Website Program Maturity Assessment by demandmetric

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									                                                                                               Website Program Maturity Assessment

Instructions

1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.           Ranking Scale

2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.   1 - Strongly Disagree


3. Check the "Results" tab to identify your current/goal state of maturity in each category.                            2 - Disagree


4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.                            3 - Moderately Agree


                                                                                                                        4 - Agree


                                                                                                                        5 - Strongly Agree
                                                                                          Website Program Maturity Assessment
Customize this tool by changing the weighting scale for each assessment category.

  Weighting Scale
                                  Brand          User-
  Strategy,          Clear                                                Blogs, Social Landing Pages
                               Consistency & Friendliness & Search Engine
  Process &       Communicatio
                                 Aesthetic        Easy       Optimization
                                                                          Networking &     & Lead       Content   Analytics   Total
    Skills             n                                                  Communities    Conversion
                                  Appeal       Navigation


     20%               15%                5%                0%               10%    10%     20%         10%        10%        100%
                                                                                                         Website Program Maturity Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.

   Strategy, Process & Skills
   Description of Best Practices                                                                            Score         Notes/Comments

   We have a defined website strategy with clear objectives, initiatives, measures, and time-frames to
   achieve goal-targets.                                                                                     3

   Our website strategy is closely aligned with our business strategy.                                       2

   There is a designated owner for all website content who is responsible for keeping it current.            2

   We have a content management system that allows us to make updates to the website without having
   to contact the IT department.                                                                             2

   Senior management views website development as a top priority for growth.                                 3
   Clear Communication
   Description of Best Practices                                                                            Score         Notes/Comments


   Within 30 seconds, web visitors know who you are, what you do, and how you can help.                      1

   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.                        2

   Users are provided with a call-to-action such as calling in, free trial, download resources, etc.         3

   There is no irrelevant information, or sections that are not filled with valuable content.                2

   The right amount of information is provided: not too little; or worse, too much.                          2
   Brand Consistency & Aesthetic Appeal
   Description of Best Practices                                                                            Score         Notes/Comments


   All pages follow a consistent layout, color scheme, title/heading structure, and brand style.             4

   Key marketing messages are clearly visible on the site encouraging prospects to do business.              3

   Online branding & messaging is consistent with offline collateral.                                        2

   Your website reflects your expertise stylistically, i.e.. Laser surgery=sharp, teddy bears=soft           1

   The website is visually appealing and 'nice on the eyes.'                                                 2

   Website looks clean, professional, up-with-the-times, and follows good design principles.                 1
User-Friendliness & Easy Navigation
Description of Best Practices                                                                               Score   Notes/Comments


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. (i.e..
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.                4

All links are active. There are no broken links, errors, or pages that 'cannot be displayed.'                5

There is a search engine on the website that is very easy to find, and provides accurate results.            5
Search Engine Optimization
Description of Best Practices                                                                               Score   Notes/Comments


SEO strategy is clearly defined and includes the use of keyword rich text and external link development.     2

An on-going SEO maintenance plan including Keyword & Key phrase research is being conducted on a
regular basis.                                                                                               1

We have conducted keyword analysis to determine if the targeted keywords are popular phrases used
in search engine queries.                                                                                    4

Our web pages have clean user-friendly URLs that leverage our top keywords. Keywords are short,
easy to spell, descriptive and memorable.                                                                    2

A sitemap with text-links to each page is available and a flat directory structure has been created.         5

We have written clear keyword-rich meta descriptions (page descriptions) for all pages.                      4
Blogs, Social Networking & Communities
Description of Best Practices                                                                               Score   Notes/Comments


We have a Blog that our executives use to publish industry thought leadership.                               2

Customers can interact with our organization via a blog that keeps our website content fresh.                1

We have launched an online customer community (forum) application to promote self-service.                   1

A corporate profile has been created on Facebook, LinkedIn, Twitter, etc.                                    4

We use online focus groups to discuss new products with existing customers.                                  2

Customers and prospects can stay up to date using an RSS feed or custom toolbar.                             1
Landing Pages & Lead Conversion
Description of Best Practices                                                                           Score   Notes/Comments


Landing pages can be created directly by marketing for new campaigns.                                    3

We have designed unique landing pages to optimize conversion for all campaigns.                          2

We regularly test landing pages with new copy and have the capability to do A/B testing.                 1

Forms can block free email accounts (Hotmail, Yahoo, Gmail, etc) to generate business leads.             1

Our landing page forms do not ask for unnecessary information such as mailing address.                   1
Content
Description of Best Practices                                                                           Score   Notes/Comments


We provide value added content (whitepapers, case studies, etc.) in exchange for contact information.    4

Our website content is fresh, compelling, and aligned with our positioning strategy.                     3

Our website demonstrates our corporate social responsibility and commitment to community.                1

Content on our website is organized by industry or market segment.                                       4

We have a solutions section on our website that communicates how we help specific industries.            5
Analytics
Description of Best Practices                                                                           Score   Notes/Comments


We have clearly defined metrics such as unique visitors, top pages, traffic sources, etc.                5

Individual visitor website activity such as page views is tracked an monitored.                          2

We use heat maps to identify our top website real estate.                                                1

We conduct click path analysis to optimize our conversion process.                                       1

Our website metrics are measured & reported on a minimum of a quarterly basis.                           3
                                             Current     Goal
Website Program Success Drivers                                              Website Program Maturity Index
                                              State      State
Strategy, Process & Skills                    2.4        2.9
                                                                                        Strategy, Process
Clear Communication                           1.8        2.3                                 & Skills
                                                                                               5.0


                                                                                                                       Clear
                                                                           Analytics           4.0
Brand Consistency & Aesthetic Appeal          2.2        2.7                                       2.4
                                                                                                                    Communication
                                                                                               3.0

                                                                                       2.4
User-Friendliness & Easy Navigation           4.2        4.7                                   2.0        1.8
                                                                                                                           Brand Consistency
                                                                                               1.0
                                                                      Content 3.4                                             & Aesthetic
Search Engine Optimization                    3.0        3.5                                   0.0
                                                                                                                  2.2           Appeal

Blogs, Social Networking & Communities        1.8        2.3                           1.6
                                                                 Landing Pages &                                          User-Friendliness
                                                                                             1.8                        4.2
Landing Pages & Lead Conversion               1.6        2.1     Lead Conversion                                          & Easy Navigation
                                                                                                         3.0
                                                                             Blogs, Social
Content                                       3.4        3.9                 Networking &
                                                                                                               Search Engine
                                                                                                                Optimization
                                                                             Communities
Analytics                                     2.4        2.9
Website Program Benchmark (out of100)               45
                                         5          27
                                                                                           Website Program Maturity Assessment

Website Program Success Drivers                                              Scores   Recommendations

Strategy, Process & Skills
                                                                                      Use our Website Program Strategy Scorecard to document goals, metrics,
Strategy with clear objectives, initiatives, measures and timeframes           3      timeframes, and targets.
                                                                                      Review business strategy plans and align your website program strategy
Our website strategy is closely aligned with our business strategy             2      scorecard to these high level objectives
                                                                                      Use our Website Content Audit tool to identify sections of web content and
A designated owner is responsible for keeping content current                  2      assign an owner for each one.
                                                                                      Speak with your IT department or agency about getting a content
We have a CMS that allows us to make updates to the website                    2      management system up and running.
                                                                                      Discuss the importance of a solid web strategy with senior leaders and gain
Senior management views website development as a top priority                  3      their buy-in for this program.

Clear Communication
                                                                                      Ensure that your website is very clear in terms of describing what your
Within 30 seconds, web visitors know who, what, and how you can help           1      company does and for whom.
                                                                                      Determine the main function of the website with your team. Is it to sell,
The primary objective of the website is very clear and well defined            1      service, provide product info, etc. ?
                                                                                      Develop user personas for your website visitors (technical buyer, executive,
The target market or audience for your website is clearly defined              2      user, etc) to define your audiences.
                                                                                      Don't give your visitors too many options. Have one primary call to action
Users are provided with a call-to-action                                       3      and reinforce this on each page.
                                                                                      Use our Website Content Audit tool to evaluate your website content and
There is no irrelevant information or sections                                 2      ensure it stays fresh and relevant.
                                                                                      Talk to your clients and ask them how much information they required to feel
The right amount of information is provided                                    2      comfortable engaging with you.

Brand Consistency & Aesthetic Appeal

All pages follow a consistent layout, color, heading, and brand style          4      0

                                                                                      Assess the copy on your website to ensure it is up-to-date with current
Key marketing messages are clearly visible on the site                         3      messaging and positioning.
                                                                                      Use our Marketing Collateral Management Tool to track changes to collateral
Online branding & messaging is consistent with offline collateral              2      to keep your materials consistent.
                                                                                      Work with a design team to understand the style of your website and assess
Your website reflects your expertise stylistically                             1      its alignment with your industry.
                                                                                      If your website is an eye sore, you can expect people not to use it often.
The website is visually appealing and 'nice on the eyes'                       2      Ensure your site is appealing.
                                                                                      Review 20-30 other websites in your industry to get a feel for current design
Website looks clean, professional, and follows good design principles          1      trends and principles.

User-Friendliness & Easy Navigation

It is easy to quickly navigate to each section of your website                 5      0


Critical information is available within 3 clicks from the homepage            5      0

                                                                                      Implement a marketing automation platform that can provide smart forms
Web forms are automatically populated with info provided in earlier visits     1      that auto-populate data.

There are clear navigation "paths"                                             4      0


All links are active                                                           5      0


There is a search engine on the website that provides accurate results         5      0


Search Engine Optimization

SEO strategy is clearly defined and includes link development                  2      Define your SEO and keyword strategy with your web team or agency.

                                                                                      Develop a document to identify key search phrases and terms for your
SEO maintenance plan is being conducted                                        1      business and embed them in your pages.

We have conducted keyword analysis                                             4      0

                                                                                      Check to see if the web pages on your site have easy to read URLs rather
Our web pages have clean user-friendly URLs                                    2      than strings of code.

A sitemap with text-links is available                                         5      0


We have written clear keyword-rich meta descriptions                           4      0


Blogs, Social Networking & Communities
                                                                                      Create a blog on Wordpress.com or Blogger to allow your executives to
We have a Blog that our executives use                                         2      share their industry knowledge.
                                                                                                                        Allow viewers of your blog to make comments and review these comments
    Customers can interact with our organization via a blog                                                         1   prior to posting them.
                                                                                                                        Build a business case for an extranet and use our Extranet Development
    We have launched an online customer community (forum)                                                           1   Checklist for guidance.

    A corporate profile has been created on Facebook, LinkedIn, Twitter, etc.                                       4   0

                                                                                                                        If you have an online community develop sub-groups to focus discussion
    We use online focus groups to discuss new products                                                              2   and get customer feedback.
                                                                                                                        Google search "feedburner" set up an RSS feed that customers and
    Customers and prospects can stay up to date using an RSS feed                                                   1   prospects can subscribe to.

     Landing Pages & Lead Conversion
                                                                                                                        Investigate marketing automation systems that allow for quick and easy
    Landing pages can be created directly by marketing for new campaigns                                            3   landing page development.
                                                                                                                        Develop unique landing pages for each campaign to align the messaging
    We have designed unique landing pages to optimize conversion                                                    2   with the channel/offering.
                                                                                                                        If you have the software to do A/B testing, conduct regular tests to improve
    We regularly test landing pages and have the capability to do A/B testing                                       1   landing page results.
                                                                                                                        Determine if you can block free email accounts from registering to increase
    Forms can block free email accounts (Hotmail, Yahoo, Gmail, etc)                                                1   the number of real leads.
                                                                                                                        Limit the amount of information that needs to be entered to increase
    Our landing page forms do not ask for unnecessary information                                                   1   conversion rates.

     Content

    We provide value added content (whitepapers, case studies, etc.)                                                4   0

                                                                                                                        Regularly review your website copy to ensure it reflects the current strategic
    Our website content is fresh, compelling, and aligned                                                           3   position of the business.
                                                                                                                        Include corporate social responsibility as a section of your website to
    Our website demonstrates our corporate social responsibility                                                    1   communicate your social values.

    Content on our website is organized by industry or market segment                                               4   0


    We have a solutions section on our website                                                                      5   0


     Analytics

    We have clearly defined metrics                                                                                 5   0

                                                                                                                        Implement a marketing automation platform that can track individual website
    Individual visitor website activity such as page views is tracked                                               2   visitor activities.
                                                                                                                        Investigate solutions such as Crazy Egg that can provide you with heat map
    We use heat maps to identify our top website real estate                                                        1   analytics.
                                                                                                                        Evaluate solutions from organizations such as Omniture who can provide
    We conduct click path analysis to optimize our conversion process                                               1   click-path analytics.
                                                                                                                        Use our Website Program Metrics Dashboard to track and report on your key
    Our website metrics are measured & reported quarterly                                                           3   web metrics.

Use our Website Program Strategy Scorecard to document goals, metrics, timeframes, and targets.
Review business strategy plans and align your website program strategy scorecard to these high level objectives
Use our Website Content Audit tool to identify sections of web content and assign an owner for each one.
Speak with your IT department or agency about getting a content management system up and running.
Discuss the importance of a solid web strategy with senior leaders and gain their buy-in for this program.
Ensure that your website is very clear in terms of describing what your company does and for whom.
Determine the main function of the website with your team. Is it to sell, service, provide product info, etc. ?
Develop user personas for your website visitors (technical buyer, executive, user, etc) to define your audiences.
Don't give your visitors too many options. Have one primary call to action and reinforce this on each page.
Use our Website Content Audit tool to evaluate your website content and ensure it stays fresh and relevant.
Talk to your clients and ask them how much information they required to feel comfortable engaging with you.
Review your site or hire an agency to perform a website design analysis. Consistency is the key.
Assess the copy on your website to ensure it is up-to-date with current messaging and positioning.
Use our Marketing Collateral Management Tool to track changes to collateral to keep your materials consistent.
Work with a design team to understand the style of your website and assess its alignment with your industry.
If your website is an eye sore, you can expect people not to use it often. Ensure your site is appealing.
Review 20-30 other websites in your industry to get a feel for current design trends and principles.
Consider implementing a double menu bar if you have many sections of content on your site.
Ensure that all key content is superficial and doesn't require the user to 'dig' around to find it.
Implement a marketing automation platform that can provide smart forms that auto-populate data.
Add breadcrumbs (links to previously viewed pages) to promote easy navigation for end users.
Test links on a quarterly basis to ensure you don't have any broken links as these hurt SEO rankings.
Test your search engine for validity. Consider adding a Google website search box to your pages.
Define your SEO and keyword strategy with your web team or agency.
Develop a document to identify key search phrases and terms for your business and embed them in your pages.
Use the Google Keyword Analyzer Tool to determine if your keywords and actually highly searched terms.
Check to see if the web pages on your site have easy to read URLs rather than strings of code.
Ask your webmaster if an XML sitemap has been created to regularly index your site with search engines.
Ensure that all web pages have metatags or page descriptions as these improve SEO rankings.
Create a blog on Wordpress.com or Blogger to allow your executives to share their industry knowledge.
Allow viewers of your blog to make comments and review these comments prior to posting them.
Build a business case for an extranet and use our Extranet Development Checklist for guidance.
Create corporate profiles on all the key social media sites such as FaceBook, LinkedIn, Twitter, etc.
If you have an online community develop sub-groups to focus discussion and get customer feedback.
Google search "feedburner" set up an RSS feed that customers and prospects can subscribe to.
Investigate marketing automation systems that allow for quick and easy landing page development.
Develop unique landing pages for each campaign to align the messaging with the channel/offering.
If you have the software to do A/B testing, conduct regular tests to improve landing page results.
Determine if you can block free email accounts from registering to increase the number of real leads.
Limit the amount of information that needs to be entered to increase conversion rates.
Develop value-added content such as buyer's guides, whitepapers, etc, in exchange for contact info.
Regularly review your website copy to ensure it reflects the current strategic position of the business.
Include corporate social responsibility as a section of your website to communicate your social values.
Develop a Industries area of your website to help users identify how you can help them specifically.
Create a Solution areas of your website that speaks directly to business challenges you can solve.
Use Google Analytics to benchmark your key website metrics and track improvements over time.
Implement a marketing automation platform that can track individual website visitor activities.
Investigate solutions such as Crazy Egg that can provide you with heat map analytics.
Evaluate solutions from organizations such as Omniture who can provide click-path analytics.
Use our Website Program Metrics Dashboard to track and report on your key web metrics.
 Somewhat Agree       1
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
Content on our website is organized by industry or market segment.                                      3   Somewhat Agree       4
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
We have a solutions section on our website that communicates how we help specific industries.           3   Somewhat Agree       5
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

Analytics
Description of Best Practices                                                                                                   Score
                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
We have clearly defined metrics such as unique visitors, top pages, traffic sources, etc.               3   Somewhat Agree       5
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
Individual visitor website activity such as page views is tracked an monitored.                         3   Somewhat Agree       2
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
We use heat maps to identify our top website real estate.                                               3   Somewhat Agree       1
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
We conduct click path analysis to optimize our conversion process.                                      3   Somewhat Agree       1
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree

                                                                                                        1   Strongly Disagree
                                                                                                        2   Disagree
Our website metrics are measured & reported on a minimum of a quarterly basis.                          3   Somewhat Agree       3
                                                                                                        4   Agree
                                                                                                        5   Strongly Agree
                                                                                                                                                                              Results



Website Program Success Drivers              Current State    Goal State                          Website Program Maturity Index

Strategy, Process & Skills                       2.4             2.9
                                                                                                           Strategy, Process & Skills
                                                                                                                   5.0

Clear Communication                              1.8             2.3
                                                                                              Analytics            4.0                       Clear Communication
                                                                                                                         2.4
Brand Consistency & Aesthetic Appeal             2.2             2.7                                               3.0
                                                                                                          2.4
                                                                                                                                 1.8
User-Friendliness & Easy Navigation              4.2             4.7                                               2.0


                                                                                                                   1.0                                Brand Consistency &
                                                                                    Content    3.4
Search Engine Optimization                       3.0             3.5                                                                      2.2           Aesthetic Appeal
                                                                                                                   0.0

Blogs, Social Networking & Communities           1.8             2.3
                                                                                                          1.6

Landing Pages & Lead Conversion                  1.6             2.1
                                                                           Landing Pages & Lead                                                    User-Friendliness & Easy
                                                                                                                 1.8                             4.2
                                                                                Conversion                                                               Navigation
Content                                          3.4             3.9
                                                                                                                               3.0

Analytics                                        2.4             2.9                Blogs, Social Networking &
                                                                                                                                     Search Engine Optimization
                                                                                           Communities
                                         5


Website Program Benchmark (out of100)                    45
                                         5               27
                                                                                                                                                                                                                      Recommendations


Website Program Success Drivers                                                               Scores                Recommendations

    Strategy, Process & Skills
    Strategy with clear objectives, initiatives, measures and timeframes                          3            Use our Website Program Strategy Scorecard to document goals, metrics, timeframes, and targets.

    Our website strategy is closely aligned with our business strategy                            2            Review business strategy plans and align your website program strategy scorecard to these high level objectives

    A designated owner is responsible for keeping content current                                 2            Use our Website Content Audit tool to identify sections of web content and assign an owner for each one.

    We have a CMS that allows us to make updates to the website                                   2            Speak with your IT department or agency about getting a content management system up and running.

    Senior management views website development as a top priority                                 3            Discuss the importance of a solid web strategy with senior leaders and gain their buy-in for this program.


    Clear Communication
    Within 30 seconds, web visitors know who, what, and how you can help                          1            Ensure that your website is very clear in terms of describing what your company does and for whom.

    The primary objective of the website is very clear and well defined                           1            Determine the main function of the website with your team. Is it to sell, service, provide product info, etc. ?

    The target market or audience for your website is clearly defined                             2            Develop user personas for your website visitors (technical buyer, executive, user, etc) to define your audiences.

    Users are provided with a call-to-action                                                      3            Don't give your visitors too many options. Have one primary call to action and reinforce this on each page.

    There is no irrelevant information or sections                                                2            Use our Website Content Audit tool to evaluate your website content and ensure it stays fresh and relevant.

    The right amount of information is provided                                                   2            Talk to your clients and ask them how much information they required to feel comfortable engaging with you.


    Brand Consistency & Aesthetic Appeal
    All pages follow a consistent layout, color, heading, and brand style                         4            0

    Key marketing messages are clearly visible on the site                                        3            Assess the copy on your website to ensure it is up-to-date with current messaging and positioning.

    Online branding & messaging is consistent with offline collateral                             2            Use our Marketing Collateral Management Tool to track changes to collateral to keep your materials consistent.

    Your website reflects your expertise stylistically                                            1            Work with a design team to understand the style of your website and assess its alignment with your industry.

    The website is visually appealing and 'nice on the eyes'                                      2            If your website is an eye sore, you can expect people not to use it often. Ensure your site is appealing.

    Website looks clean, professional, and follows good design principles                         1            Review 20-30 other websites in your industry to get a feel for current design trends and principles.


    User-Friendliness & Easy Navigation
    It is easy to quickly navigate to each section of your website                                5            0

    Critical information is available within 3 clicks from the homepage                           5            0

    Web forms are automatically populated with info provided in earlier visits                    1            Implement a marketing automation platform that can provide smart forms that auto-populate data.

    There are clear navigation "paths"                                                            4            0

    All links are active                                                                          5            0

    There is a search engine on the website that provides accurate results                        5            0


    Search Engine Optimization
    SEO strategy is clearly defined and includes link development                                 2            Define your SEO and keyword strategy with your web team or agency.

    SEO maintenance plan is being conducted                                                       1            Develop a document to identify key search phrases and terms for your business and embed them in your pages.

    We have conducted keyword analysis                                                            4            0

    Our web pages have clean user-friendly URLs                                                   2            Check to see if the web pages on your site have easy to read URLs rather than strings of code.

    A sitemap with text-links is available                                                        5            0

    We have written clear keyword-rich meta descriptions                                          4            0


    Blogs, Social Networking & Communities
    We have a Blog that our executives use                                                        2            Create a blog on Wordpress.com or Blogger to allow your executives to share their industry knowledge.

    Customers can interact with our organization via a blog                                       1            Allow viewers of your blog to make comments and review these comments prior to posting them.

    We have launched an online customer community (forum)                                         1            Build a business case for an extranet and use our Extranet Development Checklist for guidance.

    A corporate profile has been created on Facebook, LinkedIn, Twitter, etc.                     4            0

    We use online focus groups to discuss new products                                            2            If you have an online community develop sub-groups to focus discussion and get customer feedback.

    Customers and prospects can stay up to date using an RSS feed                                 1            Google search "feedburner" set up an RSS feed that customers and prospects can subscribe to.


    Landing Pages & Lead Conversion
    Landing pages can be created directly by marketing for new campaigns                          3            Investigate marketing automation systems that allow for quick and easy landing page development.

    We have designed unique landing pages to optimize conversion                                  2            Develop unique landing pages for each campaign to align the messaging with the channel/offering.

    We regularly test landing pages and have the capability to do A/B testing                     1            If you have the software to do A/B testing, conduct regular tests to improve landing page results.

    Forms can block free email accounts (Hotmail, Yahoo, Gmail, etc)                              1            Determine if you can block free email accounts from registering to increase the number of real leads.

    Our landing page forms do not ask for unnecessary information                                 1            Limit the amount of information that needs to be entered to increase conversion rates.


    Content
    We provide value added content (whitepapers, case studies, etc.)                              4            0

    Our website content is fresh, compelling, and aligned                                         3            Regularly review your website copy to ensure it reflects the current strategic position of the business.

    Our website demonstrates our corporate social responsibility                                  1            Include corporate social responsibility as a section of your website to communicate your social values.

    Content on our website is organized by industry or market segment                             4            0

    We have a solutions section on our website                                                    5            0


    Analytics
    We have clearly defined metrics                                                               5            0

    Individual visitor website activity such as page views is tracked                             2            Implement a marketing automation platform that can track individual website visitor activities.

    We use heat maps to identify our top website real estate                                      1            Investigate solutions such as Crazy Egg that can provide you with heat map analytics.

    We conduct click path analysis to optimize our conversion process                             1            Evaluate solutions from organizations such as Omniture who can provide click-path analytics.

    Our website metrics are measured & reported quarterly                                         3            Use our Website Program Metrics Dashboard to track and report on your key web metrics.


Use our Website Program Strategy Scorecard to document goals, metrics, timeframes, and targets.
Review business strategy plans and align your website program strategy scorecard to these high level objectives
Use our Website Content Audit tool to identify sections of web content and assign an owner for each one.
Speak with your IT department or agency about getting a content management system up and running.
Discuss the importance of a solid web strategy with senior leaders and gain their buy-in for this program.
Ensure that your website is very clear in terms of describing what your company does and for whom.
Determine the main function of the website with your team. Is it to sell, service, provide product info, etc. ?
Develop user personas for your website visitors (technical buyer, executive, user, etc) to define your audiences.
Don't give your visitors too many options. Have one primary call to action and reinforce this on each page.
Use our Website Content Audit tool to evaluate your website content and ensure it stays fresh and relevant.
Talk to your clients and ask them how much information they required to feel comfortable engaging with you.
Review your site or hire an agency to perform a website design analysis. Consistency is the key.
Assess the copy on your website to ensure it is up-to-date with current messaging and positioning.
Use our Marketing Collateral Management Tool to track changes to collateral to keep your materials consistent.
Work with a design team to understand the style of your website and assess its alignment with your industry.
If your website is an eye sore, you can expect people not to use it often. Ensure your site is appealing.
Review 20-30 other websites in your industry to get a feel for current design trends and principles.
Consider implementing a double menu bar if you have many sections of content on your site.
Ensure that all key content is superficial and doesn't require the user to 'dig' around to find it.
Implement a marketing automation platform that can provide smart forms that auto-populate data.
Add breadcrumbs (links to previously viewed pages) to promote easy navigation for end users.
Test links on a quarterly basis to ensure you don't have any broken links as these hurt SEO rankings.
Test your search engine for validity. Consider adding a Google website search box to your pages.
Define your SEO and keyword strategy with your web team or agency.
Develop a document to identify key search phrases and terms for your business and embed them in your pages.
Use the Google Keyword Analyzer Tool to determine if your keywords and actually highly searched terms.
Check to see if the web pages on your site have easy to read URLs rather than strings of code.
Ask your webmaster if an XML sitemap has been created to regularly index your site with search engines.
Ensure that all web pages have metatags or page descriptions as these improve SEO rankings.
Create a blog on Wordpress.com or Blogger to allow your executives to share their industry knowledge.
Allow viewers of your blog to make comments and review these comments prior to posting them.
Build a business case for an extranet and use our Extranet Development Checklist for guidance.
Create corporate profiles on all the key social media sites such as FaceBook, LinkedIn, Twitter, etc.
If you have an online community develop sub-groups to focus discussion and get customer feedback.
Google search "feedburner" set up an RSS feed that customers and prospects can subscribe to.
Investigate marketing automation systems that allow for quick and easy landing page development.
Develop unique landing pages for each campaign to align the messaging with the channel/offering.
If you have the software to do A/B testing, conduct regular tests to improve landing page results.
Determine if you can block free email accounts from registering to increase the number of real leads.
Limit the amount of information that needs to be entered to increase conversion rates.
Develop value-added content such as buyer's guides, whitepapers, etc, in exchange for contact info.
Regularly review your website copy to ensure it reflects the current strategic position of the business.
Include corporate social responsibility as a section of your website to communicate your social values.
Develop a Industries area of your website to help users identify how you can help them specifically.
Create a Solution areas of your website that speaks directly to business challenges you can solve.
Use Google Analytics to benchmark your key website metrics and track improvements over time.
Implement a marketing automation platform that can track individual website visitor activities.
Investigate solutions such as Crazy Egg that can provide you with heat map analytics.
Evaluate solutions from organizations such as Omniture who can provide click-path analytics.
Use our Website Program Metrics Dashboard to track and report on your key web metrics.

								
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