The goal was to improve lead generation, have a stronger website, and a stronger presence on Google… And I think we achieved that with the audit.
Rene Willemsen - TSG Group
Project background
Client: TSG Group (UK)
Objective: Conduct a website audit and identify issues that may hinder the website's ranking on search engines and its overall effectiveness. Provide recommendations to resolve any problems, enhance the site's overall quality and increase lead generation.
Timeline: 4 weeks
What is a website audit?
A website audit is a comprehensive analysis of a website's performance. Audits help detect and address errors and issues like broken links, slow loading times, and poor mobile responsiveness. An audit also reviews keyword performance and user experience.
The goal of a website audit is to highlight areas of improvement and enhance the overall quality of your website for better search visibility, user engagement, and conversion rates.
Challenges we faced
TSG is a large, multinational company with their headquarters in the Netherlands.
They have company compliance across their branches on what they can do on their websites; because of this, there were restrictions on changing the design or code of the website.
JL Creative focused on the content management system (CMS) and the content on the site.
We are part of a group and the group controls most of the bigger picture of the website. So we had limited access to what we could do on the UK side of things (but we wanted to know more about) our ranking and page authority (and how this could be improved).
Rene Willemsen
Findings and recommendations
The team at JL Creative identified that TSG’s site had huge fluctuations in clicks, and we suggested TSG investigate the route cause of this.
By comparing TSG UK with other TSG Group sites across Europe, we were able to see that TSG attracted a lot of traffic but that the quality was not as good as some of the other sites.
Technical issues: The team highlighted the site's errors, such as duplicate content, 404 errors, and also identified internal linking opportunities to make navigation easier.
Keyword opportunities: TSG had great brand recognition and their top 10 keywords were all branded terms, so we suggested they diversify from brand-focused to service-specific keywords as this would generate more organic traffic.
Search Engine Results Page (SERP): The team noticed that TSG was losing a lot of traffic because of how their pages were appearing on the SERP.
Google will disregard your meta description if it deems that your meta description is not relevant enough to the content on your page.
We recommended that they update their meta descriptions and make them relevant to the content on their page as well as the intent of the search to improve click through rates.
Titles: A URL slug is the part of a URL that comes after the domain name and helps identify a specific page on a website. It’s typically short, descriptive, and easy to read (such as example.com/about-us). Their titles were not matching their URL slugs enough and this was affecting their ranking.
We suggested that they change some of their branded terms to more generic names that people know. For example, to change: “TSG charge” to “electric vehicle charging.”
Mixed intent: TSG had a lot of pages that weren’t particularly defined in their purpose. If users aren’t able to understand what to do when they land on a page, Google won't be able to identify the goal of the page either. For example, if the page is informational (like a blog) or a purchase page (selling a product/service). Many of TSG’s pages had poor user experience and did not allow users to convert easily.
Internal linking: We identified “weak pages”, pages that were important but generated little traffic, and “strong pages”, traffic generating pages.
We recommended they improve their internal linking structure. Linking stronger pages that drive traffic can boost weaker pages.
Backlink analysis: We noticed that even though their website had a high-authority, they were attracting a lot of poor quality referring domains.
We suggested that they find backlink opportunities to more mid-range sources and easy wins from their partner sites. They had also lost some backlinks. We recommended they work on getting them back and fixing broken, lost links.
The Results
Having implemented our suggestions alongside an improved PPC strategy, TSG Group has seen an increase in quality leads coming from their website. With a more focused approach, some of the terms associated with EV charging and car wash rank much higher and generate up to 100% more clicks than before.
I think the value (of the audit) is good and I would definitely recommend it… If you look at the investment, and what we've got in return it's a long lasting investment… Rather than just spend for a year, you're probably looking at a three year investment by doing something like this. And on top of that, if you then increase your lead intake, you will get your return on investment back. So it's a no brainer.
Rene Willemsen
Working with the JL Creative team was very good. They were very easy to approach and it was easy to discuss things. Meetings were always on time. It was just a nice working environment.
Rene Willemsen
Conclusion
Regular website audits are essential for maintaining a high-performing, user-friendly site.
They help identify and resolve issues which can impact user experience. Conducting audits ensures that your website remains functional, relevant, and engaging.
JL Creative's Website Audit Services will optimise every part of your site, from technical performance to content quality, helping you attract and retain users.
Contact our team by filling out the form below and let's explore how we can improve your site’s performance.
