Do Your Own Brand Audit

You need to have a little clarity on your foundational pieces:

• Who is it for?

• What problem are you solving?

• What do you know or do that is unique?

• What is the benefit of working with you?

This is what we went over last week in part 1, so head to that article first if you haven’t had a chance to read it yet.

Then for the website, what is the main thing we want the user to do? The number one Call To Action (CTA)?

It could be something like this:

• Call you/Schedule an appointment

• Sign up to receive your content

• Buy something

When we have those clear (or sort of clear as I know it can take a little time to be fully clear on them), we can get going on making that audit! 

I’m going to go over the top 7 things to look for, to be sure your site is set-up to convert the right clients:

• Home page – without scrolling: does the user know if it’s for them, how you can help them and can they take action (in other words click a button and schedule a call, sign up to receive your content or buy something)?

• Are you using a set color palette throughout or might your site look like a circus? I suggest having 1-2 main colors ,1-3 accent colors and 1-2 neutral colors. I would go with less rather than more so if you pick one for each category you are all good. Then stick with them throughout your marketing material and touch points.

• Do you have enough negative white space to let the user easily digest your content?You don’t want your website to feel like you just stepped into a hoarders home! Yikes. Leaving plenty of space around your content and buttons might feel counterintuitive because it will make the user scroll a bit more, but it actually helps the user to take in the content easier even if they might need to scroll a little extra. 

• I know you might sell multiple things but try to have one main CTA (Call To Action) and sprinkle it throughout to help the user to easily click that button and convert into a client. That is for example schedule a call, sign up to get your content or buy something

• Are you being too wordy and not very clear on what you are trying to communicate? It’s much harder to say what you want to say with fewer words. I would recommend going through paragraph by paragraph and see if you can cross stuff out that doesn’t bring any extra goodness. Less confusion, more clarity – yes please!

• Do you have original images or really good stock images that reflect who you are and what you stand for? The type of images will make a huge impact on your website.  Humans are visual creatures and even if you are analytical you actually take in way more with just looking vs reading. In fact, website users only read on average 28% of the words on a page.  Furthermore, 90% of the information processed by the brain is visual.

• A little SEO goodness, have you named your images properly along with alt tags and descriptions?  There is tons of stuff you can do to optimize your website for search engines. This one is fairly simple, and does bring a lot of juice.  Instead of naming your images, tophomepage.jpg  name it KHD-Website-Brand-Audit-Clinet-Karin.jpg then all those words are searchable by the search engines simply by using keywords and putting a dash in between each.  Then also include a sentence in the alt tag describing what you see on the image and a bit more details in the description.

Alright if you look through all these you should be able to clean up your website to make more conversions.

If you want my help, we have a great offer where you get to chat with me over Zoom for almost an hour, we look over your site together to make sure it presents you properly and converts. When we are done with our call you get an action filled list from me, to update as well as I will check in a week or two later to make sure you made it happen.