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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

iProperty optimization

Consumed => “Improve Your Website with this Do-It-Yourself Website Audit Checklist” by Sherice Jacob on Crazy Egg.

http://blog.crazyegg.com/2012/03/14/website-audit-checklist

=> My value add (i.e., left a comment)…

Good morning. Thanks Sherice, you make some good points. Mind if I clarify a couple of things?

=> The audit idea is a good one. However, the first step is to define why the site exists, the expectation of those coming to visit it/use it, as well as the objectives of the brand the site should enable (once the visitor expectations are met).

For example, how often do we visit sites where getting the visitor to contact the company has to be a top priority, yet the phone number is in uber small type? Or the brand wants to be perceived as customer-friendly yet finding the help/support is far from customer-friendly.

My point is, the audit has to be relative to some benchmark. You can’t start until that benchmark is defined. Sadly, a fair number of sites are designed/developed without such things being defined.

=> You said: “Design and layout trends are showing many sites moving to a block-style minimal homepage with supporting sub-pages…”
Pardon my bluntness but screw such trends. Speaking for myself and the sites I work on, in the majority of the cases more than half the traffic enters via pages other than the home page. In short, from the perspective of the visitor, every page has the potential to be the home page. A well architected site should reflect such facts and expectations.

=> You said: “…but more about the different paths that users take to get where you want them to go…”
Actually, as mentioned, the first priority is not the brand but the visitors’ expectations. Where they need to go and where the brand wants them to go are not the same thing. The wider the disconnect, the greater the risk of visitor frustration. We don’t want frustrated visitors, do we?

=> You said: “…you’ll want to be sure that it’s user-friendly and consistent across every page…”
Yup! And all the more reason to abandon the “home page” / inner page approach.

=> You said: “…You don’t have to reveal everything in a post. Write a follow-up series…”
Yup again. By doing multi-part blog posts deeper and broader subject matter can be explored. It also “baits” the readers to come back again, or drill around on the site if they entered not via the first part of the series.

Thanks again. Have a good day.

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