Having a website can be an arduous venture. The hard work starts at the beginning with the creation process – information gathering, planning, design, development, testing, delivery. Not only are there many phases in the website design and development process, but there are also numerous parts involved in each phase. Once the phases are complete and the website is up and running, the job is still not done. It’s never done.

Maintenance of the site, throughout its lifetime, is key – from subsequent content updates, hosting follow-ups and backend fixes, as well as various other upkeep needs. And because technology is constantly evolving, websites become technically outdated more quickly, resulting in slower speed and less effective performance.

Keep in mind that a website’s primary purpose is as a marketing tool. It must also align with and support the organization’s overarching business strategy. So, optimal website performance is crucial – to driving traffic, improving conversion rates, generating more leads and increasing revenue. The question is: how can website performance be frequently (and easily) analyzed to ensure stellar performance?

There are a number of tools available online, some free and some paid, to assess the technical aspects of a website. Here are a few of our favorites:

6 Tools to Help You Tackle Website Performance

  1. WooRankLooking for an exceptional website review tool that provides an almost instant overall website audit? WooRank provides a comprehensive summary, and an overall grade (on a scale of 0 to 100) that breaks down the areas of a site that passed, need improvement, or had errors. The review suggests how to improve technical SEO, mobile friendliness and overall usability. It also covers optimization tips for title tags, meta descriptions, headings, keywords, alt. attributes, page linking, URL setup and blocking factors. This inclusive report is easily accessible, and extensions are available for download for Chrome and Firefox.
  2. Mobile-Friendly TestPeople are accessing the web through their mobile devices more and more. It’s vital to make sure your website has been designed to be mobile-friendly; ensure your site performs well on all devices, not just on desktops. To use this tool, just enter a page URL, press run test and see how your page scores. Based on the results, you can optimize your website so visitors from all devices can have a pleasant experience.
  3. MozBarKnown as the industry’s leading SEO toolbar, MozBar has definitely earned its reputation. Not only is it a wonderful tool for link building and competitive analysis, but it also provides valuable feedback through on-page analysis. The analysis covers aspects within on-page elements, general attributes, link metrics, markup and HTTP status. There is a highlighting device that colorfully points to links that are followed, no-followed, external and internal. The page optimization icon within the tool offers a way for users to analyze their keyword difficulty. Users simply enter a keyword into the search option and receive a page optimization score, along with important fixes and on-page content suggestions to enter a keyword. Download this plugin on a Chrome web browser to help with your SEO audit.
  4. Broken Link CheckerProperly functioning links are critical for a website’s SEO and user experience. The Broken Link Checker is a terrific way to check links and anchors throughout a website. It’s as easy as entering the desired URL into the tool’s search bar and hitting the “check” button. A report is generated with the list of errors that were found, enabling the user to easily pinpoint areas for improvement.
  5. Pingdom Website Speed TestHaving trouble with load time? Nobody likes a slow site. The Pingdom Website Speed Test runs full page tests, based on a chosen designated location to test from. It analyzes the load time of the any page URL entered and discovers the site’s bottlenecks. Because Google has specified that site speed is one of the signals used by its algorithm to rank pages and knowing that site speed is important to user experience, it is vital that this aspect of website performance is monitored and adjusted as needed. 
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  6. Cross Browser TestingIs your website being viewed on Chrome, Firefox or Internet Explorer? How about on a desktop, tablet or mobile device? The best way to ensure your site is prepared for any and all of these combinations is to conduct cross browser testing, and this tool can be of assistance. Manually test any browser and device you choose via interactive testing to check your website’s functionality and appearance. Don’t focus on every possible browser combination, but spend the time making sure the most popular browsers are showing your site properly. You can also reference your analytics report to identify the most-used browsers to help guide your investigation.

Many of the needs identified in these reports can be implemented by marketers; however, you might need the assistance of a developer for more technical fixes. Utilizing these tools will at least give you a starting point to know the right questions to ask. These useful tools can help monitor your website’s performance and assist in the continuous and never-ending phase of maintenance. It’s best to set up a regular cadence to check in on your website – monthly, quarterly, annually, or whatever timing you is most appropriate for your organization.

Remember, your website is a critical asset for your marketing efforts. Don’t let the hard work and time you dedicated to creating your website go to waste and wither as technology evolves. Maintain the technical aspects of your website and ensure everlasting performance.

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With a passion for digital and design, Jessica contributes to our digital marketing through website and user experience development, social media strategy, SEO, analytics reporting, and promotional material creation. She holds a degree in marketing, with minors in graphic design and psychology from Lehigh University. Outside of the office, she loves to read a good book, try out new recipes, and spend time with family and friends.