When managing your company’s digital presence, a website audit can be a valuable tool. It helps identify issues, optimise performance, and ensure your site is up to date with the latest SEO practices. However, not all website audits are created equal—especially when they come from a competitor agency likely looking to poach work from your current marketing partner.
We’ve seen a few instances of late where marketing /web agencies have offered, or even carried out a free website audit for our clients. As we’ve got excellent relationships with our clients, we’ve seen the results of these audits and want to share some common pitfalls of giving too much credence to a website audit from a provider who doesn’t know you or your business objectives…
The "Free Audit" Trap
One common tactic used by competitor agencies is the offer of a “free” website audit. Whilst this might seem like a generous offer, it often comes with strings attached. These audits can be superficial, focusing only on issues that conveniently align with the services the competitor offers. Their goal? To highlight perceived shortcomings and sow doubt about your current agency’s effectiveness.
Overstating Issues
Competitor agencies may exaggerate minor issues to make them appear critical. For example, they might flag outdated content or minor SEO discrepancies as urgent problems that need immediate (and costly) attention. This tactic is designed to make you feel that your current agency is neglecting your website, even when the issues are minor and easily fixable.
Underplaying Your Successes
A competitor audit might conveniently overlook the areas where your current agency is excelling. By focusing only on areas for perceived improvement, they create a skewed perception that your current marketing strategy is failing. This is a classic bait-and-switch technique: they want you to think the grass is greener on their side, when in reality, your current agency may be delivering solid results (just not the ones they’re looking at!)
The Hidden Agenda
Remember, a competitor agency’s primary goal is to win your business—not necessarily to provide an honest and unbiased audit. They may use scare tactics or suggest unnecessary changes just to convince you to switch. These audits often lack the depth and context that your current agency—who understands your business and long-term goals—can provide.
Sticking with the Right Partner
Before jumping ship based on a competitor’s audit, take a step back and evaluate the big picture. Discuss the findings with your current agency. A strong marketing partner will be transparent about any gaps and will work with you to address them effectively. They have a vested interest in your success, unlike a competitor who is more interested in quick wins. Think about it logically, why wouldn’t your current Marketing agency want to deliver continuous Return on Investment and support you to succeed? As we often say at Keane, your success is our reputation!
Whilst it’s always a good idea to keep an eye on your website’s performance, be cautious of audits from competitor agencies. They may not have your best interests at heart. Instead, trust in the relationship you’ve built with your current agency and work collaboratively to achieve your business goals.
