4 questions for your annual website review

How about a little website housekeeping? Your website isn’t a static business card. It’s one of the hardest-working tools you have for supporting your marketing goals. So when you review the impact of your marketing work, make sure your firm’s website is part of that review.

Here are 4 questions to guide your website review.

Are you collecting the right data?

Good decisions start with good data.

GA4 is useful, but there’s only so much insight it can give. To understand how people actually interact with your site, and where they get stuck, nothing beats a heat mapping and session replay tool.

Our go-to at Starling is Microsoft Clarity. It collects user behavior like clicks, scrolls, and session recordings, and it costs nothing to run. We’re not affiliates, just advocates for good analytics. If you’d like a hand setting it up, reach out to us here.

Want to compare other heat mapping tools? Check out this roundup from Zapier.

Are your service offerings up to date?

Does your website copy accurately reflect the services your firm offers today? Or are you still marketing something you retired years ago? Read through your site and make sure the messaging matches what you actually sell. If the copy is thin, off, or out of date, that’s usually a sign your site needs more than a quick edit. We handle messaging and copy as part of a website project, so the words and the design get built to work together.

What is the conversion rate of your website?

Plenty of firms track web traffic to measure their SEO, then stop there. But are those visitors taking the right actions on your site? Or just landing on a keyword-heavy page for a few seconds before they bounce?

If you’re not tracking conversion rate yet, start now. First you need a clear picture of what your site is meant to do. Are you a CPA firm looking for new clients? Then a successful conversion might be an inquiry form submission from a qualified prospect. Trying to attract talent instead? A completed job application counts as a conversion.

Once you’ve defined your goals and what counts as a conversion, you can calculate the rate. Here’s the formula.

Conversion rate formula:

(Total number of conversions / total number of website visitors) x 100 = % conversion rate

Traffic that never converts is usually a visibility and messaging problem, not just a numbers problem. If the right prospects aren’t finding you in the first place, our SEO and AI search work exists to fix exactly that: getting your firm found, cited, and recommended across ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews, as well as in traditional search.

Does your website meet ADA accessibility standards?

You may remember our earlier piece on website accessibility standards. ADA website compliance gets overlooked constantly, but it is a legal requirement.

So how do you know if your site measures up? The Web Accessibility Initiative maintains the Web Content Accessibility Guidelines, an international standard broken into three levels: A, AA, and AAA. WCAG 2.2 is now the current W3C Recommendation, though 2.1 AA remains the common legal baseline. The level your firm needs to meet often depends on your industry.

The most accurate way to find out where you stand is to work with people who understand WCAG. We can audit your site and hand you a prioritized list of fixes. Take that list to your own dev team, or we’ll make the updates for you.

Whether you work with us or another agency, prioritize accessibility as part of your regular website review. It keeps you on the right side of the law, and it’s simply the right thing to do: building an online space anyone can use, regardless of ability.

Run through these four questions once and your website review stops being a chore and starts being a plan. If you’d rather have a second set of eyes on any of it, schedule a call and we’ll take a look together.