FIX YOUR ONLINE VISIBILITY [checklist]

DIY WEBSITE AND SOCIAL MEDIA AUDIT + ONLINE MARKETING MINI-TUTORIAL

If you face any difficulties during this exercise, feel free to reach out and book a call.

Instructions

1. Duplicate this template or copy paste its content to your own docs
2. Follow my guided video tutorial so you know what to do at each step

1. Test your website conversion process

⇒ You are going to try to BUY a product or BOOK a service from your website (can also be done from your social media)

• Count in how many clicks, pages and steps is this possible?
  The faster, shorter, easier… the better! You can ask a “random person” to do this for you, so they give you an outsider’s perspective.
• What are the information I see? Are they all accurate and useful?
• What are the information I need to see but can’t find?
• Reproduce this from ANY platform you use online: TikTok, Facebook, etc.

2. Test the visibility

• Type your business or brand name in a browser in private navigation.
  It’s obvious that no one actually searches for your “business name” — they search for what they need. But this test tells you: when people search for YOU, do they find YOU?
• Your website is the first result or on the first page.
• Your Google Maps link shows.
• Videos from your YouTube channel show.
• Images from your website show.

• Type in Google: “site:[your-website-url]” and look at the results.
  These results are all your published pages online. In other words, it shows WHAT GOOGLE SEES about your website.
• Write down how many pages appear.
  Is it accurate? Should you unpublish some?
• Look at the titles and descriptions of your results.
  These are called “meta data”. Ask yourself: is it appealing, explicit, correct? A web developer or designer can edit and improve these so Google understands what your website is about and shows it to the right people.
• Add your website to Google Search Console.
  ⇒ https://search.google.com/search-console/about
  Google Search Console shows you clearly what is correct or not with your pages. For example, it might tell you that visitors click on a page and land on a “404 error” — creating frustration and pushing them to leave. Register and review what to fix.
• Type in the URL bar: [your-website-url]/sitemap.xml
  A sitemap is like a table of contents for your website. If you have one, Google “bots” can find it, read it and understand how your pages are organised.
• Are all pages clearly organised and up to date? Are the links clear and accurate?

3. Test the performance

• Paste your website URL into PageSpeed Insights:
  ⇒ https://pagespeed.web.dev/
• Analyse your score.
  It needs to show only GREEN scores. If it’s not green, ask someone to tell you what is wrong and quote a fix. PageSpeed Insights shows two scores: mobile and desktop. Mobiles are as important as desktops — people often land from social media to your website on their phone. Industry standards show mobile represents 50% of all devices.

4. Setup analytical tools

• Setup Google Analytics (if not done already).
  ⇒ Check if you have it installed: https://tagassistant.google.com/
  Google Analytics tells you how visitors arrive on your website, their demographics, and how they behave. Two examples: (1) You want to know how people enter and leave — so you can improve content and keep them until purchase. (2) You want to know which platform brings traffic — so you allocate the right budget to grow it.
• Setup a Facebook Pixel (if not done already).
  ⇒ https://developers.facebook.com/docs/meta-pixel/support/pixel-helper/
  A Facebook Pixel shares information with Facebook about your website visitors so you can run “remarketing” campaigns — showing ads to people who already visited your site.

5. Harmonise visually all your online platforms

You want to be easily recognised — same colors, shapes, type of images… it’s your branding: how people perceive your company across all communications.

• You are using the same profile picture.
  Should be your logo.
• The same cover image.
  Should contain your slogan or a promise, a happy client, or an eye-catching photo of your product. Note: the more platforms, the harder to maintain. Small businesses don’t need to post everywhere every day — but do have a branded profile on as many platforms as possible.
• The same description on all platforms with the following info:
  • What you do
  • How it makes people’s life better
  • How to buy
  • Contact details
• The same link redirecting to your website.

6. Test the authenticity & credibility

To stand out on the internet — and in real life — you don’t necessarily need to make crazy efforts. Being yourself and showing proof of your results might be enough.

• The last social media post is from this week.
  This month is okay. It shows you are still active — people can contact you with peace of mind.
• The last review is from this month.
  Do you trust a restaurant whose last review is 3 months old? When visitors look at your reviews, they want to see: what the last few customers said, how you respond to 1-star reviews, and your overall score.
• Your pages and profiles have at least 500 likes.
  This is a minimum — as long as you are active, it gives trust.
• The likes or reactions on posts are at least 1–5% of your followers.
  Otherwise people will think you bought fake followers.
• You have collected 100 reviews.
  A good benchmark to be among the most trustworthy businesses in your space.

Okay, assuming you fix everything… then what?

You are ready to grow your traffic and start optimising your conversion (sales!). Is it going to take time? Yes, and it should. As a business owner, that’s what you should be spending your time on: growing revenues, finding new clients and growing the business.

If you don’t have time to do this today, there is a systemic problem in your operations or in your day-to-day life. I can also help you fix this.