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A Website Audit Can Keep Your Site Front and Center for Search Engines and Prospective Clients

As the economy reopens across the country – and around the world – many companies are adjusting to a new reality. Doing business remotely is the norm now, and manufacturers need to learn to adapt.

With an emphasis on video conferencing and virtual meetings, it’s easy to overlook the basics. But your corporate website is an asset that deserves special attention. Now more than ever, a company’s website offers a vital first impression to people looking for your products and services online.

Website Audit

That makes this the perfect time to perform a website audit to make sure your site is creating the right impression for both site visitors and the search engines. An audit can ensure your site is hitting all the right notes and can find areas that need improvement.

A basic review of your website should include the following steps:

  1. Read each page of your website to look for outdated information and get it corrected. Trustworthiness is an important signal to Google. Plus, it’s a big turn-off for a prospective client to realize your website doesn’t accurately reflect your products and capabilities.
  2. Check to see that your full address and phone number can be easily found. Best practices indicate that you should include your contact details in the footer of every web page. At the very least, they should be listed clearly on your contact page. Being upfront about your location is another sign of trustworthiness for the search engines. It also helps reassure your site visitors that you’re a real company with a physical presence. This can be critical when prospective clients are looking for U.S. manufacturers, which is becoming a trend with the resurging interest in reshoring.
  3. Make sure each page has a unique title tag. The title tag is the signpost for a web page, providing the page’s topic to Google. Furthermore, duplicate title tags signal low quality to the search engines and can harm a page’s ability to rank well. Title tags also tell search engine users what your page is about and can be an important factor in getting them to click on your link.
  4. Ensure each page has a unique meta description tag. Paired with the title tag, this is the nut that will motivate search engine users to select your link over others on the search engine results page. It should be accurate and compelling. There’s also evidence that Google views duplicate meta description tags as a sign of low quality, which, again, can hurt your pages’ ability to rank well.
  5. Review your pages for broken links and missing images. Just like inaccurate information, these can turn off prospective customers and send signals of low quality to Google.
  6. Check that your site gives prospective customers multiple ways to contact you. Some people still like an old-fashioned phone call, so make sure your phone number is easy to find. Also consider new-fangled methods, like a live chat feature. Several Pilot Fish clients have seen good results with a chat box because of the ability to immediately connect with site visitors.
  7. Look at the alt tags for the main images on each page. They should clearly describe the image in a few short words, preferably incorporating that page’s top keyword. Good alt tags also can help your images rank well on the search engines, which can be a legitimate source of traffic for B2B websites.

Bonus Tips

In addition to the website audit steps outlined above, consider performing some keyword research. Keyword usage changes over time, and you want your site to focus on the terms that your target audience is using.

Some competitive research could also be useful. You can start simply by searching for your most important keywords and see what sort of web pages show up. How does your page compare? It is sometimes easy to see where your content could be improved to rank better than your competition.

A professional web developer or SEO firm can help you with these tasks, as well as others, like optimizing your site’s speed, researching backlinks, boosting your social media outreach or writing new SEO content that appeals to search engines and site visitors alike.

Pilot Fish has 25 years of experience helping manufacturers put their best online foot forward. Contact us today to get the assistance you need.


Google’s algorithm is designed to push website owners to develop and maintain informative sites that provide visitors the best user experience.