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Website Analysis: What to Look for and Why It Matters

Everything you need to know about analysing a website's performance, UX, and conversion potential.

·7 min read

The Five Dimensions of Website Analysis

A website analysis covers more than just traffic numbers. To get a complete picture, evaluate five dimensions simultaneously.

1. Technical Health

Is the site crawlable, fast, and secure? Technical issues silently kill rankings and conversions. Check:

  • HTTPS and valid SSL certificate
  • Robots.txt and sitemap.xml configuration
  • Page load speed on 3G mobile
  • Core Web Vitals scores

    • 2. On-Page SEO

    Every page should have a clear purpose and keyword target. Review:

  • Title tags (50 to 60 characters, includes primary keyword)
  • Meta descriptions (150 to 160 characters, compelling call to action)
  • Header hierarchy (one H1 per page, logical H2 and H3 structure)
  • Internal linking structure

    • 3. Content Quality

    Google evaluates content on Experience, Expertise, Authoritativeness, and Trust. Signs of strong content:

  • Original research or data
  • Author bylines with credentials
  • Regular updates -- stale content loses rankings
  • Depth -- thin content rarely ranks for competitive terms

    • 4. Conversion Architecture

    Traffic is worthless without conversions. Evaluate:

  • Is there a clear primary call to action on each page?
  • Does the pricing page answer objections?
  • Is the checkout or sign-up flow friction-free?
  • Are trust signals such as reviews, logos, and guarantees visible?

    • 5. Competitive Position

    How does the site compare to the top three competitors on the same keyword? Orion generates a side-by-side comparison automatically.

    *Analyse your website with Orion for free.*

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