What is website intelligence?

We’re in a search-first age. When people have questions about just about anything, chances are, they’re turning to search engines like Google. Websites that are optimized to rank highly in search engines’ results pages (SERPs) offer a major opportunity to increase brand awareness — and sales. (To put this shift to a search-first mindset into context, before the onset of the pandemic, Google processed over 3.5 billion searches per day, but in the first year of the pandemic alone, Google reported 5.6 billion per day. That’s a 60% increase in searches in one year—and today, it’s even more.)

When a website is slow to load or otherwise unfriendly to users, they usually don’t stick around. Even a one-second delay in mobile load times can impact conversion rates by up to 20%, according to Mary Ellen Coe, president of Google Customers Solutions. Businesses that have the website intelligence insights they need to monitor and improve key user experience factors on their website are poised to retain and convert more visitors.

Making your website accessible to every visitor is not only the right thing to do, it also makes it easier for all users to navigate and use your site, leading to a better experience for all and more conversions. And with increasing legislation on website accessibility, you mitigate the reputational and financial risk of non-compliance. Lumar’s accessibility metrics help you identify, prioritize and fix issues fast.

With the decline of third-party cookies on the horizon and increasing costs for paid ads online, organic marketing channels like search are likely to capture more attention from CMOs. If a business presently spends significant sums on paid ads to drive website traffic and conversions, driving that same traffic (or a portion of that traffic) through organic search instead of through PPC ads could give brands the leeway to reduce ad spend.

Marketing siloes are breaking down — marketing, sales, and product teams are increasingly cross-functional and the need for collaboration across these teams is expanding beyond the limits of traditional department-specific operational frameworks like Marketing Ops or Dev Ops. Companies that adopt a broader Digital Ops framework need insights that can be shared across teams. A comprehensive website intelligence platform like Lumar aims to unite marketing, engineering, product, and leadership teams with a single source of truth when it comes to their websites’ technical health and help teams align on their digital efforts.

Websites that are not technically sound, optimized for search engines and not accessible hold untapped revenue potential. Lumar helps you ensure your site’s technical foundations are primed to drive the traffic and conversions you need for business growth.

A website intelligence platform like Lumar provides a single source of truth for SEOs, accessibility teams, digital marketers, and developers. Integrations with other platforms in your tech stack allow your cross-functional website teams to fully align on what’s happening with your site.

For leadership roles, Lumar’s website intelligence platform provides necessary oversight of this critical marketing and sales channel. With customizable dashboards and industry-specific website benchmarking, Lumar gives digital leaders the top-level insights they need to demonstrate their team’s impact and effectively manage digital ops at scale.

SEO is no longer a small niche within marketing. SEOs are facing an expanding set of responsibilities in our search-first age. Lumar empowers your SEO team play a bigger role in driving business growth with deep insights, powerful crawling technology, and effective collaboration tools.