Professional association: website audit and ownership map

The situation

A professional association with an in-house marketing and communications team and an outside IT vendor. Members said content was hard to find.

What I did

Tested each technical finding against the live site on more than one day, compared the site with peer organizations, reviewed internal documents and role descriptions, and delivered a board-ready report with a glossary.

What I found

• The site was faster than its peers on Google's page experience measures. A real asset to protect.
• The analytics tag had been silently blocked since it was installed by a single line in the site's security settings, so reporting showed nothing.
• Hundreds of page addresses returned errors, including high-traffic pages for members.
• The blog was live under a test address, and the site had no robots.txt or sitemap.
• No single role owned the website. Several role descriptions overlapped, and none covered measurement, search visibility, or site management.

The takeaway

The team had enough capacity. What it lacked was ownership. The report recommended a structure that fits the current team size and flagged which fixes the existing vendor could handle inside contracted hours.