A recent episode of Undercover Boss followed the CEO of a large retail apparel chain as he worked with his employees across several locations. At the beginning of the show the CEO described an aggressive plan for growth that would double the number of locations in about a year. By the time he had completed his undercover journey his focus had shifted significantly. He became intent on addressing issues he discovered ranging from simple policy changes to major investments in technology. A fresh perspective can change everything. And a web presence audit can provide that same fresh perspective for you.
The case for a web presence audit
An audit brings important insight to what you may or may not be leveraging to help improve your return on investment. We talk a lot in this blog about the rapid changes in social media, search engine functionality and overall internet evolution. An audit helps you sharpen and focus your time, money and efforts more effectively. Most often the findings in an audit result in improved website performance and conversion through enhanced SEO. An audit also identifies current successful practices that you should continue.
The competitive advantage
The CEO in the TV show discovered that his customers’ overall experience was pretty poor. Prior to going undercover he had no idea. His undercover audit revealed some critical issues and provided the opportunity to improve the situation. An audit will give you that same fresh perspective and the chance to make important changes. Taking the time to understand how your internet presence compares to your competitors uncovers big areas of opportunity. A new design, better user experiences and better search engine optimization helps to attract and convert more prospects. And if your competition is staying current then you are probably behind. If they aren’t staying current then it’s your opportunity to pull ahead.
The more comprehensive the better
The TV show followed the CEO as he worked in a variety of roles across multiple locations. An audit is fully comprehensive in the same way. From understanding your objectives and ideal prospects, current branding, audience, web architecture, SEO and content to social media and measurement practices the audit covers the full spectrum of your web presence. These details give you the basis to build strategies and select tools to satisfy your target audience and use your online presence to meet your objectives. The point: sharpen and focus your time, money and efforts.
We don’t think CBS will be approaching us anytime soon to pitch a new show around our web presence audit. But if you are a business owner you definitely need to go ‘undercover’ and get a fresh perspective.