2 competitor?
9. Is there a mobile-browser (smart phone) compatible version?

Appearance

1. Is the overall look and feel of the site pleasing?
2. Is the page layout and use of color, fonts and images consistent through out the site and with your current branding?
3. Is the design appropriate for the purpose of the site and for the intended audience?
4. Are the images relevant to the content?
5. Rate the site’s overall appearance versus the #1 or #2 competitor.

Structure and Navigation

1. Is the content of the site logically organized?
2. Are users easily able to find what they want when navigating through the site?
3. Is the navigation located in the same place on each page of the site?
4. Do the pages fit in a browser window or do you need to scroll?
5. Can users get to key information with a minimal number of clicks, one, two or three?
6. Is there a site map or index?
7. Are the naming and labeling of links clear?
8. Is there a search feature on the site?
9. Rate the site’s ease-of-use versus the #1 or #2 competitor.

Content

1. Is the main purpose of the site immediately clear from the home page?
2. Are the key messages immediately evident?
3. Is there a call to action?
4. Is the content well-written and free of misspelled words and errors?
5. Is the content fresh?
6. Is the content easy to scan? Is it easy to understand?
7. Is the contact information easy to find, and does the site offer a number of ways to reach the organization?
8. Is there an easy way to ask questions?
9. Is there too much content? Not enough?
10. Is there an easy way for the site owner to make changes?
11. Does the source code contain search engine-friendly HTML titles, keywords and descriptions?
12. Do the photographs have corresponding captions?
13. Is the site as well-written as its #1 or #2 competitor?

Interactivity

1. Do all components of the site function well: links, interactive forms, scripts, etc.?
2. Do the online devices: shopping, live chat, registration, etc., work? Are they relevant to the site?
3. Does the site collect e-mail addresses or other user information? Why? Does the site have a privacy policy?
4. What functionality does competition have that should be added to this site?

Search Engine Optimization

1. How easy is it to find the site on major search engines?
2. Search Engine Ranking#
   • Google
   • Bing
   • Yahoo
3. Are the keywords, in the source code, title, description, etc. on all the major pages?
4. Does the site utilize any third-party software that tries to trick the search engines?

E-Commerce

1. Is it clear what the site is selling?
2. Is it clear what the site wants visitors/users to do?
3. Can one find what they want to buy quickly?
4. Does the site explain why one would buy the product here versus the competitor?
5. How does the site’s overall shopping experience compare versus the #1 or #2 competitor’s?

Marketing Communications

1. Are the site’s key online marketing messages clear?
2. Are the online messages consistent with offline messages?
3. If the site posts press releases, do they have clickable links enbedded in the copy?
4. Does the site include print ads? Articles? Radio? TV spots? Are they relevant?
5. If the site has promotional microsites, are they consistent in look/brand with the main site?