See your website
through your visitors' eyes.
Most companies know their website isn't performing as it should — but not why visitors leave without making contact. And even fewer know whether the site conveys the brand and offering they believe it does. We give you the answer — from the perspective of your actual target audiences.
Persona Web Audit™ is a thorough review of a B2B website from multiple stakeholder perspectives — typically service technicians, buyers, evaluating purchasers, consultants and job seekers. The analysis measures to what extent the site fulfils each target audience's specific purpose for visiting, across three dimensions: visitor experience, brand congruence and keyword/content alignment. The result is a detailed action plan ranked by expected impact on contact conversion rate. The service is produced by MarketMind and distributed by Alba Business Group. Delivery time: 14 business days.
Visitor experience, brand and searchability — simultaneously
Most web analyses look at one thing at a time. We examine how the dimensions interact — because that is where friction occurs.
Visitor Experience
The entire visit from the persona's point of view — from landing page to contact step. Every friction point is documented with a screenshot and a concrete solution proposal.
Brand Congruence
Does the visitor's impression match your brand values and profile? We measure the gap between intended and perceived brand — where trust is either built or lost.
Keywords & Content
Do the right landing pages exist for your target audiences' actual search behaviour? The right content in the right place for the right persona — otherwise they will never find you.
The entire web journey reviewed systematically
Each area is rated 1–5 based on the persona's needs and purpose for visiting. The composite score index makes it easy to track improvement from report to report.
Homepage
First impression, message clarity, navigation structure and alignment with the persona's purpose for visiting.
Service or Product Page
How well the offering is described from the persona's perspective — relevance, clarity and credibility.
About Us / Team
Does the page build trust? The right expertise, the right tone and the right evidence for the persona's decision-making process.
Case Studies and References
Are the right industry and size references present? Are they concrete enough to be convincing?
Contact and CTA
Is the next step clear? Forms, phone, meeting booker — friction and placement are reviewed.
Search Function and Navigation
Can visitors find what they are looking for without having to think? Menu structure and on-site searchability.
Mobile & Accessibility
How does the site perform on mobile? Readability, buttons and load times in the persona's everyday context.
Brand Congruence
Does the visitor's impression match the company's brand values and profile? The gap between intended and perceived brand.
Information Needs Analysis
Does the site fulfil the persona's actual information needs in their decision-making process — or does it only answer what the company wants to communicate?
Keywords & Landing Pages
Do the right landing pages exist for the search terms your personas actually use? Do they have the right content and structure to convert?
Areas 8–10 (brand congruence, information needs analysis and keyword/landing page review) require you to share your brand profile and prioritised search terms. If no source material is available, we deliver based on industry standards.
A complete decision-making foundation
Not a list of observations — but a prioritised plan ready to act on. With three analysis dimensions compiled in a single document.
Executive Summary with top barriers per persona, brand gaps and keyword opportunities
Persona fact sheet based on your target audience data — role, information needs and decision process
Per-page analysis (10 audit areas) with a rating index of 1–5 and key observations
Consolidated rating table with colour coding — comparable over time from report 2 onwards
Prioritised recommendations ranked by expected impact on contact conversion rate
Detailed action list — PROBLEM + SOLUTION at content, layout and strategy level
30-minute follow-up call per report for review and questions
Delivery within 14 business days from confirmed order
The friction points — page by page.
Each report is built around the persona: how they think, what they search for, where the site meets or misses them. Screenshots, ratings and concrete fixes per friction point.
Average: 32–48 pages per persona, depending on site scope.
Request a sample report →Precision comes from real target audiences
The value of the analysis is directly linked to how well the personas reflect your actual visitors. We work with four approaches — and start at the level you are at.
Data-driven personas derived directly from your actual visitors — barriers and behaviours reflect reality.
Your existing analysis is used directly — no additional data collection required.
Based on your internal knowledge of the target audience — fast and pragmatic.
Delivered without customer data — ideal for the pilot analysis.
The pilot analysis is always delivered using option 3 or 4 — no existing source material required.
Persona Web Audit™ is produced in collaboration with MarketMind and distributed by Alba Business Group.
Get started in 20 minutes
A complimentary intro meeting where we review your website, identify the right personas and assess what source material is available. First report within three weeks.