Understanding a Website Audit Report

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Understanding a Website Audit Report

Website Design & Development for Tradesmen and Companies that need a Website to display on Checkatrade and to rank locally with:

UNDERSTANDING OUR WEBSITE AUDIT REPORT

Been sent one of our website audit reports and want to know what all of the possible issues mean?

A guide to understanding the website audit report and how to fix these common errors

Getting your site audited and tested for on-page SEO factors and bugs in your website’s design is an essential part of creating and maintaining an SME/Social Enterprise Website.

So your website has just been built, just about to be rebuilt, or your site has been live for a while, and you want to check that serious errors haven’t crept into your site’s content and structure, We Build The Web can help.

We’ll conduct an audit of your site’s content and structure to discover broken links, HTML/CSS errors and errors with the site’s on-page SEO factors such as META information not being adequate for SEO purposes.

ORDER A FREE WEBSITE AUDIT &/OR INBOUND LINK ANALYSIS

If you’d like your website audited &/or you’d like your site’s inbound link profile analysed, then please click on the button below.

Order a Website Aduti Now!

The following guide describes what we test for with explanations of what the different tests mean and how to fix any issues that crop up:

INDEXING AND CRAWLABILITY

Firstly, we’ll check your site for indexing and ‘crawl ability issues and start by searching for any 404 page not found errors and website 5xx errors.

RESOURCES WITH 4XX STATUS CODE

404 errors are often caused by the URLs of pages changing or content being removed or moved.

When you get a new version of your site built, there may be links from other sites to old URLs from the old version of your website.

There are a couple of ways of eliminating these:

  1. First off, install a WordPress redirection plug-in and redirect the URL’s from the old URLs to the new content or suitable related content on your new website. Preferably use a plug-in that automatically notices changes to your site’s URLs so that your site redirect rules get created whenever you change a page or post’s URL. This will ensure that visitors to your site using an old URL are automatically redirected to the new or related content on your site.
  2. Make sure you create a custom 404 error page so that users are automatically taken to a custom 404 error page that both tells the person who has tried to find a page that no longer exists that the site can’t find the page (or post) that they were looking for.
  3. You could also add a sitemap to this custom 404 error page to help your visitors find the page or content they were looking for.
  4. You could also add a search box to this custom 404 error page if visitors want to search your website for the content they’re looking for.

RESOURCES WITH 5XX STATUS CODE

A website error code starting with a ‘5’ appears when the server on which a site is hosted fails to fulfil a request. It also tells the user that the server is aware that there’s been an error.

There are different 5nn error codes that users of the internet might come across, and here’s an overview of the most common that you could come across:

500 INTERNAL SERVER ERROR MESSAGE

When the server has encountered an unexpected problem that stops it from displaying the requested content by the website visitor, it will display a 500 error message.

501 NOT IMPLEMENTED ERROR MESSAGE

A server will generate a 501 error message when it doesn’t support the functionality used on a website, so it cannot process a request or when the server doesn’t recognise the request made.

This error code also means that your server isn’t currently able to support and request, but it could be available in the future.

502 BAD GATEWAY ERROR MESSAGE

This error occurs when a server is being used as a gateway or proxy to another server/location. It has received an erroneous response from the server or is trying to access it while processing the request.

503 SERVICE UNAVAILABLE ERROR MESSAGE

If a server is struggling to process or cope with a request, it’ll display this error message. This error message means that the server is temporarily unable to complete the request. Usually, because the server doesn’t have sufficient resources to process the request.

So, if you’re getting this error, you might need to check that your web server has the CPU or memory resources to run your site.

It could also be down to a poorly coded plug-in, so another way of fixing error messages with this code is to use a more server-friendly plug-in or technology.

504 GATEWAY TIMEOUT ERROR MESSAGE

This error is displayed when, while acting as a gateway or proxy, the server didn’t get a response from the server that it’s sent a request to quickly enough.

505 HTTP VERSION NOT SUPPORTED ERROR MESSAGE

This error message is shown when a server doesn’t support the specified HTTP protocol version used in the request, but this response will frequently contain details of why the HTTP protocol version isn’t supported.

506 VARIANT ALSO NEGOTIATES

When a server has an error in its configuration, and its chosen variant resources are intended to negotiate with a ‘transparent process, it will display this error message.

507 INSUFFICIENT STORAGE ERROR MESSAGE

This error message is usually generated by the server when a method couldn’t be completed due to it being unable to store and complete a request.

This is similar to the 503 error message in that it usually means that the issue is temporary and that this has come about because of user interaction with a web app or function on the server.

508 LOOP DETECTED ERROR MESSAGE

This error is usually displayed when there is an infinite loop problem with the server’s configuration. This is often linked to redirects that have been added to the server or web app’s configuration, which infers that the whole process has failed.

511 NETWORK AUTHENTICATION REQUIRED ERROR MESSAGE

This error is displayed when a client needs to be authenticated by the server to access a resource or area on a network. It will usually show a link to a resource that enables a website visitor to enter their user credentials.

HOW 5XX IS DEALT WITH BY GOOGLE AND OTHER SEARCH ENGINES:

Google doesn’t like 5xx error codes and will commonly lower a site’s rankings or drop it from its index entirely if it comes across them as it stops Google from crawling your site correctly.

So, it is well worth fixing these errors and thoroughly researching the cause(s) of these 5xx error messages. Still, unfortunately, they are often quite tricky errors to fix on a website, so it may be worth contacting your developer or web host to get support with fixing them.

However, you must fix 5xx errors as they are such a major factor to Google’s bots that not fixing them could have serious consequences for your site’s SEO and rankings.

Keep in Mind:

Keep in mind that quite often, with WordPress websites, these errors are caused by a plug-in that you’ve used in your site’s development.

A common method of finding out which plug-ins are causing a 5xx error message is to deactivate all of your plug-ins—then testing the area where the error occurred, gradually re-activating plug-ins one by one and testing the problem area on your site after each plug-in as been re-activated.

When the 5xx error message appears again, you will have a better idea of which plug-in is causing the issue. To get the plug-in to validate, you should seek support from the plug-in’s developer, or you should find a different plug-in that provides the same functionality but that does validate.

RESOURCES RESTRICTED FROM INDEXING

This will crop up when your server or WordPress site has been set up to not allow a particular resource to be ‘indexed’, which means that if Google comes across this resource, it won’t crawl it and add it to its index.

404 PAGE SET UP CORRECTLY

We’ll test your website for this and tell you whether you’ve correctly configured a 404 error page that has been correctly set up.

ROBOTS.TXT FILE

We’ll test whether your site has a robots.txt file added to the site.

A robots.txt file tells search engines and search engine crawlers which pages & files it is allowed to crawl or request from your site, and this is the industry standard for stopping a site’s resources or content from being crawled.

.XML SITEMAP

Adding an XML site map to your site is the best method of ensuring that all of your site’s pages are considered for being included in search engines’ indexes and is a file that contains a list of all pages on your site that a search engine should crawl.

If your website doesn’t currently have an XML site map, you should often create one and add it to your site yourself or, if your site is built with WordPress, you can install a plug-in that automatically generates this.

At We Build The Web, we usually use Yoast SEO, which automatically generates an XML site map for the site.

We recommend that you set up accounts with Google Search Console and Bing Webmaster Tools and submit a link to your site’s XML site map to them so that they crawl and index as much of your site’s content as possible.

REDIRECTS

When we test your website, we’ll also test for whether the site has any 301 or 302 redirects configured. Too many redirects can slow a website down, so we recommend that you use these sparingly.

This section of our reports cover the following redirect tests:

FIXED WWW AND NON-WWW VERSIONS

Google Search Console will view www and non-www versions of your website as entirely different sites. Hence, it’s worth deciding whether you want to use www in your domain’s URLs or configuring your site to automatically redirect your site’s links to either use ‘www’ in its links or not to help avoid confusion. 

ISSUES WITH HTTP/HTTPS SITE VERSIONS

In our report, we’ll search for any issues with your site having content with both HTTP and HTTPS content.

We recommend that all sites have SSL installed on their server and that they’ve configured their site to use HTTPS links in all of the site’s resources.

(You may need to get your site’s developer to search your WordPress website’s database to change any HTTP links to an HTTPS link instead)

PAGES WITH 302 REDIRECT

We’ll tell you how many 302 redirects your site uses. A 302 redirect means that a page or resource on a site has been temporarily moved to a new location.

PAGES WITH 301 REDIRECT

We’ll tell you how many 301 redirects your site uses. A 301 redirect means that a page or resource on a site has been moved permanently to a new location.

PAGES WITH LONG REDIRECT CHAINS

If a page or resource has numerous redirects added to it then this is called a redirect chain. We’ll test for this and let you know if you have any of these.

PAGES WITH META REFRESH

We’ll test for and inform you if any of the pages on your website have a META refresh tag added to any of your pages.

PAGES WITH REL= “CANONICAL”

rel=” canonical” elements are used by webmasters and developers to prevent duplicate content issues. The rel=” canonical” link is the preferred location of the source of the content.

ENCODING AND TECHNICAL FACTORS

We’ll test your site for issues relating to encoding and other technical factors, including:

WHETHER YOUR SITE IS ‘MOBILE-FRIENDLY

If there are elements in your site that are troublesome to display on mobile devices, we will flag this up.

HOW MANY OF YOUR SITE’S PAGES HAVE MIXED CONTENT ISSUES

When testing your site, if your site has an SSL certificate installed, we’ll check whether any of your site’s pages have non-HTTPS links used in the site’s code and content.

PAGES WITH MULTIPLE CANONICAL URLs

We’ll test for whether any of your site’s pages contain multiple canonical URL’s added to them.

For more information about canonical URL’s check this website

PAGES WITH FRAMES

We’ll test your site for any frames used on them.

PAGES WITH W3C HTML ERRORS AND WARNINGS

If you choose to, we can test your site’s HTML for any issues. We use the W3C’s HTML validator.

Many WordPress plug-ins don’t necessarily use valid HTML code, so if you want to eliminate invalid HTML, you’ll have to choose your plug-ins carefully.

PAGES WITH W3C CSS ERRORS AND WARNINGS

If you wish to, we can test your site’s CSS for any issues or errors. We use the W3C’s CSS validator to find these issues.

WARNING: The W3C CSS Validator struggles with the newer CSS3 elements that the latest browsers use to flag up problems even if your code is OK.

TOO BIG PAGES

With this test, we’ll find out whether any of your pages are too big.

URL’S

DYNAMIC URL’S

If a URL contains dynamic elements included in it, such as parameters passed to the URL, then this is called a ‘dynamic URL’.

For SEO purposes, it is better to have fewer of these, and in WordPress websites, you can choose not to use dynamic URL’s.

If you do change the URL’s to use words rather than parameters in WordPress, your site will use the page’s title words in the URL, which is better for SEO if you use the keywords in the slug. They don’t have to be the same as the page’s title.

TOO LONG URLs

If we discover that any of the links on your site are too long, we’ll flag that up here.

LINKS

The links section of the audit we run tells us about possible internal and external links on the site.

BROKEN LINKS

A broken link is when the HTML code of the link is incorrect or doesn’t go anywhere. Usually, this problem arises when the wrong links are used, but it also occurs when the content it links to has been moved, changed, or deleted.

PAGES WITH AN EXCESSIVE NUMBER OF LINKS

Having too many links to other websites on a page can harm your SEO and be seen as ‘spammy’ by search engines.

The audit we run will tell us how many pages have too many links on them.

DOFOLLOW EXTERNAL LINKS

Dofollow links can be helpful when you add them to high-quality content related to the subject of the text on your page and is almost seen as a vote or vouching for the site you’re linking to.

However, too many do-follow external links might harm a site’s SEO. This is because do-follow connections drain the SEO benefit acquired by sites linking to you.

You can get plug-ins for your website that change all of the site’s do-follow links to no-follow links, which will rectify this problem.

IMAGES

This section on the report displays any issues your site has with images and whether there are any apparent improvements you can make to your site’s images.

BROKEN IMAGES

When an image links to an image file that doesn’t exist, it is called a broken image and will show an icon with any text you added to the image’s ‘alt’ element.

EMPTY ALT TEXT

Alt-text is an HTML image tag attribute that only displays when an image link brakes, or if a user has images switched off or uses a text-only browser.

Alt text should be added to every image on a website as it helps with SEO and the quality rating that search engines give every page they crawl. In addition, the alt text should be a suitable replacement when an image isn’t displayed.

ON-PAGE

This section provides details of on-page factors that can affect SEO.

EMPTY TITLE TAGS

The title tag is placed in the head of the website’s HTML and is the page’s title that search engines usually use when they display a page in their search engine results pages (SERP’s).

Every page on your site should have a title tag, and if you can, you should try and use the search terms you’d like to rank on in that title tag for maximum SEO value.

DUPLICATE TITLES

Each page on your site should be unique for SEO purposes, and this test will flag up if you’ve got duplicate title tags used in your website.

TOO LONG TITLES

This test will flag up any pages with too long a title used in its title tag.

As a general rule, Google will typically display the first 50–60 characters of a title tag. If you keep your titles under 60 characters, you can expect about 90% of your titles to display correctly.

EMPTY META DESCRIPTION

Every page on your site should have a META description tag added to it. This META description is often used in search engine results pages (SERP’s).

This test will show how many mages have an empty META description.

We recommend writing a META description as if you’re writing an accurate & unique description of your specific page as it’s going to be used to help attract clicks from a search engine’s results page.

TOO LONG META DESCRIPTION

This test in the audit will tell you how many META descriptions across your site have META descriptions that are too long. It used to be said that you should keep a META description below 155-160 characters. However, these days Google has increased how many characters it will display, and we recommend that you keep them under 300 characters.

LOCALISATION

This section of the audit relates to international sites and those containing multiple languages, so most people will skip these details.

LANGUAGE VERSIONS

This test will tell you how many languages are set up on your website.

PAGES WITH HREFLANG ELEMENTS

Hreflang tags are a technical element designed to be used on websites that have similar content in different languages. If you’re interested in finding out more about this, then we recommend visiting this site.

INCORRECT LANGUAGE CODES

This test will flag up when a site has the wrong language codes.

Why we don't recommend 'static'/hand-coded websites for our customers anymore

We use our surplus profits to help communities

Next Level Web Design is a social enterprise which means that getting a website from us pays for helping people with mental health problems who slip into some form of addiction.

Great customer care - your website is a collaborative venture

We provide great customer care. Website development should always be a collaborative venture as nobody knows more about your business than you and your team.

Making technical factors easily understood

We believe in making the website development process as simple as possible and we’ll explain everything you need to know about your website.

We like to build relationships with our customers that last

We always get a 5-star rating from our customers. We’ll work with you on your project to make sure that you’re always making informed decisions.

Responsive goal-driven web design

We research your project, your business, goals, & market, and then we start building a plan for your site’s structure, content, and layout to specifically fulfil your business and website objectives.

WordPress training provided & integrated

We can provide you with training on how to use your site and how to update the content, with support, as and when you need to. This will help your site to appear higher in Google search results.

Carbon footprint offsetting included in all website maintenance plans

These days we know that our customers are increasingly concerned about the environment so we include carbon offsetting in all of our website maintenance plans so that your business is doing its bit for the environment.

Our website maintenance plans ensure that you never have to worry

Choose one of our optional website maintenance plans and you don't just get hosting! We'll back your site up daily, install & manage advanced security features, update plugins and themes, and make sure that your site always loads quickly.

WordPress Website Development

Affordable website development for SMEs and CICs using WordPress or Wagtail.

Website Maintenance Services

Eco-friendly website maintenance services that keep your site secure & fast.

Local Search Engine Optimisation

Local search engine optimisation services to help your business to rank locally in search engines.

Website Design Process

An overview of the process we use to develop advanced websites for our clients.

Analysis/ Research

The first thing we do after your initial enquiry is to ask you to complete a questionnaire about your business which we will then use to research your target audience(s) & markets. We will meet on Zoom to discuss our findings with you

Planning

 

Using your business' requirements, goals, & budget as a starting point, we will then go on to plan everything that you need for your organisation's website including content and site structure.

Design

After we know everything that you need in design and content, we will design your website using goal-driven responsive web design techniques to make sure that everything looks as you would like.

Develop

Once you're happy with the design of your new website, we'll start developing it and incorporate all of the content and functionality that you need.

Testing

 

Once your site has been built, we'll thoroughly test it to make sure that it works correctly and that there are no issues & bugs. We'll also optimise and tweak your site to load as fast as possible.

Deploy

When you're completely happy with your new site, we'll deploy your website to its final location and make it live.

Grow

We'll monitor your site's progress in search engine rankings, tweak anything that we notice needs to be changed or UX that isn't working and gradually grow your website.

Maintain

If you choose one of our website maintenance plans, we'll make sure that your website is always backed up, is secure, loads quickly and that it's updated regularly.

The benefits of using us

Here's an overview of some of the many benefits you get by choosing us for your next website project:

We use our surplus profits to help communities

Next Level Web Design is a social enterprise which means that getting a website from us pays for helping people with mental health problems who slip into some form of addiction.

Great customer care - your website is a collaborative venture

We provide great customer care. Website development should always be a collaborative venture as nobody knows more about your business than you and your team.

We like to build relationships with our customers that last

We always get a 5-star rating from our customers. We’ll work with you on your project to make sure that you’re always making informed decisions.

Making technical factors easily understood

We believe in making the website development process as simple as possible and we’ll explain everything you need to know about your website.

Responsive goal-driven web design

We research your project, your business, goals, & market, and then we start building a plan for your site’s structure, content, and layout to specifically fulfil your business and website objectives.

WordPress training provided & integrated

We can provide you with training on how to use your site and how to update the content, with support, as and when you need to. This will help your site to appear higher in Google search results.

Our website maintenance plans ensure that you never have to worry

Choose one of our optional website maintenance plans and you don't just get hosting! We'll back your site up daily, install & manage advanced security features, update plugins and themes, and make sure that your site always loads quickly.

Carbon footprint offsetting included in all website maintenance plans

These days we know that our customers are increasingly concerned about the environment so we include carbon offsetting in all of our website maintenance plans so that your business is doing its bit for the environment.

Fellow of the School of Social Entrepreneurs

Some of our Testimonails

Don't take our word for it, read what some of our previous customers have said about the services we offer!

“Jon at Next Level Web Design is more than a very knowledgeable website developer, he is interested in the people he works with and the purpose behind the website. We are delighted with the site and thoroughly recommend this amazing service.”

Janice Mason

Owl XL CIC

“Jon is extremely responsive and knows his stuff inside out. Through his expertise, our website not only looks better but is easier to navigate; has improved features; adheres to confidentiality [privacy] laws; and is seen by more people.”

Daniel Ware

Dual Diagnosis Anonymous (UK)

“Jon has helped me gain a greater appreciation of what actions I need to take to improve and increase the reach of my online presence. This extends to beyond just the website itself, it’s where a website is ranked on search engines.”

Ling Salter

Compassionate Cuppa CIC

“Jon provided me with everything I needed for my company’s online digital presence. From beginning to end, Next Level Web Design were patient, efficient, and provided a professional service at every step of the way in my website’s development.”

Michael Silke

MJS Engineering Architectural

Frequently Asked Questions

Common questions about our services answered for your convenience...

That very much depends on the site features and functionality that you want.

A simple site that only has a limited number of pages and that doesn't require your site to be optimised for search engines will cost anything from £500 and up.

A more comprehensive service that includes local SEO will start at around £1000+ for a small website that needs SEO.

We give a quote that's completely unique to your site needs & requirements, so get in touch to find out how much your project will cost!

Well, when you're looking for a website designer or devekoper, you'll no doubt come across people and agencies that would happily charge less. The problem with this is that they aren't ever going to be able to put the time and effort into getting to know your business or organisation like we will.

At Next Level Web Design CIC, we usually create a completely unique design that is tailored to suit your needs.

In order to do this, we need to get to know your business and your target markets & audience. This is all time-consuming if it's done properly.

However, we can build sites on a tight budget if you only need a simple website that provides basic information about your business.

We should emphasise that although these packages are suitable for tradesmen, they probably aren't suitable for a business that needs to rank in search engines or that requires some sort of dynamic content.

If your organisation needs advanced functionality such as a forum or you want to tell products & services online, then we recommend investing in your website.

One of the core values at the heart of Next Level Web Design CIC is integrity.

We won't recommend anything you don't need, and will always look into cheaper options if your budget is tight!

We’ve also been asked that question too. We spend a lot of time researching and planning our client's websites if they've opted for a more advanced website development requirements, and this adds a lot of value, but typically cheaper than larger agencies because:

  1. A lot of our customers are small CICs, SMEs, or charities and so we try to keep our overheads down so that we can provide our services at affordable rates to suit small budgets
  2. We don't use an office for our work
  3. We do all of the customer care ourselves so we save on costs because of that

Just remember that we charge on a case by case basis, and if you're a CIC or charity who works in menthal health, or addiction, then we'll also be providing a discount to help your project to succeed.

A simple website development that only has 4 or 5 pages, doesn't need to be optimised for search engines and doesn't require any bespoke or complex functionality is seen by us as a small website.

For tradesmen websites, we often provide the following pages and site functionality for £600:

  1. Home Page
  2. Services Page
  3.  &/or Products Page 
  4. Gallery/Portfolio
  5. Contact Us Page with Contact Form
  6. Help with GDPR compliance

Any project that needs more advanced functionality and/or services included in the site's development such as dynamic content (other than a blog), forums, link building or SEO etc will undoubtedly cost more.

For example, our SEO service on its own starts at £1000 as that rqeuires a lot of work and time for us to complete.

Technically, we will need all of the text , any logos or images, videos or any content that you would like used on your new website.

However, if you're going for one of our more advanced website packages, then this will require that we meet on multiple occassions to discuss your needs.

At Next Level Web Design, we have a whole process that we use on the move complicated websites that we work on as it'll require a lot of research and planning for things like content and site structure.

If you don't feel able to provide us with content, than we can point you in the right direction to find someone who you can pay to write your website's copy.

Like the pricing question, it very much depends on the project we're working on.

For small sites, working quickly but dilegently  is the aim of the game, as time is money  and usually small websites are linked to tight budgets.

For an estimate, a tradesmen website design project would probably take a week, and a much larger website would start at weeks and possibly up to months if it's a really large project like the Dual Diagnosis Hub.

Our SEO service starts at £1000 and includes high-quality content to be written to help you to rank higher in search engines.

It also includes making sure that all of the on-page elements than Google likes to be used will all be optimised in an organic and natural way.

There will also be an ongoing cost of around £300 per month to pay for us guest blogging and other inbound link building strategies and we recommend that you're thinking in terms of 9 to 12 months on going SEO.

We include link building in our SEO packages, and this will enable you to be able to tell us what you need and then forget about it.

We will send you regular emails showing you exactly what we've done with reports on how your search engine rankings are doing.

Since Covid the workplace has changed forever. We no longer meet up with our clients as everything can be done using a combination of telephone, Zoom, email, & WhatsApp messages.

We also don't have an official office, so there isn't anywhere for you to visit.

However, if you would like to meet us in person initially, NLWD are more than happy to meet for a coffee (covid rules permitting).

We don't usually set up our client's social media channels, as it's usually better that the client does that. Same goes for a Google My Business listing, which is why we set up the guide in our tutorials section, but at a push and for a fee, we can help you out with those tasks.

No, is the simple answer.

Next Level Web Design tend to only work with clients that are a good fit, that means that have the budget to pay for their project and that we 100% beleive that we can help.

We usually get a 5-star rating because we only take on clients who are willing to do everything that we require in terms of providing content, and giving us the information we need to help your CIC or company to succeed.

Generally speaking, we don't manage our client's social media channels, but we are willing to help you to create and develop content for them.

Technically, we will need all of the text , any logos or images, videos or any content that you would like used on your new website.

However, if you're going for one of our more advanced website packages, then this will require that we meet on multiple occassions to discuss your needs.

At Next Level Web Design, we have a whole process that we use on the move complicated websites that we work on as it'll require a lot of research and planning for things like content and site structure.

If you don't feel able to provide us with content, than we can point you in the right direction to find someone who you can pay to write your website's copy.

Get in touch with us today!

Let us take your organisation’s website to the next level…

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