Now more than ever – Why you need to Audit Your Business

What are Audits and Why do you need one?

Lean management has taught us that strategy and planning is the key differentiator between proper execution and wasting time and financial resources. Therefore, it should not come as a surprise that an online strategy is necessary for you to succeed. Learn why the first step in online management is actually auditing your current system.

As Kim Peterson says in her latest article with Fave

Time to redefine or rebrand “you as your brand?” Was the old normal not serving you?


System Audits

Having an audit completed on your current website is the first step in maintaining a website that functions at the highest level possible – both with its visibility and its functionality. An in-depth audit will provide an analysis of why your site is not generating traffic and why your sales and conversions are not improving.

Website audits are necessary to measure and improve the visibility and efficiency of your website. They can help you with your Google search ranking and increasing site traffic as well as performance.  Site Auditing will give the business the opportunity to recognize what is going well and what could be improved upon.

A system audit is how you define the problems your site is experiencing as well as measuring and exploring the source of these issues; this provides you with a general outline of what steps come next.

Lean Marketing/Six Sigma

Performing a website audit opens up massive opportunities to mend and build your website while growing conversions. This lean marketing/six sigma approach has been leading us to a better market and improving relations with our clients.

When we use lean marketing, we optimize a website for client use and the user experience. Typically, this will include:

  • Statistical thinking or thinking about the aspects of the website that capture your audience or the percentage of visitors that sign up to a newsletter in its current placement.
  • High-performing teams that work on projects that directly relate to the bottom line.
  • Having a detailed approach to the problems you’re experiencing or have identified. This means defining, measuring, analyzing, controlling, and improving these issues.

You should also make sure that everyone is on the same page and supports the overall vision of the business. The process will go much quicker if you have measured goals to analyze changes and benchmarks to see when you reach or exceed these goals.

Any website can be assisted with a reliable Six Sigma/Lean marketing analysis because it examines and uses data to determine a strategy to execute. An analysis of this caliber allows you to analyze your data methodologically – and strategize a solution.

By carrying out the business audit process, you can increase your conversions, visits and user experience because you’re able to see what you’re lacking or what is not working. Websites that are not regularly audited will continue to lose effectiveness as an arm of the company’s online marketing strategy. Marketing strategy is an ever-changing plan based on the needs of the customer, so panning for regularly scheduled audits and strategy revisions should be a part of any successful marketing planning.

Also Read: What is the Marketing Audit and Why Do You Need One

Now more than ever – Why you need to Audit Your Business
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What is a Website Audit and Why Do You Need One?

Does your business have a beautiful website that does not seem to be converting visitors to customers? Or, do you have an older site that you know needs some updates, but you are not sure where to start? Moreover, you don’t know how to audit a business? A website is a vital piece of any businesses online marketing strategy, so making sure that your site is doing the job it needs to do is extremely important. A great way to find out why your website is not working for your business is through a website audit. An audit should be completed every 12-18 months to keep up with changing trends and technologies. It is extremely important to plan these audits into your annual marketing budget.

What is a Website Audit?

First of all, what exactly is an audit? A website audit is an analysis of everything that can affect your website’s performance and visibility in search engines, such as Google, Bing, etc. It is used to provide insight regarding the overall traffic, website, and individual pages. Website audits provide information to improve your marketing and increase your overall reach and traffic.

A typical audit will include a:

  •   Video consultation: This is where you discuss what is or is not working, what you need, and how you envision your business thriving.
  •     Gap analysis: You will be able to identify goals, clarify your target audience needs vs. wants, and map your client’s online journey.
  •     Review of user experience: Discover how your current and future clients use and will use your website.
  •     Review of user interface: The process of creating a beautifully structured website while using content and sales strategies to drive your users to do what you want them to.
  •     Avatar motivation: Find out what the underlying motivation for why your client behaves how they do and why they buy from you vs. leave your website.
  •     Project plan: A plan that includes all opportunities and takes budget, timeframe, and more into account to optimize your site to attract your target audience.

Why Do You Need a Website Audit?

Now that you know what is an audit, you might want to know why an auditis important for your company? Your website is the first thing your clients check out when they discover your business. This means that it often ends up as the first point of contact with a potential client and is what makes them decide if they want to know more about your services. Having an audit on your site will help streamline your sales and marketing funnels by aligning all your brand channels. It will help identify ways to bring and keep potential clients on your website to learn more about your business and what you can do for them.

An audit will assist your business with marketing strategies and goals in a way that takes the pressure off of you. The audit will organize the findings and provide a detailed plan to improve and increase your conversions.

Online marketing is fast paced, and always changing. Businesses need to be constantly adjusting their messaging and strategies to keep up and stay top of mind. A website audit every 12-18 months will keep your business up to date and useful to your marketing goals.

What is a Marketing Audit and Why do you need one?

A marketing audit is a complete evaluation and interpretation of your business’s marketing environment and efforts. The audit is comprehensive and systemic in the analysis of your marketing methods and results. These audits are done by a third-party who has the know-how to audit business and can provide an outside perspective.

 By carrying out a marketing business audit process you will also evaluate your marketing goals, objectives, strategies, and principles to identify your problem areas and opportunities to improve. The end goal is to create an easy-to-follow marketing plan of action that will enhance your marketing activities, and therefore your businesses’ marketing performance.

Simply put, the importance of marketing audit lies in studying your marketing plan and highlighting the strengths while eliminating the weaknesses.

Parts of a Marketing Audit

Marketing audits work similarly to website audits; they consist of six elements that are designed to optimize your marketing strategy and create a reasonable end-game goal.

The different pieces typically included in a marketing audit are:

  • Initial consultation: The starting point where you discuss what you know is working or not working in your marketing strategy and create a plan of attack to correct or improve the situation.
  • Marketing gap analysis: You will attempt to identify why your content is not converting and identify an achievable goal for your marketing plan. You will also get clarity on what your target audience wants vs. needs.
  • Marketing UX review: A UX or user experience review determines how your current and future clients use your website and how to target your marketing towards their needs.
  • Marketing funnel review: Discovering the client’s journey from when they first learn about your business to when they’re ready to buy your service.
  • Avatar motivation: Understanding the motivation behind why your client behaves how they do and what in your marketing strategy triggers them to purchase your service.
  • Marketing project plan: A guide that takes everything you’ve learned into consideration that creates and plans out a marketing strategy that attracts your target audience.

As Catherine White mentions in her article “Are You Really Ready To Be An Entrepreneur?

Study And Get To Know Your Market. Do some research to find out if the product or service you have to sell is something people will want or need to buy. Many people make the mistake of starting a business based off of what they want rather than what the market wants and then wonder why their business isn’t growing. Remember, it’s not about you it’s about your prospective customers. If you do your research before you jump into the market you will save yourself a lot of frustration and headache AND a lot of money.

Why Do You Need a Marketing Audit?

Your current marketing strategy might be working well, or it might not be. Either way, having an outside source look at your plans can examine the situation and reveal issues you may not have noticed or may have skipped over. An audit can also uncover new opportunities that you might not have identified. Marketing should influence all of the decisions regarding your website and business; if you did not have marketing, you would not have clients.

That’s why the value of a marketing audit always outweighs the cost. The number of clients that can be reached will make up for the investment needed to begin. A marketing audit should be completed annually before the creation of the yearly marketing plan. This timing will allow you to expand into new opportunities or course corrections on the things that are not working well in your current marketing strategy.

A marketing audit should be viewed as an annual activity and expense that helps guide your marketing activities. Through this exercise your business can stay on the cutting edge of practices that will continue to bring clients to your business over the year.

Now that you know the need to leverage the business audit process for your business and are ready to really make 2020 YOUR YEAR!   Let me know  by clicking here and I’d love to help you out!


Danielle LaFleur

Danielle has over 27+ years in Marketing, IT, and Network design, development, and workforce leadership training. She is the owner of Gray Lux, Inc. She understands the real needs every small businesses has in creating value online and in-person with their clients.

She is dedicated to creating successes for her team and her clients.

Danielle has helped hundreds of small businesses maximize extra revenue streams, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.


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