copyright websites

ADKLTD Auditing Websites By Andrew Knutt If you own a website then at some point you will require an audit to check that it covers all the basic principles of best practice. But website audits are relatively new to the industry so what does an audit cover. This document contains a general overview of these checks. It covers design, usability, search engine optimisation, accessibility, marketing, statistics, legal and security. 1 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 1 Introduction Whether you are an active participant in e-commerce, maintain a passive website, act as a website designer, provide content or work with the websites of others, you must understand and monitor a wide variety of issues before they become problems or effect conversion rates. A website audit is a crucial tool designed to help you determine whether or not certain changes are necessary to avoid litigation and make sure that potential problems are corrected. Today almost every business or organisation will have its own website and that website will have a purpose. Whether to sell, advise, entertain, or educate, each will require user interaction and any interaction is a service. For this reason a website audit should be carried out to see if that delivery is done effectively. Depending on your business objectives you may want to audit your website for: Compliancy and legal reasons Performance checking Economic performance Security reasons Contingency reasons This document will help you understand the basic principles of website audits and what areas should be considered. These include, design and usability reviews, search engine optimisation, accessibility, marketing, legal and security. 2 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved But first some facts… In just five years the UK went from having 1% of its telephone exchanges activated for broadband to almost 80%. This high rise in fast Internet connections has changed the way we use the web. Users today have become more Internet savvy and businesses have started to take advantage of this channel to market. This rise in Internet use was most prevalent in 2006. Just look at some of these facts: 25 million UK shoppers shopped online in 2006 UK online sales at Christmas 2006 was £7.5 billion Royal Mail delivered 200 million parcels over Christmas 2006 On 11th December 2006 Amazon received 4 million orders in a single day When CEO Jeff Bezos asked of Amazon’s success said “Amazon is obsessively focused on great customer service”. What does this tell us? Your website it not just a marketing tool, a glossy brochure, or a glorified cash till. Your website is a service. And as with all services performance and delivery plays a large role in its success. And that’s where audits come in. Broadband connections in the South West of England have also risen: Somerset Wiltshire Cornwall Dorset Glous Devon Avon Source: BT July 2006 41.6% 38.8% 36.1% 34.6% 33.6% 30.4% 28.2% Website audits can really improve the bottom line, it can increase visitor experience, provide better search engine ranking, and increase visitor to customer conversions. So ask yourself the question. Could our website be better? If so, then an audit may be a wise investment. Use this guide as a way of performing your own audit. You’ll find our free accessibility test at the back or you can employ a company to audit your website for you. Whichever you choose we hope your business will be able to use the audit as a starting point for company development. This data shows that broadband use has changed the way we do business and how customers seek products and services. 3 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 2 Design “Design is not just what it looks like and feels like. Design is how it works” Steve Jobs 1955 - US computer engineer & industrialist; co-founder & chairman of Apple Computer Inc Website owners that want more success from their website usually look at search engine optimisation (SEO) as their first port of call. But a design review should be made first. Why? Because if your website statistics show a good number of visitors but online conversions or sells are low then design may be the issue. If your website doesn’t convert visitors to customers then driving more visitors to your website through SEO will be waste of money. And some SEO services aren’t cheap! A good website design will take into consideration the user habits (usability) and will purposely provoke the user to take some form of action. It also creates an environment that is indicative of your company culture and branding. So how do you know if you are getting value from your web design? By getting it audited. 4 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Like your first car… Buying a website or ecommerce store is like buying your first car. You may not know what to look for in a good deal. Its reliability and value is more complex than its end function. This is why it’s important to plan what you want before you approach a developer and view the type of work they produce. Customers Buy Design Customer purchase decisions between competitor products and services are based on added value not price. In fact, 60% of purchase decisions are based on added value and only 30% are based on price. Design is the key to offering added value. Facts that affect design: You get 3-4 seconds to convince the visitor that they are on the right website Search Engines index pages not websites People see images before they read text People scan text rather than read Your website must think like the Internet searcher. Why have they come to this page on your website? No Price – No Sell Like car buying, we know what colour we want; what style we want; and what price range we envisage spending; but one must also understand the engine. This in website terms means the content, the text, images, online services that drive people to the website. After all, people often arrive at your site from search engines, such as Google, and it’s not the look or images that people see on Google’s website. Design Leads To Success Research shows that design can boost the bottom line by helping businesses create better products and services that compete on value rather than price. The Currys picture: This picture is to remind you that people do not want to know about your company first. They want to know about your service or product first. After all, when you go to buy a washing machine you don’t go to the counter and ask about Currys the company; you go straight to the washing machine section. Therefore, you should heavily feature you products and services on your homepage. If they want to know more about your company they can visit the ‘about us’ page you have on your site. 5 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Fundamental rules… In general, when reviewing design, you should always remember the following points: Always have a call for action That quality images sell Easy navigation aids success Making it human helps sells Look to streamline your processes Your website should always try to overcome barriers that prevent a sale. Understand why people make the purchase choice. E.g. people buy carpets and flooring by touching them. If you are trying to sell this online then provide free samples in the post or promote the sending of a print catalogue. If you sell clothes offer them free returns, etc. Design is Psychological • It should take into consideration the habits of the user Users have certain expectations of where things should be It should aid the sell or promotion of your website objectives by having a call for action Keep each page the same style so users become familiar with using your site and its functions • • • Audit planning tip Understand the purchase processes • Make a list of steps that customer will have to go through to make a offline purchase Identify steps that may cause barriers or reluctance to buy online Overcome the issue by overly stating a clear message on each page on how your visitors can overcome this Below: Test results from Google showing where user’s eyes go first when viewing a website • • 6 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 3 Usability “With ten times as many sites and probably a hundred times as many pages on the Web, users are getting less tolerant of difficult sites, so every design flaw means lost business. Usability has become more important than ever”. Jakob Neilson – Usability guru What is usability? How people use your website It’s about reducing the clicks and functions that cause the brain to think too much A way of designing a website that takes into consideration the user and their habits Some General Principles ‘Does what it says on the tin’ attitude Information should be 2-3 clicks away Write text for scanning rather than reading Use images to make your point Use call for actions and make links clear Use techniques to aid such as ‘where I’ve been’ Navigation Navigation is very important to usability and user experience. Be sure to review your websites navigation categories. 7 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Reduce the thinking… The idea of reducing the thinking processes is very simple. You set up a list of actions required to achieve something and you get rid of any actions that are not required. For example… 8 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Making choices… Offering options or choices on your website can also be an issue for some users. Try not to confuse them and add options if the user expects it. For example: A home office user wanted to buy some print cartridges and visited a print company website. He clicked the ‘accessories’ section and then it asked him to choose a type of user: Home Office Umm! Which one? He will of course eventually find his print cartridge but for a moment he did not know which to choose from. This adds to the thought processes required to get his cartridge which in return reduces usability. To much to read With the advent of broadband and the ease of finding someone else’s website quickly users have become scanners rather than readers. Actually, we’ve been doing it for years with newspapers but the principle is rarely considered by website owners. If your website isn’t scannable then you need to consider culling your text or spreading it over several pages. And don’t forget the more pages you have the more you can be indexed by a search engine. If, of course, your site is knowledge based then you may not need scannable pages with sub sections of your website. Don’t forget to use images as well, as we see these first. The best images to use are lifestyle images or images that your target customers can identify with. Apart from these pointers there are many other aspects of usability one should consider these can be determined by you, your team, or a professional web design company. Whichever you choose just remember the following points: Get straight to the point Write for scanning Remove jargon Use images to reinforce points Reduce the thinking processes Give options that people expect Measure how many clicks it takes to get somewhere Make navigation simple Remember this principle when using: Forms search facilities databases account creations 9 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 4 Search Engine Optimisation “When I took office, only high energy physicists had ever heard of what is called the Worldwide Web.... Now even my cat has its own page”. Bill Clinton, announcement of Next Generation Internet initiative, 1996 What is SEO? The term used to describe the marketing technique of preparing a website to enhance its chances of being ranked in the top results of a search engine once a relevant search is undertaken. Keywords & Phrases Sometimes it’s not enough for the business owner to decide what keywords and phrases people are most likely to search for. Therefore, research is always required. You can do this yourself using free online tools or your web developer will provide this service for you. But do remember that you need a unique primary and secondary keyword or phrase for each webpage throughout your website. Not just one for your homepage. Once you decide on these keywords and phrases you then write them into your web page text, repeating at least 3-4 times and ensure that they are in your meta tags (hidden text). Writing text for your web pages is called ‘copywriting’ and is known as ‘copy’ for short. 10 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved How the web designer discovers what people search for? Good web designers use services provided by word tracking companies, which is accessed through software programs. One of the best and most commonly used one is ‘Wordtracker’. Just type ‘Wordtracker’ into Google to discover more. You can also find a collection of free word tools on the internet, including those provided by search engines such as Google. Here is a list of sites you should visit: https://adwords.google.com/select/KeywordToolExternal?gsessionid=gRX9ZxxXE8A (if you prefer just type ‘google keyword tool’ in a search engine) http://www.nichebot.com http://inventory.uk.overture.com/d/searchinventory/suggestion/ http://www.digitalpoint.com/tools/suggestion/ (used during Audit talk) If you prefer just type ‘UK keyword tool’ in a search engine and use those provided in the results. Another way of taking a shortcut to keywords is by looking at your competitions number one ranking site. To do this just type in your industry keyword or phrase into a search engine and visit the highest ranking website. Then (if using Internet Explorer) click View, view source. The results from ‘Wordtracker’ above are just to show you what the highest searched terms were in the English speaking world. Note that 18 words have been excluded due to their pornographic nature. The brown words show business opportunities for certain keywords. The ‘gifts for dad’ also shows how seasonal you should be with your keywords and phrases. This is how some of the big international companies stay on top of the game by tracking the fashion of keywords and phrases. 11 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Where are meta tags… Each web page throughout your site should have 3 chosen keywords or phrases assigned to them. Then these keywords are phrases must be used in the page meta tags. Meta tags are hidden so you can only update these if you have access to the web page code. In general you should include your designated keywords and phrases in the following meta tags: Title Description Keywords (becoming less important but should not be excluded) For example, if a web page is using the keywords ‘chartered accountant’ and ‘ABC Ltd’ then your copy may read something like: “Welcome to ABC Ltd the chartered accountant company that has a professional team ready to serve all your business needs. ABC Ltd provides chartered accountant services for small and large businesses and welcome enquiries throughout the UK. We are experts at keeping your books up to date, offer a range of tax specialisms, and much, much more. Each of our clients has a registered chartered accountant assigned to them to ensure that their business receives advice and service at the highest professional level. But at ABC Ltd we go further than that because we also have a team of IT professionals who can help integrate any accounting software into your business and our own systems. Offering you peace of mind and a chartered accountant service that has kept ABC Ltd going strong for over 22 years. To find our more about ABC Ltd chartered accountant services just browse our website or call 0800 3213219”. Don’t forget that you can also use ‘alt’ tags for keyword placements. Alt tags provide a text pop-up when you hover over an image. These are also used for accessibility. Once these keywords and phrases have been added you then need to use these keywords and phrases again in the actual text that your visitors read. This is known as ‘keyword density’ and each keyword must be repeated at least 3 times or more. That’s why copyrighting is an art and one that should be employed on every page. 12 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Link building… This is the most important part of your search engine optimisation techniques as links coming into your website is seen by search engines as word-of-mouth advertising. But the links to your site must be relevant where possible and do not use companies who offer 100’s links to your website. These are known as ‘link farms’ and should not be used. You should always try to get your site listed with as many websites as possible especially directories, and before you do any ‘pay per click’ (PPC) advertising, such as Google Adwords. Some PPC’s could cost you as much as £200 a month, whereas a directory listing could cost you £99 a year, and most directories can be found in the top 20 search engine results. Money worth spending! To add your web site link to directory based websites just search for directories using a search engine and view the results. Use words such as business directory, [your county] directory, [your industry/trade] directory, and Google Local. But do remember that some charge, some are free, and some don’t allow your website address to be added. Just look for their ‘terms or conditions’ or ‘add your site’ to find out. Just try to get your business listed with as many other websites as possible. Don’t forget to search for your business name as well. You’ll be surprised who already has your business listed. They just may not have all your details such as your web address. 13 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Quality content builds links • By adding linkable content you will encourage others to link to your site, and improve the overall quality of your site for your own visitors. Determine the type of sites you want to trade links with. Focus on sites that are related to your target market. Keep it fresh A search engines job is to provide the freshest and most popular results as possible. That’s why you should always aim for the 3 points below. But do remember that links into your website gets the highest search engine points but you must also have some links going out. • • Case Study • A site that sold outdoor wear accumulated a list of links from sites that sold equestrian and dog products, but not outdoor wear. They developed a new section on their website on these outdoor activities. Then wrote to all the list of links telling them about these particular pages and asked for links from all of the sites. In the end, they significantly increased the number of links to their site from other sites and maintained their focus of their target market. Plus, they added 10 additional pages of content to their site that their own visitors enjoyed. This helps significantly in search-engine placements. • Other websites worth registering with: Local council business directory websites Chamber of Commerce websites Other techniques you can do to get your website listed: 1. Write articles and submit them to websites ensuring that your web address is included 2. Join industry related or product related forums and contribute to discussions ensuring that your web address is included 3. Have additional pages on your own website with links to other sites and then ask these other sites if they will reciprocate. • • • 14 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 5 Accessibility “Being online is everything. It's my hi-fi, my source of income, my supermarket, my telephone. It's my way in” Lynn Holdsworth, screen reader user, web developer and programmer Accessibility is a key issue in the development of online projects, and is rapidly gaining increasing prominence with the introduction of legislation, and the efforts of those who aim to raise awareness. Accessible websites provide unrestricted, straightforward access for all users, amongst whom lies a broad spectrum of needs: physical, cognitive, technical, linguistic, cultural, hardware and software. Improving your site's accessibility can do the following: Increase market share and audience exposure Improve search-engine rankings Reduce legal liability risk Generate positive press Lower site-maintenance costs So how do you know if your website is compliant? It’s easy. Just go to the official governing body (W3C) validation website http://validator.w3.org and enter your web address. If the results fail speak to your web design company. 15 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved There are other types of accessibility tests that one can do but these usually involve more in-depth analyst. One particularly good one can be found at: http://webexact.watchfire.com So what happens if your website design is not accessible? Unsurprisingly, you leave yourself open to criticism, bad press and more seriously legal action if your site is not accessible. “A disabled person can make a claim against you if your website makes it impossible or unreasonably difficult to access information and services. If you have not made reasonable adjustments and cannot show that this failure is justified, then you may be liable under the Act, and may have to pay compensation and be ordered by a court to change your site”. RNIB 2005 What is meant by “reasonable adjustments” to your website design? Steps that should be taken to make reasonable adjustments include changing: a practice, policy or procedure which makes it impossible or unreasonably difficult for a disabled person to use a service; any physical features which make it impossible or unreasonably difficult for a disabled person to use a service. These changes have been required since October 1999. Note that "reasonable" is not defined in the Act, but the Code of Practice does give some guidance on this, and indicates that it will depend upon, the type of service provided; the type of organisation you are and resources available; the impact on the disabled person. What level of compliance should your website design meet? No case has been brought to court in the United Kingdom to date, so there is no case law guidance. In any event, case law can only provide broad guidance - what websites have to do may vary from site to site. What is important, however, is the outcome: the DDA requires that you make what it refers to as “reasonable adjustments”, to your services to ensure that a person with a disability can access that service. This means making changes to websites - which offer 24 hour service, and a variety of features not available via, for example, a telephone service - so that disabled people can use them. Who can build you a website design that 'complies with UK Law'? No website design company is capable of producing a website for you that is “compliant with the law” or “compliant with the DDA" in the UK. 9.1.1 It is not possible to provide a definitive specification for a fully accessible website which will satisfy the requirements of the DDA. Website commissioners should therefore be sceptical if contracting companies declare that they will create websites that are “DDA-compliant” or “compliant with the law”. Conversely, website commissioners should not require a web designer to design a website that is “DDA-compliant” or “compliant with the law”. Until case law has been established such claims cannot be made or honoured. PAS 78 , 2006 Your website can also have several levels of accessibility. These are determined by: Web Content Accessibility Guide The WCAG guidelines have three levels of conformance. • Conformance Level "A": all Priority 1 checkpoints are satisfied. This is known as 'WCAG A' compliant. Conformance Level "DoubleA": all Priority 1 and 2 checkpoints are satisfied. This is known as 'WCAG AA' compliant. Conformance Level "TripleA": all Priority 1, 2, and 3 checkpoints are satisfied. This is known as 'WCAG AAA' compliant. • • 16 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 6 Marketing & Statistics “As your customers become more comfortable spending money online, they provide you with a wealth of data about themselves, their shopping habits and buying patterns” Brent Hieggeleke – Vice President of Marketing, Web Trends Inc Everyone needs to market their website and everyone needs website statistics to know if the marketing is working. There’s email newsletters, pay-per-click advertising, website banner advertising, directory listings, promotional print, discount codes, cooperative advertising and affiliate schemes. Target customers or not? 60% of adults in Great Britain had used the Internet prior to May 2005, of which 58 % had bought or ordered goods, tickets or services 63% of men and 52% women had used it for purchases Out of 11 regions the South West has the 4th largest number of adults who access the internet Internet use (not purchases) is highest within the 16-24 age group and lowest in the 65+ age group Between 2003/04 the greatest percentage point increase was among adults aged 45 to 54, increasing by 13% Adults aged 25 to 44 were the age group most likely to purchase goods over the Internet (55%) 17 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved What are these target customers doing on your website? There are 3 levels of web analysis to choose from: Traffic reporting tells you basic activity information, such as how many visitors, search strings, entry and exit pages, and page views Visitor behaviour analysis delivers insight into visitor activity & behaviour such as conversion success by marketing campaign Customer analysis gives individual data and merges with site activity so you get a complete view into customers interactions To find out more about website statistics speak to your web designer or just search for ‘website statistics’ in a search engine. One of the best providers or statistics is Web Trends. www.webtrends.com But before you purchase any statistical software be sure to ask your website hosting provider first as many provide standard traffic reporting for free or at very little cost. If you desire anything more than traffic reporting then be prepared to spend a few hundred pounds. And review what you can do with that data before you buy. Don’t ignore the power of offline marketing We can see from the research below that many people who visit our website already know our web address. 18 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 7 Legal & Security “…if I look at my 16 year old daughter, for her bandwidth is a big issue because one of her main aims in life is to steal intellectual property from other people” Simon Willis, Director, Internet Business Solutions Group, Cisco Systems - Evidence to Trade & Industry Committee, House of Commons Oct 2004 So what are the regulations and ecommerce guidelines that you should to be aware of before you take on ecommerce store? If you sell or promote your products online, there are a number of requirements that you must comply with. These requirements are set out by the government and can be viewed in detail at the DTI and UK Legislation website. There are of course accessibility guidelines that one can also follow and more information on this can be found in our Accessibility section. Privacy and spamming have also been regulated so even the most passive of website will need to take some form of action. So what are the main laws that website owners need to be aware of Disability Discrimination Act 1995 The Data Protection Act 1998 Consumer Protection (Distance Selling Regulations) 2000 19 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Disability Discrimination Act 1995 “You now have a legal obligation following the implementation of section 21 of the Disability Discrimination Act (1999) - to make reasonable adjustments to ensure blind and partially sighted people can access your service”. RNIB, 2005 W3C complaint as Becoming explained in our accessibility section is the way of becoming compliant. Registering with the Information Commissioner You may be exempt from registering with the www.informationcommissioner.gov. uk if you only process people's personal data for personnel purposes, advertising and PR activities or for accounts and records. Notification costs £35 and must be renewed annually. And if you are not exempt from notifying the Information Commissioner but fail to do so, you are liable now to pay fines up to £5,000 per offence plus costs. Liability can extend to the company and to individuals, which means if a company commits a criminal offence under the Act, any director or manager can be found guilty too. Beware the scams: There are several bogus companies who use new company registration data to send you a demand for data protection registration, often charging as much as £95 +VAT for registration. These are fake and should be ignored. The Information Commissioner in Wilmslow, Cheshire is the only body responsible for data protection registration. The Data Protection Act 1998 If you are retaining customers’ personal details, you must register with the Data Protection Agency www.dpr.gov.uk 20 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Consumer Protection (Distance Selling Regulations) 2000 Customers who buy from your website are allowed a 7 day cooling off period. If you do not state this in your terms and conditions the customer is entitled to a 3 month cooling off period. E-commerce Regulations 2002 You must give recipients of your online services your business' name, address and other details including your email address details of any publicly available register in which you are entered, together with your registration number or equivalent the particulars of the supervisory body if the service is subject to an authorisation scheme details of any professional body with which you are registered your VAT registration number if your website refers to prices, these must be clear and indicate whether they include tax and delivery costs Privacy and Electronic Communications Regulations For email marketing. Rules which legislate against unsolicited emails or SMS, commonly referred to as spam. For use of Cookies. The aim of the regulation is to allow the visitor to choose whether they want cookies on their PC. Companies Act 2006 From 1 January 2007 all companies in the UK must clearly state the company registration number, place of registration, and registered office address on your website and email. 21 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Privacy Policy All websites should have a privacy policy to tell the visitor what you do or don’t do with information. It also provides confidence to the visitor as they know that you take data protection serious and respect people’s privacy. These privacy policies should be on every web page throughout your website and if your website warrants a disclaimer or terms and conditions then these should also be available on every page. Even though a written privacy policy is adequate best practice can go even further with a solution called P3P. (The picture below shows some of the known issues written policies). What is P3P? P3P was developed by W3C and it’s a machine-readable code for expressing a website’s data management practices. A website’s P3P policy presents a snapshot summary of how the site collects, handles and uses personal information about its visitors. P3P-enabled web browsers will read and understand this snapshot information automatically; It will compare it to the Web user's own set of privacy preferences, and inform the user when these preferences do not match the practices of the website he or she is visiting. For more info visit www.w3.org/P3P/ 22 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved Security Tips Security for your website is best advised by your web developer but here are some basic tips: • • • • • • Use security certificates such as SSL when transmitting data from your website Use a strong password policy Backup your website and compile a contingency plan Search for ‘website security audit’ in a search engine and use a company to get a report Security is also at the server level i.e. where it is hosted. Check your hosting provider Use ‘Digital ID’s’ if you need to send secure emails 23 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved 8 Audit Checklist “The key to working smarter is knowing the difference between motion and direction” Anonymous When auditing your website just remember these fundamental rules: Design - Make your website a service and create added value Usability - Keep it simple. Consider user habits and reduce the thinking SEO - Copywrite keywords; build quality content and incoming links Accessibility - Aim for W3C compliancy or priorities 1-3 Marketing & Statistics - Get site statistics; track visitor’s habits. Push offline advertising Legal & Security - Check privacy policy and comply with DDA, DPA, & DSA To find out about your website usability why not do our free test overleaf? Alternatively, contact us using the details overleaf to discuss your audit requirements or visit our website for service information and many other creative design services. Oh! And good luck with all your online endeavours. 24 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved ADKLTD 82 Lisieux Way, Taunton Somerset, TA1 2LF Tel. 01823 282643 Email. info@adk.ltd.uk Web. www.adk.ltd.uk 25 Auditing Websites by Andrew Knutt ADK Ltd (C) Copyright 2007 All Rights Reserved