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WEBSITE
EFFECTIVENESS
HOW-TO GUIDE
Evaluating Website Effectiveness
HOW-TO GUIDE
This report has been designed to provide practical advice for evaluating your website effective-
ness compared to your top 2 competitors. Communicating via your website is a key area to drive
competitive advantage; don't miss this opportunity.
Read this report to optimize your website program to generate more leads, communicate exter-
nally, and enhance your brand.
Introduction
Websites have become the de-facto standard for communicating externally to customers, pros-
pects, investors, potential employees, partners, and other key stakeholders.
Surprisingly, since the boom of web activity in the dot.com era, many organizations have failed to
maintain an effective website.
As the executive responsible for managing website programs, it is your responsibility to drive this
online channel forward and create a competitive advantage in online presence.
Perform a brief analysis of the strengths & weaknesses of your own website, and your top 2
competitors, to determine who is leading the charge in this area of marketing.
If you are being outshined, build the business case for a website upgrade, or at least, improve
your current capabilities and web effectiveness.
1. Clear Communication
Users immediately know who you are/what you do
The website objective (provide info, support) is clear
Target market is clearly defined and catered to
There is a simple call-to-action (register for webcast)
No irrelevant content or sections are present
Right amount of info provided. Not too much/too little
To build momentum for a web program initiative, distribute this tool to other stakeholders in your
business to obtain their perspective on your current level of effectiveness. Once you have gath-
ered the results, hold a meeting to discuss findings.
Using the 'Competitor 1' and 'Competitor 2' tabs in the Competitive Website Analysis Tool, you
can conduct an apples-to-apples comparison of how your website stacks up to the competition.
If achieving budget approval for a website redesign is going to be a chore, use the results of this
analysis to build a Business Case for improving website effectiveness. Your focus should be on
how this program will drive a competitive advantage for online communications, branding, lead
generation, and public relations.
Do Nothing
Demand Metric has produced a guide on Preparing for a Website Redesign which has the tools,
best practices, and actionable advice to kick-start your project. You can also generate ideas with
the following Research Notes:
Bottom Line
In this day and age, websites are the primary communication vehicle for mid-sized organizations.
Strikingly, most websites do not convey the professionalism, expertise, culture, or competitive
advantages boasted by their organization.
Conduct a very quick website effectiveness evaluation to determine if you could generate more
leads and improve your corporate image by updating, upgrading, or re-tooling your current
website. Market leaders, growing start-ups, and steady producers, all need to communicate
clearly with customers, prospects, investors, potential employees, and other key stakeholders.
Take ownership and evaluate your effectiveness.
Our analysts identify best practices from fast-growing companies and build
Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.
Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.
Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
Don’t start from scratch!
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