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Website Analysis: What It Is and Why You Need It

author headshot - Alex Lee
Alex Lee
April 3, 2022
Read time: 5 minutes

Website Analysis: What It Is and Why You Need It

Optimizing your website for quick browsing and searching not only attracts visitors but also encourages them to explore and return for future use. User-friendly navigation, fast loading rates, and functional links make your website appear more professional and raise the likelihood of customer satisfaction.

Analyzing your website can assist you in determining which parts of optimization are successful and where you might benefit from updates or changes. Analyzing your competitors' websites may also help you uncover content and keywords to target, investigate ways to improve the browsing experience, and adapt ideas to make your site stand out and lead to more conversions.


What is a Website Analysis?

If you own a website, it's important to know what's going on behind the scenes.

Website analysis is the process of examining all aspects of a website to improve its performance.

This includes website speed, website design, website structure, and website SEO (search engine optimization).

Why You Need a Website Analysis

By understanding how your website is performing and making changes based on data, you can create a website that is optimized for maximum lead generation and conversion. Here are some insights that a website analysis can provide for you:

  • A greater understanding of your website visitors - how they behave on your website and what they are looking for.
  • Technical issues that are hindering your search rankings - slow load times, broken links, outdated content/information, and common web design mistakes.
  • Benchmarking against competitor websites - see what they are doing & what you can do better.
  • Conversion rate optimization - changes you can make or implement on your website design/structure to create a better user experience.

4 Important Types of Website Analysis

Four main types of website analysis help you identify your website's functions, performance, and how users interact with it.

1. Search Engine Optimization (SEO)

Even if your website looks appealing with all the right images and sales copy, your potential customers won't be able to find it easily if you neglected your SEO strategy.

This type of analysis looks at how well your website ranks in search engines such as Google and Bing. It's important to ensure that your website appears as high up in the results as possible so that potential customers can easily find you. Several factors contribute to SEO, including:

  • Search Engine Ranking: This analysis is used to determine where your website ranks in search engine results pages (SERPs) for a particular keyword. This can be useful in several ways. For example, if you want to see how your website ranks for a particular keyword in different locations or from different devices. Popular analytics tools used for this are Semrush and Ahrefs.
  • On-page SEO: This is used to identify common technical issues on your website that might be affecting your rankings on SERPs. These can include broken links, improper title tags, meta descriptions, alt tags on images, and so on. You can use free tools such as Google Analytics and Screaming Frog to find these results.
  • Backlink Audit: This is used to identify any harmful or low-quality links that might be pointing to your website. This can help you avoid penalties from Google's Penguin algorithm and compare your backlink profiles to your competitors. There are several tools you can use for this, including Moz's Link Explorer and Majestic's Site Explorer.

2. Traffic

The next type of analysis looks at the traffic that's coming to your website. This can help you get an understanding of the number of visitors to your website, and where they come from, including their geographic location and their device type.

By understanding your website's traffic, you can identify where the majority of your marketing efforts should go to.

One of the best tools for tracking your traffic and gathering data about what they do on your website is Google Analytics.

3. Speed

Did you know that even a 2-second delay in load time results in abandonment rates of up to 87%?

The speed of your website is important for two reasons: first, because it directly affects the user experience, and second, because search engines take it into account when ranking websites. Learning about which elements are slowing down your website -such as unoptimized images, code bloats, and inefficient hosting -can help you make improvements. Here are some free tools to help you identify elements that are slowing down your website:

  • GTMetrix
  • WebPage Test
  • Google PageSpeed Insights

4. User Experience (UX)

User experience is all about how easy it is for visitors to use your website, find the information they need, and complete the desired action.

Unlike other types of website analytics listed above, UX Analysis focuses on human preference and behavior rather than metrics and data. This also means that it can only be provided by users themselves.

By using behavioral analytic tools like Heatmaps and screen recording, you can analyze your visitor's behavior on your website and make improvements for more engagement.

What should I look for in the analysis of competitors' websites?

While there are lots of metrics you can review about your competitor's website, these 3 common factors should almost always be a priority:

  • Organic Traffic: If you rely on organic traffic to bring visitors to your website, knowing the SEO data and search engine rankings for your competitors' content and keywords might help you figure out how to change your keywords and rank higher in search engine results pages (SERPs).
  • Pay Per Click (PPC) Advertising: If you use PPC Ads, you can check how your competitors are utilizing paid traffic. You can check on areas such as the types of ads they make, where they feature those ads, and how each one is received by users.
  • Customer Demographics: By looking at the markets targeted by your competitors, you can find niche markets that are under-served or help you find a bigger market that you haven't thought of targeting before.

What makes a great website analysis?

First and foremost, make sure that the website analysis you receive is comprehensive and easy to understand. There should be no jargon or technical terms that you don't understand. The website analysis should also be concise and to the point.

Next, you should make sure that the website analysis covers all of the important aspects of your website mentioned previously in the article. In addition, it should include your website's design, content, navigation, and overall effectiveness of the sales copy.

Finally, make sure that the website analysis provides actionable insights that you can use to improve your website. The best website analyses are those that not only identify problems but also provide solutions.


Final Thoughts

A website analysis is a great way to get started on improving your website. It can help you understand what’s working and what isn’t, so you can make the necessary changes that will grow your business online.

If you need assistance getting started or want someone to take a look at your website and give you an in-depth website analysis report, Makko Digital is more than happy to help.

Contact us today to get your free website analysis or book a non-sales call to see what we can do for you to achieve your goals online.

author headshot - Alex Lee
Alex Lee
Alex Lee is the lead web developer and founder of Makko Digital. Outside of the office, you can find him training in the gym, trail running, and cooking.

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