Website Branding Audit

Client Dilemma

After investing a significant amount of time and resources in a website “re-branding initiative,” a Business Development Directives’ client wondered if the experience of the company’s brand matched or enhanced the brand experience of their newly updated website. They wanted some kind of assurance or “test” before taking the site live. The client had many unanswered questions. “How will our overall brand experience compare to the website? How do clients experience the brand today? What are the ‘touch points’ of our clients and our company? Are there any disconnects between the brand, website, collateral material and our people? Does it say what we want it to? Is it consistent or competitive with our upscale image? What do they like about the site? Where do they spend the most time? Is it easy to use? How long does it take the graphics to load? What does it look like on different monitor sizes? What links or special words brought the site up on a routine search?” Before they gave their final blessing to the design firm, they needed this vital information.

BDD’s Service in Action

Knowing exactly how to assist the client, BDD’s services in action included a thorough website branding audit. The interactive online study asked a sampling of the client’s customer segments to view the site and provide input on the experience. BDD’s technology allowed participants to provide immediate feedback to the client regarding their site visit. The research captured overall perceptions, quantifiable data and vital technical details of site performance. Next, the audit included a comparison of other “brand touch points” and how they matched the new website. With the data serving as a critical eye, every inch of the website was scanned for details that needed to be modified. Once data was collected from survey input and the consultant critique, a detailed executive summary was drafted. Not only did the summary provide answers to the client’s concerns, it mapped out site areas that needed to be revisited and sections that worked well.

End Result

The client found that, in general, the website was well received. In fact, the effort drew customers and potential prospects to the site and reinforced the branding efforts underway. The audit provided a clear picture of the best use of client resources, informing them the site areas in which visitors spent the most time. Furthermore, they learned what customers would like to have on the site, how the site was found and other sites of value. The research confirmed a need for enhanced navigational icons, that the site was text heavy and some graphics did not enhance the client’s brand image. Thanks to BDD’s Website Branding Audit service, the client’s website was modified to more closely match the upscale brand image that customers had come to expect.