How to audit your own website
Many business owners have websites that have grown organically and in most cases the original goals and intentions for the website have been overridden by the natural business evolution. Thus creating complex websites behind the scenes.
I call this the Octopus effect. It’s when a website has grown arms and legs and it feels out of control.
Frequently seen when potential clients approach me for a redesign!
Before making any design decisions, we conduct a thorough website audit—assessing the current state, understanding how they got there, and defining their future business goals.
Page count and page relevance
Reality Check: The first thing I do is a page count. Clients are often surprised to discover they have accumulated anywhere from 30 to 1,000 pages! Why? Over time, businesses evolve, adding new services and landing pages but rarely removing outdated ones. The result? A cluttered website filled with:
- Dated landing pages
- Old service pages for defunct offerings
- Blog posts and resources that are irrelevant to today’s market
- Drafts and duplicates
- Broken links and dead-end pages
These issues clog the energy flow of your website
Navigating this kind of website IS frustrating. Customers struggle to find what they need, pages open in multiple tabs, and slow load times drive potential clients away. Not to mention, some sites are still not mobile-friendly! Even visually, an outdated website can be a liability— small or badly cropped images, old branding, or even photos that no longer reflect who you are today… (different hair colour… less wrinkles… dated clothes… You know what I mean!)
Rebirthing your Personal Brand
I specialize in helping clients transition from outdated websites to modern, streamlined platforms with renewed energy and clarity. This process includes:
- Auditing the current website
- Reviewing and restructuring the website architecture
- Clarifying and re-grouping services
- Renaming navigation items for intuitive browsing
- Enhancing the customer journey to make booking and purchasing seamless
We ensure that your website works for you, guiding visitors effortlessly from their first click to completing a purchase.
Sitemap and Content Inventory: Holding Space
A content inventory provides a reality check. We compile a spreadsheet listing (you can do this too!):
- Page names
- URLs
- Future redirections
- Group services under umbrella categories
This helps us re-organize content and establish a logical website architecture. Then, we create a sitemap—a visual diagram mapping out customer journeys and key calls to action.
Example: Kingston Liberal Synagogue (KLS) sitemap
The old KLS website was confusing and difficult to navigate. Working closely with their team, we designed a sitemap that evolved as we refined the user experience. A crucial breakthrough came when we renamed header navigation items, grouping content correctly. Moving lesser-used links to the footer also decluttered the interface.
The most common feedback? “It’s so easy to find what I’m looking for now!” Mission accomplished.
New Website Architecture and Wireframe
Once the structure is in place, we move to wireframing—creating simple, grey-scale layouts to visualize the new website’s flow of information. This helps my clients to:
- Prioritize information effectively
- Determine necessary content for each step
- Understand how their services are accessed
- Hold space for their clients rather than focus on presenting themselves
As I often say, your website holds space for your clients. It should guide them clearly and efficiently, to get them to where they want, ensuring a smooth and engaging user journey.
Design follows Function
I adore beautiful design, but functionality always comes first. A stunning website is meaningless if it’s hard to use. My approach ensures that design enhances usability rather than overpowering it. And for you as a website owner a clear structure behind the scenes creates ease when you add pages and grow your website.
Live Interviews on Website Restructures
>> Listen to Nicolas David Ngan talk about bringing his old website into a new architecture
>> Listen to Rebecca and Craig from KLS reflect on the website re-structure
Is Your Website ready for a Refresh?
If you are at that point of feeling crossed and embarrassed with your website and want my expert eye on it, book your complimentary mini website review and and take the first step toward a renewed online presence.