Photo by Scott Graham on Unsplash
Photo by Scott Graham on Unsplash

Website Performance Audit

What is a Website Performance Audit?

A Website Performance Audit is a deep dive into the code and structure of your website. It examines areas of on-page SEO, accessibility, and site code that might not be visible to the end-user but have a direct impact on their experience on your website, and the ability of search engines to index pages across your site.

Why does web page performance matter?

Good web page performance ensures that page content is delivered to website visitors quickly, no matter what device or connection they may be on. Beyond just presenting content fast, web page performance also covers elements of useability such as content-shift as the page loads, the size of assets used on the site, how assets are loaded, and more.

Google has been putting more and more emphasis on website speed, and usability in the last few years. On top of moving towards mobile-first indexing, the search engine giant has also been pushing the narrative that faster loading, more accessible and usable web pages allow it to crawl sites more efficiently, and can lead to higher SERP rankings.

With the majority of people using the web on mobile devices you can never assume the circumstances under which they will land on your website. They may be on an older, slower device. They may be on the subway going through tunnels with fluctuating connectivity. Therefore, having a website that loads quickly not just on the latest iPhone with 5G connection, but on any device and network can go a long way to help you boost conversions & engagement, while reducing bounce rate.

What is technical SEO and why is it important?

Technical SEO is a subset of on-page SEO. It is focused on ensuring your site has a solid underlying foundation, making it easier for search engines to discover, crawl, understand, and correctly index all the content that's on your website.

Search engines use automated spiders to crawl, index and understand what the pages on your website are about. These spiders rely on some key HTML elements as reference points, to provide them with valuable information and context about the page. By ensuring these elements are present and properly implemented you can improve the ability of search engines to present those pages to users in the right context.

Technical SEO can make or break your company's overall SEO strategy. Even with the most keyword-rich articles, you might still not rank highly on Search Engine Result Pages (SERP) if you've got a poor technical SEO foundation.

Benefits of optimising site performance & technical SEO

There's a lot of evidence that shows how even small performance improvements on individual, critical web pages can have a net positive impact on online sales & revenue. For example:

Furniture retailer Zitmaxx Wonen reduced their typical load time to 3 seconds and saw conversion jump 50.2%. Overall revenue from the mobile site also increased by 98.7%.
AliExpress reduced load time by 36% and saw a 10.5% increase in orders and a 27% increase in conversion for new customers.
COOK increased conversion rate by 7% after cutting average page load time by 0.85 seconds. Bounce rate also fell by 7% and pages per session increased by 10%.

You can find even more case studies at https://wpostats.com.

What does a Website Performance Audit cover?

I will work with you to identify the key pages of your website, and will conduct a thorough examination of them using a number of automated tools and manual checks.

At the conclusion of a Website Performance Audit, an audit report will be compiled. This report will include an analysis and recommendations (where applicable) of the areas below:

Performance

  • Page speed
  • Page resources
  • Asset optimisation
  • Asset minification
  • Asset caching

Technical SEO

  • Redirects
  • Sitemaps
  • Robots.txt
  • URL Structure
  • Headings
  • Canonical URLs
  • Language attributes
  • Page links
  • Structured data

Accessibility

  • Element sizing
  • Colour contrast
  • Alt text for images
  • Usability

Social Sharing

  • Open Graph Tags
  • Twitter Card Tags

Pricing

Website Performance Audits are offered at a fixed price of NT$32,000 (US$1,100) regardless of the number of pages audited.

Interested in a Technical SEO & Performance Audit?

Contact me by email or book a discovery call on Calendly to get started.

Should you audit your entire website, or just a few pages?

This is entirely up to you. At the very least you should look to audit those pages which are crucial to your website, and your ability to deliver value and services to the people who visit your website. I've put together a couple of examples below, but if you're not sure then book a session with me through the Calendly form above and we can talk about it.

For online stores

If you are operating an online store, I would strongly recommend auditing those pages which form a customer's conversion journey. This is the path customers would regularly take from arriving on your website through to completing a purchase. For example:

Homepage > Products Listing Page > Product Detail Page > Shopping Cart > Checkout

For blogs & content sites

If you're running a blog, or a site that relies heavily on regularly generated content, then I would suggest auditing a few key pages. This is because you are most likely using some form of template to build out your pages, so the style and structure would remain consistent across pages of the same type (e.g. blog posts, press releases etc). At the very least I would recommend running an audit over the following key pages:

Homepage + About Page + Index Pages (for posts, content types etc) + A handful of content pages