Digital Audit -

Every Infant Matters

Website (https://everyinfantmatters.org)

Pros
● Page size is 2.9 MB, which is great for mobile users.
● SEO: meta description is on point, Links have descriptive texts, website is
searchable on Google.
● Minimal page redirects.
● Legible font size
● HTTPS secured.
Website (https://everyinfantmatters.org)

Cons
● Too many page requests. The more files the page has the more HTTP requests
the website makes, the slower it becomes. Reduce the number of files on your
page.
● Use responsive images or SVGs for different screen sizes.
● Not mobile optimized. Having interactive elements like buttons and buttons
appropriately spaced helps in search engine ranking and better user experience.
● Your page's main keywords are not distributed well across the important HTML
tags.
Your page content should be focused around particular keywords you would like to rank for. Ideally
these keywords should also be distributed across tags such as the title, meta and header tags.
Website (https://everyinfantmatters.org)

● You have images on your page that are missing Alt attributes. I found 55
images on your page and 53 of them are missing the attribute. Alt attributes
are an often overlooked and simple way to signal to Search Engines what an
image is about, and help it rank in image search results.
● Some of your link URLs do not appear friendly to humans or search engines.
We would recommend making URLs as readable as possible by reducing
length, file names, code strings and special characters.
Website (https://everyinfantmatters.org)

● Usability should be improved. Your page is OK but could be more usable across
devices. Usability is important to maximize your available audience and minimize
user bounce rates (which can indirectly affect your search engine rankings).
● The website has haphazard arrangement of content without clear sections.
● On the start of the website only “honors” and achievements are bombarded
without any context of your work. ‘Our Mission’ should be on top followed by the
work done and achievements.
● Please make it mobile friendly. Completely revamp the home page by following UI
& UX guidelines.
○ https://www.usability.gov/what-and-why/user-interface-design.html
○ https://www.webdesignerdepot.com/2018/05/7-ux-principles-for-creating-a-great-website/
Haphazard. No sections. No Flow. No story. No Consistency
Website

● All pages need a structure revamp along with better and concise
copywriting. Especially the ‘Contribute Now’ page with clear call to action
buttons.
● Organisational websites unless writing blogs, white papers or reports need
not be “wordy”
● Please use the following websites as inspiration:
○ https://www.devamitra.org/health-care-ngo/
○ https://www.careindia.org/our-work/health/
○ https://internationalmedicalcorps.org/
○ https://m2m.org/
Traffic

The average
monthly search
volume is very low.
Only 40 searches
are done per month
in 2021.
Social - FB, Instagram, Twitter
● Hashtags used are very niche and specific.
Use some broad hashtags along with niche
hashtags for more engagement.
● Most of the posts don’t have hashtags, which
is fine. But if you are looking to increase
engagement then it is advised to add them at
the bottom of each posts.
Solution to Increase Traffic and Understand
Audience behavior

● For immediate boost in engagement and awareness, one can leverage paid
ads on instagram and facebook with awareness and traffic campaigns.
● Same goes with Google and Twitter ads.
● Add heatmap tools to the website to understand how they react with the
websites, how they read and explore the website. Tools like Hotjar or
clickheat can help with that.
Prepared by Yash Jain | Freelance Digital Marketer

● https://yashmjain.carrd.co/
● https://www.linkedin.com/in/yashmjain/
● Contact: yashmjain@gmail.com