Internet Marketing Audit

“The measure of success”

Websites are no longer just one element of the marketing mix tacked on to a marketing plan. A company’s web presence is now a vital part of its branding, it’s positioning and moreover a communication platform for both its existing and future customers.

The website has shifted its importance toward the ‘centre ground’ of the marketing strategy and surrounded itself with the other marketing activities. The website once just a brochure online now has to perform a more important role but to the delight of business managers can be measured and audited to ensure maximum return on your internet marketing investment.

Bright matter as an Online Digital Agency will audit your website and the role it plays in your business and your industry. Does it portray the brand essence of the business? Does it contain the information required to meet the intended visitor expectations? Is your website found on the search engines for the key phrases that you would expect your prospects to search for?

These and many other questions are part of our internet marketing auditing services which offers a complete and in-depth analysis of your website as part of building a web marketing plan.

Web statistics

Knowing where you want to go as part of a web marketing strategy must be balanced with a view on where you are now. Our first job is to analyse the web traffic to your existing website and the data behind the visits. Statistics available are very detailed and reveal the navigation habits of your traffic and even in some cases the identity of the visitors with details on their search terms.

Analyse links

The importance of  inbound linking is not fully understood by many organisations but it is vital for good listings particularly with Google. Links from other websites to yours has the effect of ranking you in an online community. Search engines will recognise the effect of relevant links and so long as other SEO techniques have been employed. After all their ambition is to give the visitor a good information experience. If many sites link to yours then the assumption is that you have something worth linking to. We will analyse who links to you but also who is linking to your competitors.

Customer profiling

Intuitively you will know who your customers are but for us to question and detail out their identity will form your own benchmark for future web marketing or indeed other marketing activities. The follows is typical of our questioning.

• Existing customer business
  • Look at sales in recent past
    • For what product or service
    • Where was lead generated
  • Who did you sell to
    • B2B versus B2C
  • Key trades / industries
  • Reasons for engaging with you
  • What proportion of custom is marketing driven
• Promotional Mix
• Repeat business
• Destination or convenience visit
• Customer segmentation
  • Identify who for what product / service
  • Customer behaviour on web
  • What role does the web site play
• Customer DNA
  • Establish a buyer profile
  • Demographic makeup
  • Regional influences
  • Understand the people who buy from you but also the people who don’t
• Where do we you or your services fit into customers needs
• Purchasing patterns
• Loyalty

Market Evaluation

Knowing who your customers are gives us the vital first step in ensuring your website appeals to this audience and provides the right content and functionality to get your message across.
We will evaluate your online market place and coupled with your own industry market knowledge develop a competitive online strategy.

Search Engine Rankings

Benchmark your rankings with your competitors for key search terms. Our expert knowledge of how search engines work enables us to dissect the structural requirements for a successful web presence.

It is a combination of fabric and structure that enables search engines to find content, understand it and index the terms that matter.

Keyword Analysis

Knowing your audience detailed as part of this consultancy enables us to jointly identify the key phrases the desired visitor will search for. This is a joint process assisted by online benchmarking tools to measure the search frequency of favourite industry terms.

Coding Audit

This is the technological audit that reveals how well your website has been developed. This is important particularly with search engines as key data needs to be examined by search engines so they know what and where to index you in their results. If they cant find you or worse don’t understand what you do then simply you don’t appear. Some technologies and the way they are applied don’t even get read by search engines.

This is also important for visitor interaction from the basics of photographs loading quickly to the coding of database activity.

Content

Content is key. There is nothing more important in the overall site’s performance than well written compelling content that differentiates your products and services both to the human visitor as well as the search engines.

Form follows function

Design and website functionality will be as important in the evaluation as any other aspect. Your website has a defined role and this knowledge will dictate its key objectives; to inform, advise, educate or to entertain. Whatever the role the functionality will again be particular to your audience around which the design casing can support with images, colour, navigation and features. We will analyse the user experience on your site and discuss with you your desired results.

Action Plan / Specification / Report

Any worthwhile consultancy delivers a route to success. The research described here will detail out a solution to include web design, search engine optimisation and development functionality but personal to your business success in your marketplace.

Please contact us if you have any questions and want to arrange a meeting to discuss this service further.