In 2025, every company has an online presence. But how many know what it looks like?
Many Ticino-based businesses invest in websites, campaigns, social media… but rarely stop to assess whether it still works.
An annual digital audit does exactly that: it takes stock of your current position, your company's communication, and your online presence's effectiveness.
Why every company should do a digital audit once a year
Technology evolves. User behaviour evolves.
And so do your website, your audience, and your business goals.
Yet, in many companies, digital marketing continues by habit.
A professional digital audit helps bring everything back under control, organize your efforts, and understand what needs to be updated, what's working, and what's not.
In Ticino, where many SMEs still take a "craft-based" approach to digital communication, doing an audit can make the difference between being visible online and falling behind your competitors.
What a digital audit is: much more than a website review
A digital audit isn't a quick check or a generic website evaluation.
It's a complete analysis of all your digital assets for communication and business generation.
Metrics and tools: Are you tracking what you should?
- Is Google Analytics properly configured?
- Do you know where your traffic comes from and what users do on your site?
- Are your data being regularly analyzed, or are they just sitting there?
An audit starts here: clarifying what you're measuring—and what you're not.
SEO: Is your site still visible in search engines?
- Are you targeting updated keywords, or still ranking for outdated ones?
- Is your site optimized for local searches (Lugano, Canton Ticino)?
- Is Google penalizing you for technical issues?
The audit helps you understand how Google sees you, whether you're climbing or slipping down the rankings.
Usability and structure: Does your site work for users?
This is where the web designer comes in—like our own Simone.
Every professional audit includes a review of:
- Page structure
- User journey (from homepage to contact)
- Mobile navigation
- Accessibility and loading speed
As we often say, "A site can be beautiful, but if a user can't find what they're looking for in 3 clicks, it might as well not exist."
The strategic value of an audit: not just marketing
A digital audit is a strategic process involving:
- Company leadership (to understand where the money is going)
- Internal teams (to use the tools properly)
- External consultants (to deliver real results, not just numbers)
So it's not just about "checking if the site works."
It's about reviewing your investments, updating your strategy, and improving brand consistency across all channels.
When is the right time for a digital audit?
Our advice is simple: once a year, every year.
But there are some signs that it's time to stop and review:
- Your site is over 2 years old and hasn't been updated: It's likely outdated (SEO- and UX-wise).
- You've launched campaigns… but don't know if they're working: This means you lack tracking or clear KPIs.
- Your site no longer appears on Google: A technical and SEO check is urgently needed.
- Your channels have different tones and styles: The site says one thing, Instagram says another, and newsletters say something else? You need a visual and communication alignment.
What you get from a professional audit
A proper digital audit doesn't just say, "This is bad."
It gives you a clear map with:
- Errors to fix immediately
- Improvements to plan mid-term
- Strategic advice (based on your audience and market)
What we're usually asked
Is an audit proper even if I don't want to redo the website?
Yes. Often, improving just a few elements can increase visibility and conversions.
How long does it take?
Between 2 and 3 weeks, depending on the site's size and the campaigns' complexity.
Does it include design?
Absolutely. It's one of the key elements. A digital audit without UX analysis is only half an audit.
Is your digital presence working? Organica helps dozens of Ticino-based companies each year through this process.
Contact us if you've never done an audit, or it's been too long.
Together, we'll review your digital assets with fresh eyes and help you understand where to improve.
Because improvement is always possible, but first, you must stop, analyze… and restart.
