How Do You Conduct a Holistic Web Audit to Increase Web Engagement?

Ask the Expert with Meredith Rose

Many times, marketers stay so busy enhancing specific pieces of Web real estate or completing campaign-specific tasks requested by leadership, physicians, or the many other voices within organizations. These tasks can fill the days. Yet marketers have a much more focused and strategic task – building revenue for the organization, keeping current patients and prospective patients engaged, and helping them process through the system efficiently. Marketing’s challenge is to take care of the details, but stay focused on increasing engagement (and ultimately financial contribution) from a variety of audiences. Thinking through the steps to more fully engage audiences will ultimately improve your Web results and build revenue. The challenge is to catch target visitors’ attention and keep it! Step back and review your website from the standpoint of three key areas – strategy, functionality, and graphic presentation. Are you meeting your strategic goals? Does your website functionality support those goals? And does your website meet current best practice trends for improved user experiences?

Start with a strategic assessment

First, you have to look at the overall Web experience from a strategic perspective to set direction, and then continue to drive decisions strategically for continuous improvement. Don’t miss the opportunity to assess your overall online presence and make changes based on what you learn.

Try to conduct a strategic assessment at least every quarter. So many times, strategic plans are developed annually and not reviewed again. Whether you develop the plan or participate in a targeted area of the plan, everyone can contribute to the knowledge base and help drive decisions to improve. Go through these steps to review your website from a more strategic approach:

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