Web Site Analysis: Boosting SEO, Conversion and User Experience

Web site analysis is important for anyone who wants to improve conversions.

Your website is the virtual front door to your business, and its success relies on attracting and engaging visitors. This article will explore the importance of web site analysis and how it can significantly impact your SEO, conversion rates, user experience and performance. 

From identifying and fixing technical SEO issues to understanding user behaviour and optimising your website’s performance, web site analysis provides valuable insights into the strengths and weaknesses of your online presence. With this knowledge, you can make data-driven decisions to improve your website’s visibility, drive organic traffic, and enhance the user experience.

Whether you are a seasoned marketer or new to the world of SEO, this article will equip you with the knowledge and tools needed to conduct a thorough web site analysis. We will dive into the key metrics, best practices, and top tools to help you evaluate your website’s performance and ultimately achieve your digital marketing goals. 

Furthermore, we will provide valuable insights and links to other resources to help your understanding. So look out for the links in the article to further your knowledge.

Why web site analysis is vital for SEO

Web site analysis is a crucial aspect of any successful SEO strategy. You can identify and fix technical issues hindering your search engine rankings by thoroughly analysing your website. These issues could include broken links, duplicate content, slow page load times, or improper use of header tags. Addressing these issues can improve your website’s visibility in search engine results pages (SERPs) and drive more organic traffic.

Additionally, web site analysis allows you to understand how users interact with your website. By analysing user behaviour, such as bounce rates, time on page, and click-through rates, you can gain insights into what is working and what needs improvement. With this knowledge, you can make data-driven decisions to optimise your website’s content, layout, and navigation, ultimately improving the overall user experience.

Web site analysis also helps you stay ahead of your competitors. By monitoring their websites and analysing their strategies, you can identify areas where you can outperform them. This could include optimising your website for specific keywords they are targeting, creating more engaging content, or improving your website’s loading speed. By continuously analysing and optimising your website, you can stay one step ahead in the ever-evolving world of SEO.

Key metrics to consider in web site analysis

When conducting web site analysis, you should consider several key metrics. These metrics will provide valuable insights into the performance and effectiveness of your website.

Traffic Web Site Analysis

Analysing your website’s traffic is essential for understanding how users are finding and accessing your website. This includes measuring the number of visitors, unique visitors, and page views. It can also involve analysing your traffic sources, such as organic search, social media, backlinks, or referral links.

The fundamental goal for your website is to get as much organic traffic as possible. Organic traffic is effectively free, making this the better choice than Pay-Per-Click advertising

Bounce rate

The bounce rate indicates the percentage of visitors who leave your website after viewing only one page. A high bounce rate could mean your website’s content or user experience needs improvement.

Creating high-quality content is a crucial defence against high bounce rates. Your content should be compelling enough for them to stay or purchase products and services.

Conversion rate

The conversion rate measures the percentage of visitors who take a desired action on your website, such as purchasing, filling out a form, or signing up for a newsletter. Analysing your conversion rate can help you identify any barriers to conversion and optimise your website to increase conversions.

Keyword rankings

Monitoring your website’s keyword rankings is crucial for tracking your SEO progress. By analysing your keyword rankings, you can determine which keywords drive the most traffic to your website and identify opportunities for improvement.

Ranking for keywords that drive traffic to your website is one of the most demanding aspects of a successful business. It is often ignored (or misunderstood) by new companies and inexperienced startups. It also requires some knowledge, effort, and time to become effective.

Page load time

The speed at which your website loads is critical in user experience and SEO. Slow loading times can lead to higher bounce rates and lower search engine rankings. Analysing and optimising your website’s page load time is essential for improving user experience and SEO performance.

Page load time (or page speed) is another area which can get quite technical and be challenging to people new to web design. However, some fundamental principles are available, like Fix Left, which can help the more inexperienced obtain better website performance.

By regularly monitoring and analysing these key metrics, you can gain valuable insights into your website’s performance and make data-driven decisions to improve your SEO, conversion rates, and user experience.

Tools for conducting web site analysis

To conduct a comprehensive web site analysis, you need the right tools. Numerous tools can help you gather the necessary data and insights to optimise your website. Here are some of the top tools for conducting web site analysis, with the pros and cons.

Google Analytics 4 (Free)

Google Analytics is a free tool which allows you analyse your websites search activity.

Google Analytics 4 is a free web analytics tool that provides a wealth of data about your website’s performance. It lets you track your website’s traffic, user behaviour, conversion rates, and more. With Google Analytics 4, you can gain valuable insights into how users interact with your website and make data-driven decisions to improve its performance.


  • Easy to implement
  • Event-based data improves conversion tracking
  • Enhanced measurement and improved conversion tracking


  • The learning curve for users transitioning from Universal Analytics
  • Limited historical data for websites without GA4 properties
  • Potential data privacy concerns with advanced data control

Take action: Get started with Google Analytics.

SaneChoice Website SEO Analyser (Free)

The SaneChoice website SEO analyser is a free tool which analyses your SEO.

Yes, it’s one of our services, so this is an unashamed plug! But in our defence, it is a free service, which we think is very valuable. The analyser scans your homepage and collects data against 100 data points. Not only does it provide you with information on your technical SEO, but it also provides recommendations for improvement. The other great feature is that it measures your website speed.


  • Easy and free to use. 100% online.
  • Provides recommendations to make improvements
  • It uses over 100 data points to make an assessment
  • Includes website speed analysis


  • There is no historical data for easy comparison
  • Not as deep and extensive as paid alternatives

Take action: Get started with SaneChoice’s SEO Analyser.

Google Search Console (Free)

web site analysis,web page seo analysis

Google Search Console is another free tool from Google that provides valuable insights into your website’s search performance. It allows you to monitor your website’s presence in Google’s search results, submit sitemaps, and identify indexing or crawling issues. Google Search Console provides data on your website’s click-through rates and keyword rankings.


  • Data-driven insights for website performance and search engine optimisation
  • Detection and resolution of crawl errors, improving website indexing and visibility
  • Mobile usability analysis to enhance user experience on mobile devices


  • Some bugs and issues with the mobile experience and lack of support for property sets and Android apps in the new version

Take action: Get started with Google Console.

SEMrush (Paid)

SEMRush is one of the leading SEO service providers.

SEMrush is a powerful SEO tool that provides a comprehensive suite of features for conducting web site analysis. It allows you to analyse your website’s organic search traffic, keyword rankings, backlinks, and more. SEMrush also provides competitive analysis tools that will enable you to compare your website’s performance to your competitors and identify areas for improvement.


  • Offers over 50 different SEO tools
  • Considered the gold standard in the industry
  • Widely used by over 10 million marketing professionals


  • Entry-level price may be higher than some other tools
  • It may be overwhelming due to the amount of data and tools available
  • Pricing may be too high for individuals and small businesses

Take action: Get started with SEMRush.

Hotjar (Paid + Free)

Hotter helps you understand how visitors are using your website.

Hotjar is a user behaviour analytics tool that lets you visualise how users interact with your website. It provides heatmaps, click maps, and recordings of user sessions, allowing you to see exactly where users are clicking, scrolling, and experiencing issues. Hotjar also offers features for collecting user feedback and conducting surveys, further enhancing your web site analysis capabilities.


  • Offers many features, including heat mapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing
  • Provides actionable insights for lead generation, user engagement, sales, and customer support
  • It helps businesses understand website visitor behaviour, measure website performance, and improve user experience


  • Hotjar has limited customisation options
  • Hotjar doesn’t provide in-depth form analysis and doesn’t let you split data by date ranges
  • Hotjar may not be suitable for businesses that require advanced customisation or specialised analytics features

Take action: Get started with HotJar.

These are just a few tools available for conducting web site analysis. You can choose the tools that best suit your requirements depending on your specific needs and budget. By leveraging these tools, you can gather the necessary data and insights to optimise your website for SEO, conversion, and user experience.

Analysing website performance and speed

Website Speed still matters in 2023

Website performance and speed are crucial factors in both SEO and user experience. A slow-loading website can lead to higher bounce rates, lower search engine rankings, and frustrated users. Therefore, analysing and optimising your website’s performance and speed should be a top priority in your web site analysis.

It is worth mentioning that Google can penalise you if your website is slow. If you are ranking with your direct competitors and one has a faster website than yours, it may mean your rank is lower. You can read more about the impact of a slow website in our Website Speed: Analysing the Impact article.  

To summarise, several factors can affect your website’s performance and speed. These include:

Server response time

The time it takes for your server to respond to a user’s request is a critical factor in website performance. Slow server response times can significantly impact your website’s loading speed. Google recommend that a server response time should be under 600ms. Furthermore, ideally 600ms from anywhere in the world.

Analysing your server response time can help you identify issues and optimise your server configuration for improved website performance.


Caching involves storing static versions of your website’s pages to improve loading speed. By enabling browser caching, you can reduce the amount of data that needs to be downloaded each time a user visits your website. This can significantly improve your website’s loading speed and overall performance.

Optimised images

Large image files can slow down your website’s loading speed and are often a factor in slow websites. By optimising your images, you can reduce their file size without compromising their quality. This can significantly impact your website’s loading speed and user experience.


Minification involves removing unnecessary characters and spaces from your website’s code, such as CSS and JavaScript files. This can significantly reduce the file size of your code, improving your website’s loading speed.

Content delivery network (CDN)

Content Delivery Network is a network of servers in different geographic locations that store cached versions of your website’s content. A CDN can significantly improve your website’s loading speed by delivering your website’s content from the server closest to the user.

You can significantly improve your website’s performance and speed by analysing these factors and implementing necessary optimisations. Tools like Google PageSpeed Insights can provide valuable insights and recommendations for improving your website’s performance.

Evaluating website usability and user experience

Website usability and user experience are critical factors in attracting and retaining visitors. A user-friendly website providing a seamless and intuitive experience will keep users engaged and improve conversion rates. Therefore, evaluating your website’s usability and user experience should be a key component of your web site analysis.

There are several aspects to consider when evaluating website usability and user experience:


Your website’s navigation should be straightforward, intuitive, and easy to use. Users should be able to find the information they are looking for quickly and easily. Analysing your website’s navigation can help you identify any issues and make improvements to enhance user experience.

Read our section below, which provides more detail on the importance of navigation. 

Mobile responsiveness

With most internet users accessing websites on mobile devices, ensuring your website is mobile-responsive is essential. A mobile-responsive website adjusts its layout and design to fit different screen sizes, providing a seamless experience across devices. Analysing your website’s mobile responsiveness can help you identify any issues and optimise your website for mobile users.


Ensuring your website is accessible to all users, including those with disabilities, is a legal requirement and a best practice. Analysing your website’s accessibility can help you identify any barriers and make necessary improvements to ensure all users can navigate and interact with your website.

Page layout and design

The layout and design of your web pages play a significant role in user experience. Clear and visually appealing layouts can enhance engagement and make it easier for users to consume your content. Analysing your website’s page layout and design can help you identify any areas for improvement and optimise your website for a better user experience.

By evaluating these aspects of your website’s usability and user experience, you can identify areas for improvement and make data-driven decisions to optimise your website and enhance user satisfaction.

Assessing website navigation and structure

Navigation is an essential part of web site analysis, and helps the user move around your website easily.

Website navigation and structure are critical components of a user-friendly website. A clear and intuitive navigation structure allows users to find the information they are looking for quickly and easily. Therefore, assessing your website’s navigation and structure should be crucial to your website analysis.

When assessing your website’s navigation and structure, consider the following:

Menu structure

The menu structure of your website should be logical and organised. It should provide a clear hierarchy of pages and categories, making it easy for users to navigate your website. Analysing your website’s menu structure can help you identify any issues and make necessary improvements to enhance navigation.

Internal linking

Internal linking refers to linking from one page of your website to another. Proper internal linking helps users navigate your website and improves SEO by distributing link authority. Analysing your website’s internal linking structure can help you identify broken or missing links and make necessary improvements.

URL structure

The URL structure of your website should be user-friendly and search engine-friendly. URLs should be descriptive and include relevant keywords, making it easier for users and search engines to understand the content of your pages. Analysing your website’s URL structure can help you identify any issues and optimise your URLs for better SEO and user experience.


A sitemap is a file that lists all the pages on your website and provides information about their relationship to each other. A well-structured sitemap helps search engines crawl and index your website more effectively. Analysing your website’s sitemap can help you identify any missing or improperly structured pages and make necessary improvements.

By assessing and optimising your website’s navigation and structure, you can create a user-friendly website that is easy to navigate and provides a seamless user experience.

Analysing website content and keywords

Keyword research is important for web site analysis, and ensuring your content matches the visitor.

Website content and keywords play a crucial role in SEO and user engagement. Analysing your website’s content and keywords can help you identify areas for improvement and optimise your website for better search engine rankings and user experience.

When analysing your website’s content and keywords, consider the following:

Content quality

High-quality content is essential for engaging users and driving organic traffic. Analysing your website’s content quality involves evaluating relevance, accuracy, uniqueness, and readability. You can make necessary improvements to enhance user experience and SEO performance by identifying low-quality or duplicate content.

Keyword research

Keyword research is identifying the most relevant and valuable keywords for your website. By analysing keyword search volume, competition, and relevance, you can determine which keywords to target in your content. Analysing your website’s keyword usage can help you identify missed opportunities and optimise your content for better search engine rankings.

Meta tags

Meta tags, such as title tags and meta descriptions, provide information about the content of your web pages to search engines and users. Assessing your website’s meta tags can ensure that they are optimised for relevant keywords and accurately represent the content of your pages.

Content structure

The structure of your website’s content plays a significant role in user experience and SEO. Analysing your website’s content structure involves evaluating headings, subheadings, and paragraph formatting. By optimising your content structure, you can make it easier for users to consume your content and improve your website’s search engine rankings.

By analysing and optimising your website’s content and keywords, you can create high-quality, relevant, and engaging content that attracts organic traffic and provides a seamless user experience.

Optimising conversion rate through web site analysis

Conversion rate optimisation (CRO) is improving the percentage of website visitors who take a desired action, such as purchasing, filling out a form, or signing up for a newsletter. Web site analysis is crucial in optimising your website’s conversion rate.

Here are some critical steps to optimise your website’s conversion rate through web site analysis:

Identify conversion goals

Start by identifying the specific actions you want users to take on your website. This could include purchasing, downloading a resource, or filling out a contact form. By defining your conversion goals, you can focus your efforts on optimising the right areas of your website.

Analyse user behaviour

Analyse how users interact with your website and identify any barriers to conversion. This could include high bounce rates, low time on the page, or a complex checkout process. By understanding user behaviour, you can make data-driven decisions to optimise your website for better conversion rates.

A/B testing

A/B testing involves creating two or more versions of a web page and testing them against each other to determine which version performs better. By conducting A/B tests, you can make incremental improvements to your website and continually optimise for better conversion rates.

Optimise call-to-action (CTA)

The call-to-action is a critical element of any conversion-focused web page. Analyse your website’s CTAs and make sure they are clear, compelling, and easy to find. By optimising your CTAs, you can encourage more users to take the desired action.

Streamline the conversion process

Analyse the conversion process on your website and identify any areas where users may be dropping off. This could include a lengthy checkout process, excessive form fields, or confusing navigation. By streamlining the conversion process, you can remove any barriers and turn visitors into sales quickly and easily.


In conclusion, web site analysis is essential for any business or website owner looking to improve their online presence. 

Companies can gain valuable insights into their website’s performance, user experience, conversion rates, and SEO effectiveness by conducting regular analyses. This information allows them to make informed decisions and implement strategies to drive more traffic, increase conversions, and enhance user satisfaction.

Investing in web site analysis is not just about fixing existing issues but about continuously improving and evolving. The online landscape is dynamic, and user expectations constantly change. Regular web site analysis allows businesses to stay ahead of the curve, adapt to emerging trends, and ensure their website remains relevant.

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