Website Analysis Tool by demandmetric

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									                                                                                                         Competitive Website Analysis Tool

Instructions

Use this tool to analyze the effectiveness of your website and compare that to your top 2 competitors.                      Ranking Scale

1. In the 'Our Website' tab, enter the date and assess your website based on the best practices provided.                   1 - Strongly Disagree

2. In the 'Competitor 1' tab, enter the date and assess the website of your #1 competitor.                                  2 - Disagree

3. In the 'Competitor 2' tab, enter the date and assess the website of your #2 competitor.                                  3 - Moderately Agree

4. Right click on the the 'Competitor 1' and 'Competitor 2' tabs to rename them.                                            4 - Agree

5. Once you have completed the analysis exercise, view the 'Results' tab for a chart and rankings.                          5 - Strongly Agree
                                                                                                             Competitive Website Analysis Tool

                                                                  Our Website - [Enter Date]

 Clear Communication

                                                                                                     Score             Areas of Concern

Within 30 seconds, web visitors know who you are, what you do, and how you can help them              5
Your URL is predictable based on your company name (ie. www.demandmetric.com)                         5
The primary objective of the website is very clear and well defined.                                  5
The target market or audience that will be viewing the website is clearly defined                     3
Users are provided with a call-to-action such as to call-in how, download resources, etc.             4
There is no irrelevant information, or sections that are not filled with valuable content             5
The right amount of information is provided: not too little; or worse, too much                       5
 Brand Consistency & Aesthetic Appeal

                                                                                                     Score             Areas of Concern

All pages follow a consistent layout, color scheme, title/heading structure, and brand style          3
Key marketing messages are clearly visible on the site encouraging prospects to do business           5
Online branding & messaging is consistent with offline                                                4
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft         5
The website is visually appealing and 'nice on the eyes'                                              4
Website looks clean, professional, up-with-the-times, and follows good design principles              5
 User-Friendliness & Easy Navigation

                                                                                                     Score             Areas of Concern

It is easy to quickly navigate to each section, or from section-to-section on your website            5
Critical information such as product overviews are available within 3 clicks from the homepage        5
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry!                   5
There are clear navigation "paths" that help visitors quickly find what they are looking for          3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed'          1
There is a search engine on the website that is very easy to find, and provides accurate results      5
 Search Engine Optimization & Structure

                                                                                                     Score             Areas of Concern

Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results                      5
Meta-tags are in place for each webpage such as (page title, description, and keywords)               4
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well              3
There is a sitemap which provides links to each page from one central hierarchy                           4
All pages have incoming links. Partner or affiliate websites have links to your website                   5
Content, Forms, and Contact Information

                                                                                                         Score   Areas of Concern

There is a resources section which provides product information and captures web leads                    5
Our website demonstrates our corporate social responsibility and commitment to community                  5
You provide value-added content (whitepapers, best practices) beyond strictly product info                2
All departments have contact information listed to make it easy for customers to reach you                4
Forms that capture leads (contact details) can be filled out quickly and only ask for information that
is absolutely necessary, such as, Name, Firm, Title, Email Address, Phone                                 3
Your website/portal is customized by viewer role (customer/partner) based on username                     3
There is enough content, that is being added regularly, to entice visitors to return later                4
Transaction Capabilities & Analytics

                                                                                                         Score   Areas of Concern

A new website visitor can understand what you do, and make purchases, without calling you                 4
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified)                       4
You know who is coming to our website, where they came from, and what they did on the site                3
The website has analytics and reporting capabilities that indicate web-traffic, page views etc            4
                                                                                                             Competitive Website Analysis Tool

                                                                 Competitor #1 - [Enter Date]

 Clear Communication

                                                                                                     Score             Areas of Concern

Within 30 seconds, web visitors know who you are, what you do, and how you can help them              4
Your URL is predictable based on your company name (ie. www.demandmetric.com)                         3
The primary objective of the website is very clear and well defined.                                  5
The target market or audience that will be viewing the website is clearly defined                     4
Users are provided with a call-to-action such as to call-in how, download resources, etc.             1
There is no irrelevant information, or sections that are not filled with valuable content             5
The right amount of information is provided: not too little; or worse, too much                       4
 Brand Consistency & Aesthetic Appeal

                                                                                                     Score             Areas of Concern

All pages follow a consistent layout, color scheme, title/heading structure, and brand style          3
Key marketing messages are clearly visible on the site encouraging prospects to do business           3
Online branding & messaging is consistent with offline                                                2
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft         1
The website is visually appealing and 'nice on the eyes'                                              1
Website looks clean, professional, up-with-the-times, and follows good design principles              3
 User-Friendliness & Easy Navigation

                                                                                                     Score             Areas of Concern

It is easy to quickly navigate to each section, or from section-to-section on your website            3
Critical information such as product overviews are available within 3 clicks from the homepage        2
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry!                   1
There are clear navigation "paths" that help visitors quickly find what they are looking for          3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed'          1
There is a search engine on the website that is very easy to find, and provides accurate results      3
 Search Engine Optimization & Structure

                                                                                                     Score             Areas of Concern

Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results                      3
Meta-tags are in place for each webpage such as (page title, description, and keywords)               4
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well              2
There is a sitemap which provides links to each page from one central hierarchy                           1
All pages have incoming links. Partner or affiliate websites have links to your website                   2
Content, Forms, and Contact Information

                                                                                                         Score   Areas of Concern

There is a resources section which provides product information and captures web leads                    2
Our website demonstrates our corporate social responsibility and commitment to community                  1
You provide value-added content (whitepapers, best practices) beyond strictly product info                2
All departments have contact information listed to make it easy for customers to reach you                2
Forms that capture leads (contact details) can be filled out quickly and only ask for information that
is absolutely necessary, such as, Name, Firm, Title, Email Address, Phone                                 1
Your website/portal is customized by viewer role (customer/partner) based on username                     1
There is enough content, that is being added regularly, to entice visitors to return later                2
Transaction Capabilities & Analytics

                                                                                                         Score   Areas of Concern

A new website visitor can understand what you do, and make purchases, without calling you                 2
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified)                       5
You know who is coming to our website, where they came from, and what they did on the site                3
The website has analytics and reporting capabilities that indicate web-traffic, page views etc            4
                                                                                                             Competitive Website Analysis Tool

                                                                 Competitor #2 - [Enter Date]

 Clear Communication

                                                                                                     Score             Areas of Concern

Within 30 seconds, web visitors know who you are, what you do, and how you can help them              5
Your URL is predictable based on your company name (ie. www.demandmetric.com)                         2
The primary objective of the website is very clear and well defined.                                  1
The target market or audience that will be viewing the website is clearly defined                     3
Users are provided with a call-to-action such as to call-in how, download resources, etc.             2
There is no irrelevant information, or sections that are not filled with valuable content             1
The right amount of information is provided: not too little; or worse, too much                       1
 Brand Consistency & Aesthetic Appeal

                                                                                                     Score             Areas of Concern

All pages follow a consistent layout, color scheme, title/heading structure, and brand style          2
Key marketing messages are clearly visible on the site encouraging prospects to do business           1
Online branding & messaging is consistent with offline                                                3
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft         4
The website is visually appealing and 'nice on the eyes'                                              1
Website looks clean, professional, up-with-the-times, and follows good design principles              1
 User-Friendliness & Easy Navigation

                                                                                                     Score             Areas of Concern

It is easy to quickly navigate to each section, or from section-to-section on your website            3
Critical information such as product overviews are available within 3 clicks from the homepage        1
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry!                   5
There are clear navigation "paths" that help visitors quickly find what they are looking for          3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed'          1
There is a search engine on the website that is very easy to find, and provides accurate results      5
 Search Engine Optimization & Structure

                                                                                                     Score             Areas of Concern

Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results                      2
Meta-tags are in place for each webpage such as (page title, description, and keywords)               1
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well              2
There is a sitemap which provides links to each page from one central hierarchy                           3
All pages have incoming links. Partner or affiliate websites have links to your website                   1
Content, Forms, and Contact Information

                                                                                                         Score   Areas of Concern

There is a resources section which provides product information and captures web leads                    1
Our website demonstrates our corporate social responsibility and commitment to community                  2
You provide value-added content (whitepapers, best practices) beyond strictly product info                1
All departments have contact information listed to make it easy for customers to reach you                2
Forms that capture leads (contact details) can be filled out quickly and only ask for information that
is absolutely necessary, such as, Name, Firm, Title, Email Address, Phone                                 1
Your website/portal is customized by viewer role (customer/partner) based on username                     1
There is enough content, that is being added regularly, to entice visitors to return later                3
Transaction Capabilities & Analytics

                                                                                                         Score   Areas of Concern

A new website visitor can understand what you do, and make purchases, without calling you                 3
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified)                       2
You know who is coming to our website, where they came from, and what they did on the site                1
The website has analytics and reporting capabilities that indicate web-traffic, page views etc            2
 Website Effectiveness Criteria   Our Website   Competitor 1 Competitor 2         Competitive Website Effectiveness Index

Communication                        4.6           3.7           2.1
                                                                                                Communication
                                                                                                  5.0
Brand Consistency                    4.3           2.2           2.0                              4.0

                                                                                                  3.0               Brand
                                                                                    Analytics
                                                                                                                 Consistency
Easy Navigation                      4.0           2.2           3.0                              2.0

                                                                                                  1.0

                                                                                                  0.0
SEO                                  4.2           2.4           1.8

Conversion Forms                     3.7           1.6           1.6        Conversion Forms                      Easy Navigation



Analytics                            3.8           3.5           2.0                                    SEO
                                                                                                                   Our Website
                                                                                                                   Competitor 1
 Overall Rankings                    4.1           2.6           2.1
                                                                                                                   Competitor 2
             Score   Areas of Concern

    Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the search box will see your
    website as the top ranked website on the search results
                                                                                                                                    1


    Meta-tags are in place for each webpage such as (page title, description, and keywords)                                         2


    Headers on website are text-based, not graphic-based, as graphics don’t get indexed well                                        2


    There is a sitemap which provides links to each page from one central hierarchy                                                 3


    All pages have incoming links. Partner or affiliate websites have links to your website                                         1

    Content, Forms, and Contact Information
                                                                                                                                   Score   Areas of Concern

    There is a resources section which provides product information and captures web leads                                          1
Our website demonstrates our corporate social responsibility and commitment to community                                           2


You provide value-added content (whitepapers, best practices) beyond strictly product info                                         4


All departments have contact information listed to make it easy for customers to reach you                                         1

Forms that capture leads (contact details) can be filled out quickly and only ask for information that is absolutely necessary,
such as, Name, Firm, Title, Email Address, Phone
                                                                                                                                   2


Your website/portal is customized by viewer role (customer/partner) based on username                                              3


There is enough content, that is being added regularly, to entice visitors to return later                                         2

Transaction Capabilities & Analytics
                                                                                                                                  Score   Areas of Concern

A new website visitor can understand what you do, and make purchases, without calling you                                          1


Your 'shopping cart' or checkout process is quick, seamless, and secure (certified)                                                2


You know who is coming to our website, where they came from, and what they did on the site                                         1


The website has analytics and reporting capabilities that indicate web-traffic, page views etc                                     2
                                                                                                         Website Analysis Tool

                                                                                                                    RANKINGS

Use this Report Card to identify how you compare to your top competitors in terms of website effectiveness.
A score of 5.0 in each category is the highest ranking you can achieve. The best total score is 30.



Website Effectiveness Criteria                                     Our Firm               Competitor 1          Competitor 2              Competitive Website Effectiveness Index

    Clear Communication                                               4.6                      2.6                  1.4                                  Clear Communication
                                                                                                                                                             5.0


    Brand Consistency                                                 4.3                      3.5                  2.2                                      4.0


                                                                                                                                                             3.0
    Easy Navigation                                                   4.0                      2.8                  1.7                  Analytics                                  Brand Consistency
                                                                                                                                                             2.0



    SEO                                                               4.2                      1.2                  1.8                                      1.0


                                                                                                                                                             0.0

    Conversion Forms                                                  3.7                      2.7                  2.1

    Analytics                                                         4.3                      3.8                  1.5          Conversion Forms                                   Easy Navigation
`

     Website Effectiveness Score (30)                                25.1                     16.6                 10.7
                                                                                                                                                                   SEO

								
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