A website audit that lifted conversion 20% in a month

What I found

The audit turned up problems with the site’s name, keywords and structure. The same basic keywords repeated across the site, when small variations would have improved search visibility.

Internal links opened in new tabs instead of the current window. That unfamiliar behavior confuses visitors and gets in the way of them signing up.

The domain was also very broad. Like many studios in a crowded market, Gauntlet had settled for a web address with no real connection to its niche.

The work

I showed the team where new keywords belonged and how often people searched for them, and recommended:

1. Changing the website’s name to something more relevant to the business

2. Diversifying the keywords across the site

3. Fixing internal links so they open in the current window

4. Researching and buying a more relevant domain

5. Setting up redirects to send traffic to the new domain

The outcome

In the first month after the studio made the changes, its website conversion rate rose 20%. The studio also reported more leads and sales.