Web Audit 101: Understanding Your Customers and Competitors

Dive into the exciting world of web auditing and get all the tools you need to conduct a comprehensive audit of your website.

By Keen Creative
December 26, 2022

Are you ready to take your website to the next level and unlock its full potential? 

If you want to improve your website’s performance, drive more traffic, and stand out from your competition, then you’re in the right place! 

In this blog post, we’ll dive into the exciting world of web auditing and give you all the tools you need to conduct a comprehensive audit of your own website. From identifying what’s currently working to understanding your target audience and keeping an eye on your competitors, we’ve got you covered.

What makes a good website?

That’s a pretty loaded question.

Generally speaking, your website is a great tool to support your communication objectives for your organization. For example, maybe you need to drive online sales, attract new user form fills, or educate your audience about who you are and what you do.

With a web audit, you’ll be able to identify what’s currently working on your website, which you should be talking to, and what your competitors are up to.

What is a web audit?

Web auditing is evaluating your website’s performance and identifying areas for improvement. It’s like giving your website a check-up to ensure everything is running smoothly. 

A good thorough web audit provides more strategic insight into a website build, which is why we recommend these at the start of your custom web development, or if something on your website just isn’t working right. 

A web audit can consider your goals, how to optimize each page, and how your website supports your business. It helps you ensure that your visitors can find what they need and helps you be seen as a reputable source in your field. 

It also helps us consider where we place pages and content to create an optimal user experience for your customer to complete goals on the website. 

Finally, by conducting a web audit, you can better understand your customers and competitors, which can help you make strategic decisions about your website’s design, content, and functionality.

So what exactly can you expect to discover during a web audit?

What’s currently working?

A website audit starts with a situational analysis of your current website – establishing your performance goals and whether or not they are being met. This could include high-performing pages, popular blog posts, or successful campaigns. 

Exposing additional information regarding the technical aspects of your website, such as site speed, page structure, and crawlability, also lets you know where to direct your resources or if there’s a need for investment in web development. 

By understanding what’s currently working, you can build on these successes and create a solid foundation for future improvements.

Who are you talking to?

One of the most important aspects of a web audit is identifying your target audience. Who are you trying to reach with your website? What are their pain points and needs?

If there’s a disconnect with your audiences, a website audit can help address this. A web audit will either formally establish who your current target demographic is or identify any new markets your business should target.

Understanding your audience allows you to create content and design elements that speak directly to them.

Are your customers finding what they are looking for?

Now that you know who you’re talking to, you must ensure they find what they’re looking for on your website. 

Using data from your existing website, track how your visitors flow through it and identify any roadblocks that cause them to leave the website or convert into customers. 

 By understanding how your customers use your website, you can make sure they can easily find the information they need.

A web audit explores your highest and lowest viewed pages and ensures they can easily be reached from your homepage. 

This audit step is crucial because it ensures that your website is designed based on data rather than what may seem intuitive to a web design team.

What are your competitors doing?

Finally, performing an in-depth competitor analysis is important to set the tone for your website audit. 

Identifying your competitors will help you decide which features to include on your website. It will also help you define industry best practices and common terminology or identify ways to stand out.


In conclusion, conducting a web audit is essential in understanding your customers and competitors and, in turn, improving your website performance. 

By identifying what’s working well, who you should be talking to, whether your customers are finding what they’re looking for, and what your competitors are doing, you can make strategic decisions to improve your website’s design, content, and functionality. 

Remember, a website audit is not a one-time thing; it is an ongoing process, so keep an eye on your website’s performance and make the necessary adjustments. Happy auditing!


Don’t hesitate to reach out for help when needed. Part of our KEEN Creative process is educating our clients on the importance of keeping your website up-to-date. So, if you have questions or concerns, don’t hesitate to contact our team of experts. We’ll be happy to assist you in keeping your site running smoothly.