Before you engage with a new agency to build, redesign, or migrate your site, there are some key data points you should know about your existing site.
In this part of the series, we’ll cover what you need to know about your website traffic, site speed, SEO and hosting and highlight some helpful tools. Knowing these baseline metrics prior to engagement with an agency will help you establish a benchmark with which to evaluate your new site and will help save time during agency evaluations and discovery.
Traffic Behavior points to know
1. What are your users’ geographic locations?
Determining where your traffic comes from is a very important point that your agency will want to know. Why is this important? One reason is that if you are currently hosting your website on a web server in the basement of your facility and serving web pages globally, you may want to consider employing a CDN to speed up the page load time. From a digital strategy perspective, creating a location specific, personalized user experience can help maximize ROI on your website redesign.
2. Which devices do your visitors use?
Google gives the cold shoulder to non-mobile-friendly sites, so it’s important to know if your site performance measures up to mobile standards. ( Mobile UX optimization is a separate story.) You’ll want to know what percentage of visitors are using mobile, tablets, and desktops to view your content.
3. Are your readers engaged?
What percentage of your visitors are Returning versus New Visitors? Do your readers have multiple page views per visit or do you have a high bounce rate? What is the average time spent on a page?
4. What are your goal metrics?
Are website actions and goals tracked and measured? If so, what actionable items (Sales Inquiries, Newsletter Subscriptions, etc.) are monitored and measured?
5. What are your traffic sources?
Traffic sources are categorized by these terms:
- Direct traffic can be explained as traffic that goes directly to a page on your site from either a bookmark, typing in the URL directly or by clicking on a link from an email.
- Organic search is traffic coming to your website from a search engine such as Google, Bing or Yahoo.
- Referral traffic is traffic to your site from other sites that aren’t search engines.
6. Anonymous and Authenticated Users.
Who is using your site? Typically users can be organized into two main categories:
Anonymous users are users who have no login credentials and typically have little interactivity with the website.
Authenticated users typically do have login credentials and have permissions to create other users, create blog posts or perhaps even generate a report on website activity. Are your authenticated users logging into the website with a single sign-on service like OpenID or OAuth? Your future vendor will need to know this to ensure that your new site can work with such a service.
7. Does your website currently have a publication workflow?
Depending on the purpose of your site, you may have a workflow to create and publish content. For example, if you are a marketing content strategist, you might write blog posts about your widget but require peer editing or a marketing director to approve your post.
Site Speed points to know
8. How fast does your website load currently?
There are many factors that can impact page load times such as page size, web server geographic location, web server capabilities and internet connection speeds. When testing the speed of your site, it is important to consider the initial page load time in addition to the page load time for returning visitors.
There are several site speed tools available to establish these benchmarks such as:
SEO points to know
9. Top Keywords.
What are the current top keywords being used to find your site? Google Analytics reporting provides an easy way to monitor your SEO keywords.
10. Meta Descriptions and Page Titles.
Do your pages currently have unique and appropriate titles and meaningful meta descriptions? Screaming Frog SEO Spider Tool is a great tool to analyze your page titles and metadata. Google Search Console also has a report to help you sort out duplicate page titles.
Does your website currently have a sitemap that both users and bots can use to crawl your website?
12. 404 Page not found and 403 Forbidden.
13. W3C Validation and W3C CSS Validation.
Does your current site pass the W3C Validation tests? Building features into a project from the start is almost always cleaner, easier, faster, and less expensive than retrofitting after the fact. It's no different for building accessibility into a website.
14. Where is the site hosted currently?
You’ll want to create a list of protocols and credentials that are used in accessing the current host, like FTP or SSH. If you’re not sure where your site is hosted you can determine this by using a tool like Who is Hosting This.
15. Who is the domain registrar?
You’ll also want to know what company your domain name is registered with. If you’re not sure what registrar you are using, you can determine this by using a tool like ICANN Whois.
16. Who handles DNS changes?
If you end up moving your website to a different host, you’ll need to know who to ask to make these changes and where DNS changes need to occur.
17. Do you have all the login credentials for the site, server, code repository, DNS, domain services, analytics, third-party services, etc.?
You’ll want to compile a list of all the login credentials that you currently have and obtain the ones you are missing prior to working with an agency.
18. Are you currently using a CDN?
Many websites use a Content Delivery Network or CDN to serve content efficiently. Usually, this is static content like images, documents and script files. You’ll want to know if you are currently using a CDN and if not will the agency be providing you with such a service.
19. What type of disk space requirements do you currently have/need?
Before contacting an agency, you’ll want to assess what disk space your current site is using and whether or not that meets your business needs. If you are hosting many large files like video or audio files, you’ll have much greater disk space needs and you’ll want to evaluate that with the agency.
20. What software do you require to run your existing site? (Apache, MySQL, PHP, etc.)
Most modern websites require software such as a database, a web server, and a programming language that the site is built with. You’ll want to profile what software is used to run your website.
Arm yourself with these key data points to get the most from your agency partnership and achieve a successful web project. Take ownership and the necessary steps to gain insight into your website property. In the process, you may discover additional opportunities for growth. Know your website traffic, site speed, SEO and hosting information prior to engagement to make the best decisions for your website.
In the next blog of the series - we’ll hear from the Chief Marketing Officer at Sprout Social, about how she is using her CMS to achieve her business goals.