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Your firm’s website is your shop window, your customer service hotline, and the home of your brand. It behooves you to make it as attractive and user-friendly as possible. To make sure it’s optimized for visitor experience as well as search engine ranking, you’ll need to conduct regular website audits. Specifically, you’ll want to look at the following:

Usability

If navigating to important content is a chore for users, even loyal clients will get frustrated quickly. Whether people are coming for specific information or just to browse, it’s important to have an intuitive interface and organized layout in which any page on the site is no more than three clicks away from any other. You don’t just want visitors, you want return visitors.

Performance

Speed is important to user experience. If your website lags or buffers, there are many other sites for your visitors to go to instead. And if your website is down more than once in a blue moon, then you can trust that you’re losing valuable opportunities.

Quality

A well-designed, high-performing website won’t retain users if the content is of low quality. Each time someone visits your website, they should come away with something of real value, something that your competitors may not have been able to give. This is how you’ll impress people and hopefully turn them into loyal clients.

Search Engine Optimization

Look to your keywords and how they’re being used. Are high-performing keywords being used enough? Are you relying too much on these keywords, and not providing enough high-quality content to back it up?

Search the back end of the site, too; check for an xml sitemap, page descriptions, etc. Google may be powerful, but you want to make its job as easy as possible.

Website audits can be tedious, but they don’t have to be daunting, especially if you’re diligent about maintenance.

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