Website reports advise companies on how to use the Internet more effectively. They analyze how prominently search engines feature the site; how visitors arrive at the site; and how well the site functions. Besides just compiling statistics, the report may offer strategies for building traffic and making sites more user friendly.
Gather data on users. Consider partnering with an Internet Service Provider that caters to a range of urban and rural users who surf the from their homes, offices and schools. Accessing clickstream data, which tracks users' movements (clicks) between Web sites, is also helpful.
Introduce your company, explain what is included in the report, and describe your methodology.
Compile your information under headings such as: Traffic Analysis (comparing the client's website traffic with similar companies in the same industry), Immediate Competitors (comparisons by visits, pages, and session duration), Search Engine Analysis (how often search engines pointed users to the site), Most Popular Search Terms, Click Stream Analysis, Demographic Information (user gender, age, location) and Suggestions for Improved Performance.
Rate, if desired, page load time, active links, spelling errors and meta tags.
Use as many visual representations of the data as possible with clearly labeled charts and graphs.
Keep your margins wide (at least 1 inch) so your readers can take notes as they read. Highlight key points in bold text. Include a table of contents if the report is more than 10 pages.