$250,000/year Web Design Agency - LOOM website audit for a lead example

Hey Kevin what's up brother so this is the video that I said I was gonna make you asked this question on this post where I said hey how can I help and give back and answer your questions so you asked a question you said hey we have a website and it served as a starter site but now you're looking to improve your web presence it's not showing up on the first page of Google and you're asking me the question would it be better to focus on landing pages or should we build a new sites entirely right okay let me answer that question for you so let's look at your website and do a deep dive on where it is right now so here we go this is your website and traffic analysis your question is do I need a new website or will the current one be fine okay now for us to understand this we're going to need to understand that there are three key factors to the success of your website or your digital presence right the three key factors are traffic right because without traffic there is no business anyways then the rest of the stuff doesn't matter so we're going to look at your traffic and we're going to look at how we can even improve your traffic what you can do to get more traffic whether you should get a new website or improve on the current one the next one would be trust right if someone doesn't trust you they're never going to work with you no matter how much traffic you have okay so we need to get them to trust you from your website like no and Trust super important and I'll show you how we do that um and then we'll we'll write your website based on that and then conversion cool so you're getting traffic people trust you but if there's no way to actually get them to become a lead as easily and friction frictionless as possible then you're going to be leaving a lot of money on the table so we need to focus on conversion so we're going to be looking at these three things when analyzing your website so let's go ahead first of all traffic let's look at your ranking ability so your domain is mctoolman. com so let's see how long it's been around I'll go to who is because obviously an aged domain so one that's been around or has been registered for a long time is going to do a lot better than a brand new domain so this is actually this is actually really really really good so you were registered on 2015 um you're with GoDaddy so that's really good that means you've got a lot of ranking potential and if we go to semrush I can see that you've actually already started ranking back in 2020. so that makes people like me really excited because I know that if I take a website like this and we do some of the content right some of the SEO right some of the landing pages right then you'll just sort of and you know you'll do extremely well so um straight off the bat your domain you would not need to change your domain your ranking ability is really good I'm going to give you a ranking ability like an 8 out of 10 because you're able to rank with your domain so you should not change domains stay with your current domain now let's look at your website content and your Website Layout so if we if we head over to your website here we go so this is uh this is your website and now keep in mind this is purely just for SEO um so like I said this is this is purely just for SEO so we need to look at this page and determine whether this content is actually going to help you rank straight off the bat I can see that you're not even targeting you know your main area so it doesn't even show you know where you're based right I can see here from the map um that if we zoom out a little bit that you would be based somewhere near Charlotte which is obviously near South Carolina or I think it's in Virginia so you're obviously based in Virginia the website's got nothing about Virginia nothing but roofing company in Virginia so the content on the website is definitely not helping you and then you also don't actually uh have any other content on the website so your website is not content Rich which means that Google is not going to be ranking you because it doesn't even know who you're servicing what you're doing and where you are so you definitely need to get more content and then for this probably isn't even an H1 tag like we we could check that but that's in the that's in the technical side of things right now we're doing the content and Website Layout which is also this this point over here they're the same point but just going back to the website you would definitely need to be doing a lot more content on the website over here and actually be getting the layout right now let's see the rest of the pages over here and this tag needs to be an H1 tag H1 is basically you know like when you write the document like this document for example this as you can see here on the on the over there is a title tag these would be sub tags so this would be like an H2 tag an H2 tag like this so the same way you do a document is the same way you do a website so that Google can read what section options are on the website so the H1 tag which is the first tag is the most important tag and that's how Google reads you know what you're about so you need to make sure that you've got your H1 tag sorted out now once again I can see we've got a wall of text over here but you know there's there's no H1 tag there's no you know where your base what you're doing keywords or anything and it's not even on the home page so this content doesn't help now it's good that you have content because it's going to make like a web designer's job easier because all the information is already here you definitely need to introduce the owner and um you know that that'll help with branding and that helps with the trust okay brand personality owner but that needs to be on the front page because people aren't going to be clicking off like that um super simply so looking at the rest of the pages let's look at like service Pages like roof replacement we do this for all of our websites we we create sub Pages for every service that we do okay lots of content this is really good why choose mctoolman as your roofing contractor and I can see your externally linked which means you're linking to other websites that's very good for Google that's really good so yeah you've got a lot of external links you've written some content over here the only problem with you know these pages and it's little side notes is that they're not conversion optimized you know ideally what you want to do like let's look at like Lion guard or even rhino um ideally what you want to do with with Pages like that is that when when you do build those sub Pages um and you write all that content you still want to have all the elements that you would usually have like the reviews the testimonials the previous work so if I head over to services and I click residential and I click let's say window replacement okay I know it's a roofing company but this is just an example you'll see that yes we've written a lot of content for window replacement and we've put those keywords in and made it look good but for the rest of it we'll still have the reviews we'll have the password we'll have everything that you still have on the home page so you don't have that stuff on their own page you just have a ton of random content about this one specific service at least you've got this laid out and you've got some content on this so it's not completely bad um but you would definitely need to you know rethink the the strategy on that so just for the for the on-page content and layout section I'm going to give you a 5 out of 10 because you know at least you're doing something I think the execution is uh is what matters is not that important I'm actually going to give you a 4 out of 10.

so now let's look at the technical side of the SEO so I've done like an SEO um search on this so we can see what the SEO is now it says the on-page SEO you can't really determine on-page SEO from a tool like this because it doesn't know what the content is but you know I can see you need to add an H1 tag you don't even have an H1 tag super bad you need to add alt images so um even though it says that your your SEO on page is a a a minus um it's actually a lot worse than that because they don't know the nature of the business so you need a title tag you need to you need a meta description tag this is how you show up on Google if you did show up on Google that's obviously not good we need to optimize that so there's a lot of things that we need to do on the website it's basically just all the back-end SEO stuff it's just some stuff that you need to check off and get that done but once it's done it's done and you should be good so you know this tool says that you get a lot of traffic so because of that that means you're leaving thousands of dollars on the table but um anyway so from the from the technical side of thing which is like for for SEO rankings which is likes page speed image compression just the stuff in the back end like The Meta descriptions the title tags all that stuff on the back end that you allocate for SEO I can see that that stuff's not done so we're gonna I'm gonna give you once again a 4 out of 10 for this and these are the reasons that your website's not ranking um honestly I should give this one a three out of ten because so so this is why your website is not ranking because the conclusion is that one you don't have enough content and two you're not telling Google what what you're about so we need the content there and then we also need to tell Google what the content's about so Google has no clue who you are what you do okay so that's that's traffic that's really not that hard to do like that's that's just part of it um let's talk about trust now when we look at your website um before someone works with you decides to call you reach out to you they need to trust you so when I look at this website because I've been in this game I can already tell that there are a lot of things that are missing that I would like to see so for example you're using the stock image it's not really a real image from you or the team so it kind of gives like a bit of a fakish feel but you know some people won't notice that if we're talking about really getting some trust um what you would want to put on here is reviews your testimonials your accreditations like your certifications if you're certified with anyone so you know like these for example if you're a gif certified or if you have a BBB rating um you know if you have a license number show your reviews like show the actual badge what's really important on the website is that before people scroll down because 60 of people never even scroll down that you have all this information already like sure we can put the reviews we can put introduce the team we can do all that kind of stuff at the bottom but you want to have it all before you scroll down so every one of the websites you know will have it all we'll have the reviews at the top we'll have the accreditations um you know we'll we'll introduce the owner we'll do all that kind of stuff so that's trust so right now for brand personality owner that's a zero out of ten you're not being introduced you're not showing yourself who the team is what you're doing reviews there are no reviews I don't know what people are saying about you your accreditations I don't know who you know who you're working with so that's a zero out of ten there's no trust being booked there your gallery you know you don't even have real images so that's a zero out of ten your manufacturer suppliers that's a actually I think you might have some suppliers on your website let's see oh yeah you've got some awards over here you've got this BBB so that that helps at least the vbb helps so for accreditations I'm gonna give you uh I'm gonna give you one out of ten for that or let's make a two out of ten uh manufacturer supplies zero certifications you don't have any certifications it's zero out of ten so for your trust I'm gonna give you a one out of ten this website does not look trustworthy there's no reason to choose you I don't know why you would be chosen um you know here's a lifetime guarantee at least we have that so that's kind of nice but other than that there's no reason to choose you so you don't differentiate yourself I don't trust this company obviously I can see from your Facebook profile your legit and everything but I don't I don't trust you unfortunately I'm giving you this traffic 4 out of 10. um now let's talk about your conversion okay so let's say they do trust and by the way these are super easy things to fix I'm going to show you how to fix this like I said I'm not going to sell anything to you I'm just giving you insights into what you need okay so uh conversion let's talk about the conversion now when we look at your website let's say you do have all these things you've got the accreditations you've got the trust and it looks like a legitimate company um you know which yours is but it has all of those things to get the homeowner that doesn't owe you to like know trust you how do we get them to reach out good you've got the phone number at the top we need that we've got the contact us button that's good the only problem with this contact us button is that it goes to a new website to a new page so that's that takes time and then also this this this form is pretty long zip code address telephone email you're asking for a lot of stuff you're asking for a big commitment so there's a lot of friction involved over there so you know ease of contact I'm gonna give you uh uh I'm gonna give you like a two out of 10 for this because you know yeah you've got that phone number at the top but on the rest of the website there's no like quick and easy form for people to fill out like like this one for example you know book your free roof assessment so when they're lying in bed at 1am and they can't phone you from your phone number um they would just click book a free roof assessment either then the form pops up if you don't redirect to a new page or they complete this form right over here right so it's an easy contact form that you just want them to you know to to click and to just fill out super easy super frictionlessly so that's really really important and then obviously to have it be you know mobile optimized so that when you're on mobile that they can just click that button anytime and then the form will pop up so let's see if yours is mobile optimized real quick um it's definitely the most important part so I can see while they scroll down you know nothing stays with it the phone number doesn't stay at least this is at least they can see this so that's not that bad your site is mobile optimized but um for conversion not exactly so yeah ease of contact I'm going to give you two out of ten or even the 2. 5 out of 10.