Website analysis · Strategy
Analyse website performance to reshape marketing
To be effective, a new marketing strategy needs a foundation. Your existing website holds data that shapes this strategy. headway marketing’s website analysis service investigates what is really going on so that you can make informed decisions.
Google Analytics
Your website data holds critical insights about your visitors, their behaviour on the site and the content on it. Get to understand what is wrong before you change course.
Analytic Tools
The website is one part of the eco-system; using additional tools allows you to understand how users find your site and, crucially, what Google thinks your site is about, helps shape the changes needed.
Measured Performance
Deploying analytics ensures changes can be monitored and evolved to meet the ever changing demands of SEO, AEO and visitors.
headway marketing's service
What do your customers really think?
Typically through the Benchmark Report or through ongoing service provision, headway marketing investigates website performance against KPIs. Using a variety of tools, a deep dive helps shape decisions.
Using Search Console helps identify strong and weak key phrases being used by visitors to find you.
It also shows if and / or how your site is being referenced by AI engines.
Google Analytics gives insights in to the three variables of website performance: visitors, navigation and content. Understand these and performance objectives can be identified and implemented.
Other tools bring more illumination to the challenges websites face in this attention economy.
Useful recommendations from these and other tools will shape how you direct future activities.
Website Analyses Case Study
The challenge
Growth goals, but no idea where to start
The founder believed business was done on a handshake, beginning with a phone call or an introduction. The marketing team needed the website to support its growth goals, but there was no understanding of where to begin.
The approach
Analysis, strategy, content
Know where you stand
I worked inside the company and analysed the performance of the website. A simple view showed that the website was built on an old platform that caused problems every time a new event launched. The insights also revealed something nobody knew: a third of website use came from event attendees checking the itinerary during events. And the content wasn’t built for mobile: visitors couldn’t read a line of text without scrolling, or see a picture without zooming.
Set the course
Working with a website development expert, I specified a rebuild in WordPress. A key function is a tool to create, edit and delete each new event quickly with no input from a developer.
Make headway
The new site worked on mobile from the start, and the developers’ customer experience expertise made sure attendees could find all the information they needed.
The results
A website that serves attendees and wins new business
The website has been a success. As well as serving attendees during events, the event information now attracts new customers. Google reports that over 60% of the site’s traffic comes from mobile devices, so keeping a close eye on mobile performance remains critical.
At a glance
Client
Service provider, Surrey (global presence)
Sector
Events and services
Services
Website and CRM analysis, website specification
Delivered with
A website development partner
Tip: check your own site
Google Lighthouse is free and shows how your website performs, including on mobile.
Want to know how your website is really performing?
Next step
Find out what your website is telling you
The Marketing Benchmark Report analyses your website, customer data and search performance, then shows you what to fix first.
Ready to make headway?
Book a free 30-minute call about your growth plans.