Time to do an audit- website checks and getting buy in from the whole firm
Time to do an audit- website checks and getting buy in from the whole firm
This came from spending an afternoon with a client recently who wanted to help engage the whole firm in the process of thinking about their website, and also to make sure that the right people were engaged at the right level in terms of strategy, implementation and basic maintenance.
Actually what happened is that we put together a coherent plan to ensure that their site was always up to date.
By creating a series of Audits, agreeing when they should be done (frequency), and by whom the site should not only be consistently together but also they should create a sense within the firm that they are well and truly on top of the site and getting the very best out of it.
In reality what we have done is pooled together the advice we giving out all the time – but the presentation and the process here really works well and think it something well worth sharing with everyone.
The basic version will take no more than 10 minutes (or less) and is to cover the absolute essentials.
The second will take a little more time but should be able to be done in under an hour and is designed to be more business focussed and asks you to be slightly more reflective…and the third is the advanced stuff!
Basic – the 10 minute audit – Carry out every 2 months – Administration level involvement.
These are the kinds of things that absolutely have to be right!
- Logo – is it the most up to date?
- Does it tell people who you are, where you are, how you can help?
- Are the services listed correct and current
- Are the sectors listed and up to date
- Are the partner and/or staff details correct
- Does it have an out of date year next to the copyright in the footer
- Is the institute logo the most up to date?
- Are your contact details displayed and are they correct
- Are all your offices mentioned?
- Are there glaringly obvious errors! “Download the 2007 budget report” link that you put in one of your editable pages that we can’t automatically update.
Now most of this you should be able to update yourself quickly and easily, if not pass your request through to Client Services and they will be able to help.
Intermediate – the one hour audit – Carry out every 6 months – Marketing/Partner level
Not an easy one, but a valuable exercise. This is about trying to think about your site from the position of your users as well as the firm.
- Complete the basic audit
And then…
- Is it focussed on the objectives of the firm? E.g is it telling users about your new and expanding Corporate Finance service?
- Does your site actually have a focus?
- Does it have sign posts from your home page – are you directing users to where YOU want them to go?
- Are there clear pathways for users to follow?
- Is the site providing the most satisfying experience for users – e.g. clear navigation and linking through to appropriate content?
- Are there calls to actions on each page?
- How well do you think it represents you and your business?
- How well is it performing in the search engines?
This audit is also designed to require you to be more reflective of your online presence, and really start to tune into it as a valuable resource for your users and an effective business development tool for the firm.
By conducting this audit there is technically a member of staff who is taking a higher level responsibility for safe guarding your shop window to the world.
Some of the feedback from here should be used to make immediate changes, and some may need to be recorded and fed back to the rest of the firm or escalated. This information also can play a crucial part in being able to get the best out of the Advanced audit.
Advanced – The “how long have you got” audit – Annual – Marketing, Partner, with presentation to Committee Level
“Where we understand from the top down what we are and are not doing!”
Unsurprisingly first complete the intermediate and then have more of a think about the following.
- How do you know your site is delivering value for you?
- Overall is it consistent with the image you have of yourselves as a firm
- Does it reflect the ambitions of the firm for the next 2 years .
- How well does your design stack up – honestly, designs need to be refreshed every 2 years. How does it compare to some of the others out there?
- Is the style and tone of the content consistent with your target markets
- Are you creating compelling sales propositions?
- Are you demonstrating effectively your range of capabilities and depth of experience?
- How are you monitoring and evaluating the effectiveness of your web presence?
- How well is it integrated with your other marketing activities?
- Are you talking to all your target markets
- What else should your site be doing for you?
- What budget will you allocate to developing the site this year?
Some of this can be pretty meaty and often the discussion become quite political, however it is possible to take a fairly objective stance.
Reporting Back and Gaining the Input of Others
By having a regular process in place it is often easier to demonstrate to others in the firm that the site is of value and that it is easy to maintain. In other words someone is taking care of it…i.e. not them!
Their input therefore can be based on the assessment of others – to run a rule over the information that has been collated, and to then provide the input and advice that they will be more open and glad to give.
It can also be a good idea to ask us to come in and spend some time with you either to help prepare for, or as an invited participant to the marketing/website discussions at committee.
This presenting back and creating buy in sessions are by far and a way the most tricky, not least that it can become quite political- but there are some handy and useful ways in which you can present an assessment of your website in order for others to not only understand the contribution that it makes but also to empower them to make informed decisions at a strategic level.
Which is a good place for me to pick up another time!
If you are genuinely interested I have a more interactive self diagnostic tool which can really help to unlock where your site is, and to understand it’s current strengths and weaknesses. Email me and if you think it can help at this stage I’ll be happy to send it over and talk you through how it works and its implications.
Richard Sergeant
Head of Sales and Marketing
rsergeant@practiceweb.co.uk
0117 915 8639
Not yet a client? Please do feel free to give me a call - I'll be happy to help. 0117 915 8639
Date:28 May 2008
