Site Audit Skills
Writer Evan Fees: $1,000 - $2,500 (plus 10% GST) to write up a report (usually 10 to 13 pages with screen shots)
What does a Site Audit include?
Cover Letter/Summary: Thank the client for this project and summarize your audit approach, objectives, overall findings and recommendations.
Messages: Review the Home page and sub-pages for:
On-page text, including clarity and customer-focus in headlines, subhead and body copy plus “scannabilty”, tone, active vs. passive language, readability, etc.
Behind-the-scenes text for SEO, including the use of keywords in the page title and meta descriptions.
Usability Checklist and Findings (content-related): Check for standard navigation style, expected button names, minimal number of clicks to arrive at an order page, etc.
Screen Shots: Provide snapshots of the current website plus its search engine results.
Notes: Add notes to the screen shots, pointing out findings and areas for improvement.
Definitions and Explanations: Help the client understand industry jargon you need to use.
Strengths and Areas for Improvement: Include a clear, bulleted list of content strengths (“what’s working”) and barriers to success (“what’s not” working, such as missing items, broken links, colours that make it hard to read the text, etc.)
Recommendations: Provide a clear list of specific recommendations. Be careful to list the “what’s needed” recommendations; not the “how to” fix the problems.
Initial Keyword Review: You may need to include recommended keywords if the website isn’t optimized for search engines. But you won’t be doing extensive keyword research at this point, just sampling for one or two pages.
Closing: Summarize the overall findings once more and offer a proposal for making the content improvements you recommend.
Source: Site Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects by Pam Foster – for American Writers & Artists Inc. since 1997, pp. 11-12.
American Writers & Artists Inc.
101 SE 6th Avenue, Suite A
Delray Beach, FL 33483