Most organizations have a hidden gem that they don’t know about and aren’t using. It’s something they’ve been gathering for years that can help them make better decisions. I’m talking about the data collected by your website showing how visitors are interacting with your organization. What pages do they visit? What do they do or don’t do on your site?
I regularly think about the distinction between ‘data’ and ‘information’, pointed out to me by my friend, Andrew. ‘Data’ consists of raw, unorganized numbers and facts. Data on its own doesn’t necessarily tell you anything. When data has been distilled and analyzed, it becomes useful in the form of ‘information’ which can be employed to make decisions. Getting 500 visitors to your donation page is data. Determining they left without giving or exploring other pages is information. This insight enables you to improve that page so that visitors have a better idea of what to do next.
When was the last time you looked at this data and turned it into information and from there into action? In fairness, you’re probably too busy running your organization to dig into this. It doesn’t help that the data is an opaque mess of numbers, encased in lingo which is hard to unpack. You may think ‘organic search’ means looking for apples grown without pesticides. ‘Landing pages’ might refer to an airport website. Perhaps ‘bounce rate’ measures the springiness of a trampoline. You don’t need to know all these terms. That’s where I come in.
For many years, I’ve been working with this data, looking for ways to turn those numbers into useful insights for my clients. Lately, I’ve been putting together reports for clients that combine Google Analytics, Google Search Console, competitor data, and my knowledge of the client and their website, and filter it all through my years of experience. I bring all this information together to develop a detailed report. But I don’t just hand over a generic document filled with more jargon. Instead, I interpret the findings, what they mean, and provide practical recommendations for improvements for this unique organization.
For example, in a recent report for a non-profit, we identified that the website had a solid technical foundation but that the site didn’t communicate the organization’s solid reputation. The site’s service pages did not receive enough traffic because most of the site’s authority was concentrated on the homepage. The client was considering replacing the website, but I recommended keeping its excellent design and technical foundation. Instead, I suggested focusing on specific, tangible ways of increasing traffic and search visibility
In preparing another report, I noticed that the client’s site was receiving significant traffic from the United States. We had previously discussed expanding their offering south of the border, and this was evidence that there’s interest and potential for growth. The analytics for a site can have a direct effect on business strategy. In this case, it helped solidify an opportunity that they had considered but hadn’t tested.
Your website has been collecting data about your audience and what they’re looking for. If you haven’t looked at that in a while or ever, then there’s a good chance there’s something you’re missing. That information can help you get more donations, grant funding, or sales. Understanding how your site is actually being used will help you find gaps and opportunities and better communicate your important message. Curious about what information and clues are hiding within your website? Let’s dig it out together.
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