Website audit - The criteria for maximum performance of your website in Vietnam

Website audit - The criteria for maximum performance of your website in Vietnam

Internet usage trends in Vietnam

Presently, there are 5.35 billion Internet users worldwide, accounting for 66.7% of the world population. In Vietnam, there are 78.44 million Internet users, accounting for 79.1% of the total population, and on average, each user in Vietnam spends 5 hours active on the Internet, including work and entertainment activities. With this data, every business needs to make the most of activities on the Internet platform to grasp trends and create competitive advantages for businesses.
There are many channels to reach customers on the Internet such as social networks, electronic newspapers, forums, websites... However, the website is considered an official communication channel of a company, where customers can reach them, with companies with accurate and reputable information. And the majority of Internet users' purchases have been made on platform websites.
Seeing the popularity and importance of the Internet today, a website is also indispensable for a business.
General data on Internet usage in Vietnam as of January 2024
General data on Internet usage in Vietnam as of January 2024
Internet usage purposes of users in Vietnam
Internet usage purposes of users in Vietnam
Image source: Digital Vietnam Report 2023 by We Are Social

How does the website affect the business operation?

Websites have a significant impact on business operations in today's digital landscape. They serve as crucial platforms for businesses to showcase their products and services, connect with customers, and drive sales. A well-designed and optimized website can attract a broader audience, increase brand visibility, and enhance customer engagement. Moreover, websites facilitate online transactions, streamline communication with customers, and provide valuable insights through analytics. By leveraging the power of websites, businesses can improve operational efficiency, expand their reach, and ultimately drive growth in an increasingly competitive market.
Here are some important impacts of websites on business operations:
  • Increased Reach and Visibility
  • Enhanced Brand Building
  • Improved Marketing and Sale
  • Streamlined Operations
  • Better Customer Engagement
  • Data Collection and Analytics
  • Cost-Effectiveness
To effectively leverage the power of websites in business operations, every business needs to build a well-designed website from the outset to optimize their online business activities. So how can one evaluate the health of a website? The following content will help you better understand this process.

What is the website audit?

The website audit is the activity of auditing the website operation based on many aspects, analyzing the points that need improvement to improve the website's performance. From there, improve the effectiveness of marketing activities and support the company's sales activities.
For a comprehensive overview of website audit activities, we will approach it from three perspectives: the technical aspect, the content aspect, and the UX/UI aspect of the website.

The technical aspects - The cornerstone of the website

Website technical refers to aspects related to the construction, operation, and maintenance of a website. Therefore, this is a fundamental cornerstone when assessing the health of a website.
Below are the criteria for evaluating the technical aspects of a website:

1. Indexing

  • Websites need to be indexed by Google and other search engines to appear in search results.
  • Indexing errors can prevent websites from appearing for search users.
  • Use Google Search Console to check indexing errors.

2. URL Structure

  • URL structure should be clear, concise, and easy to understand to help users and search engines identify website content.
  • URLs should accurately describe the content of the page and use relevant keywords.

3. Sitemap

  • A sitemap is an XML file listing all the pages on a website and information about those pages.
  • Sitemaps help search engines easily discover and index websites.
  • Automatic or manual sitemap generation tools can be used

4. Page loading speed

  • Page loading speed is the time it takes to fully load the content of a web page.
  • Fast page loading speed provides a good user experience, helping to improve search rankings and conversion rates.
  • Tools for measuring page loading speed include Google PageSpeed Insights and GTmetrix.

5. Mobile compatibility

  • Websites need to display and function well on all mobile devices such as smartphones and tablets.
  • Google prioritizes mobile-friendly websites in search results.
  • The Google Mobile-Friendly Test tool can be used to check compatibility.

6. HTML and CSS Code

  • HTML and CSS code should be written in a standardized, concise, and understandable manner to ensure the website operates smoothly and displays correctly.
  • Use tools like W3C Validator to check for HTML and CSS code errors.

7. Cybersecurity

  • Websites need to be protected from cyber-attacks such as hacking, spam, and malware.
  • Implement cybersecurity measures such as firewalls, antivirus software, and data encryption.

8. Software Updates

Regularly update the software, frameworks, and plugins used on the website to ensure security and performance.

The content aspects - “Content is King”

The concept of "content is King" is a widely recognized idea in the marketing industry, and for websites in particular and digital marketing in general, content remains one of the most crucial factors influencing the effectiveness of digital marketing activities.
For website content, the content structure of a website involves building a system for organizing website content accurately, comprehensively, and user-friendly, thereby helping customers easily understand the products and brand of the business.
Website content needs to be evaluated based on the following criteria:

1. Clear and coherent content structure

Every business needs to present a lot of content on the website such as company information, product-service information, partner information, etc. To make it easy for users to search for and access this information, the content structure of the website needs to be organized clearly and coherently.

2. Completeness and accuracy

  • Content needs to describe complete and accurate information about the company and products, and should be updated with the latest information.
  • Articles should use credible sources for reference and citation.

3. Readability and attractiveness

  • Content needs to be presented clearly, easy to read, and attractive to readers.
  • Use headings, subheadings, images, and videos to break down content and increase attractiveness.
  • Use readable fonts and appropriate layouts.

4. Professionalism

  • Content should be written by professionals who understand the subject matter.
  • Provide detailed and in-depth information to readers.
  • Use appropriate industry-specific language.

5. Interactivity and call-to-action

  • Encourage user interaction with content through comments, shares, or questions.
  • Use interactive tools such as chatboxes or surveys.
  • Content should have CTAs to encourage readers to take desired actions, such as signing up for emails, downloading ebooks, or purchasing products.

The UX/UI aspects - Reach the next level

UX/UI (User Interface/User Experience) encompasses design elements such as layout, typography, color schemes, content navigation, page loading speed, etc., aimed at providing users with the best possible experience on a website, enhancing brand loyalty, and encouraging conversion actions. It is also a combination of the two fundamental factors mentioned above: Technical and Content.

User Experience (UX) of the website

User Experience (UX) of a website refers to the overall experience that a visitor has while interacting with the website. It encompasses every aspect of the user's interaction, including usability, accessibility, performance, design, and interactivity. A good UX design focuses on creating a seamless and enjoyable journey for the user, from the moment they land on the website to when they complete their desired actions. This involves understanding the needs and preferences of the target audience, designing intuitive navigation, optimizing loading speed, ensuring accessibility for all users, and creating visually appealing interfaces. Ultimately, a positive UX enhances user satisfaction, increases engagement, and encourages repeat visits and conversions.
Criteria for evaluating the UX factor of a website include:

1. Usability

  • The website is easy to navigate and use, even for new users.
  • Intuitive interface, easy to understand and consistent.
  • Clear and easily accessible functionalities.
  • Supports multiple devices (desktop, mobile, tablet).

2. Performance

  • The website loads quickly and smoothly.
  • Stable and works well on various browsers.
  • Uses website performance optimization (WPO) to ensure fast page loading speed.

3. Accessibility

  • The website is easily accessible and usable for people with disabilities.
  • Adheres to accessibility standards (WCAG).
  • Utilizes assistive technologies for people with disabilities (screen reader, keyboard navigation).

4. Design

  • Visually appealing, professional, and aligned with the brand.
  • Uses a logical, balanced, and visually appealing layout.
  • Utilizes appropriate colors, images, and fonts.

5. Interaction

  • The website provides ample opportunities for user interaction.
  • Provides quick and accurate feedback for user actions.
  • Utilizes interactive elements such as buttons, menus, input forms, etc.

User Interface (UI) of the website

The user interface (UI) of a website refers to the visual elements and design components that users interact with while navigating the site. It includes everything from layout and color schemes to typography and interactive elements like buttons and forms. The UI plays a crucial role in shaping the overall look and feel of the website and directly impacts user experience. A well-designed UI is visually appealing, intuitive, and consistent, making it easy for users to find information, navigate between pages, and complete tasks effectively. By focusing on elements such as clarity, consistency, and attractiveness, UI design aims to create an engaging and user-friendly interface that enhances the overall usability and satisfaction of the website.
Criteria for evaluating the UI factor of a website include:

1. Consistency

  • Use design elements (colors, fonts, images) consistently throughout the website.
  • Maintain a consistent design style for all web pages.
  • Create a seamless and comfortable experience for users.

2. Clarity

  • Simple, understandable, and easy-to-use interface.
  • Use clear, concise, and recognizable design elements.
  • Help users easily find information and perform desired actions.

3. Attractiveness

  • The visually appalling interface attracts and makes a good initial impression.
  • Use colors, images, and layouts appropriate for the brand and target audience.
  • Create a positive and engaging experience for users.


Here are the extremely important factors to thoroughly improve website performance, which you can rely on to assess and enhance your business's website. However, this is also a task that requires highly specialized knowledge in the field of digital marketing. Therefore, to achieve the highest efficiency, businesses need to prepare high-quality personnel or hire specialized external units to carry out these tasks.
Compared to Western countries and developed Asian countries, there are very few brands in Vietnam that have a solid website audit and SEO strategy in place. Therefore, there are many cases where website audit and SEO efforts can be highly effective.

Feedforce Vietnam is a team of e-commerce and digital marketing consultants with marketing and technology expertise for the fast-growing Vietnamese market. Feedforce Vietnam is a team of e-commerce consultants with marketing and technology expertise for the fast-growing Vietnamese market.