May I show you a little insider secret from the world of web marketing? It’s called a website rank check tool. It shows you a score out of 100 for how well your website is built, secured and how well it delivers marketing engagement.
My favourite one is the WooRank tool – I have it installed in the toolbar of my Chrome browser. But you can use this website or the HubSpot Website Grader Tool does a similar job – but from behind a registration paywall.
We use this when testing SEO on a website for clients. But you can do it yourself – we’ll show you how.
A case study Central Flowers
I read a lot of newsletters and when I got one from a printer and web design company, I clicked through to their gushing review of their team’s work building a website for their customer. So I decided to do an independent check on the website. It scored 52.3/100. Hardly a rip-roaring success for a new site.
You can see the result here and it demonstrates two things
- The web team are only designing for HUMAN visitors, not SEARCH ROBOTS
- The client is not expert in hiring and buying expertise.
First things first. The web team should know about these issues
- Headings should be in a hierarchy (they choose to only use H1)
- Three image Alt attributes missing (so search engines can’t index the image and link back)
- No anchor text in several external links (except the one going to the web design company)
- No language declared (so the search engines know it’s English)
- No blog – so the web rankings won’t become good because the site won’t get regularly updated (this is a failure of marketing strategy more than web design)
- Secure (SSL) website but registered to a different domain (a property management company)
- Automatic Copyright update to the correct year (it’s 2016 on the site)
These are hygiene factors. They show up the lack of quality control by both the developers and to a lesser extent by the client.
The #1 mistake business owners make when buying a new website
The mistake is to buy a pretty design layout. This is made by a designer.
What you need for an effective website is web development made by a web developer as well. This sets up the effective tools and structures which humans cannot see from a website front end. But robots and web search engines CAN see. And now you can too.
Go and test your website using the Hubspot or WooRank tools now. And send me the results.
Book in a 20 minute call and we will tell you what can be easily improved and how you can do it yourself (yes, really – most of these improvements do not require web development expertise, only editing in your CMS).
Or just buy the book.