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Competitive Website Analysis Tool

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Competitive Website Analysis Tool

  1. 1. Competitive Website Analysis Tool Our Website - [Enter Date] Clear Communication Score Areas of ConcernWithin 30 seconds, web visitors know who you are, what you do, and how you can help them 5Your URL is predictable based on your company name (ie. www.demandmetric.com) 5The primary objective of the website is very clear and well defined. 5The target market or audience that will be viewing the website is clearly defined 3Users are provided with a call-to-action such as to call-in how, download resources, etc. 4There is no irrelevant information, or sections that are not filled with valuable content 5The right amount of information is provided: not too little; or worse, too much 5 Brand Consistency & Aesthetic Appeal Score Areas of ConcernAll pages follow a consistent layout, color scheme, title/heading structure, and brand style 3Key marketing messages are clearly visible on the site encouraging prospects to do business 5Online branding & messaging is consistent with offline 4Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 5The website is visually appealing and nice on the eyes 4Website looks clean, professional, up-with-the-times, and follows good design principles 5 User-Friendliness & Easy Navigation Score Areas of ConcernIt is easy to quickly navigate to each section, or from section-to-section on your website 5Critical information such as product overviews are available within 3 clicks from the homepage 5Web 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
  2. 2. There are clear navigation "paths" that help visitors quickly find what they are looking for 3All links are active. There are no broken links, errors, or pages that cannot be displayed 1There 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 ConcernWebsite has been indexed by Google and/or Yahoo. Users who type your company name into thesearch box will see your website as the top ranked website on the search results 5Meta-tags are in place for each webpage such as (page title, description, and keywords) 4Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 3There is a sitemap which provides links to each page from one central hierarchy 4All pages have incoming links. Partner or affiliate websites have links to your website 5Content, Forms, and Contact Information Score Areas of ConcernThere is a resources section which provides product information and captures web leads 5Our website demonstrates our corporate social responsibility and commitment to community 5You provide value-added content (whitepapers, best practices) beyond strictly product info 2All departments have contact information listed to make it easy for customers to reach you 4Forms that capture leads (contact details) can be filled out quickly and only ask for information that isabsolutely necessary, such as, Name, Firm, Title, Email Address, Phone 3Your website/portal is customized by viewer role (customer/partner) based on username 3There is enough content, that is being added regularly, to entice visitors to return later 4Transaction Capabilities & Analytics Score Areas of ConcernA new website visitor can understand what you do, and make purchases, without calling you 4Your shopping cart or checkout process is quick, seamless, and secure (certified) 4You know who is coming to our website, where they came from, and what they did on the site 3The website has analytics and reporting capabilities that indicate web-traffic, page views etc 4
  3. 3. Competitive Website Analysis Tool Competitor #1 - [Enter Date] Clear Communication Score Areas of ConcernWithin 30 seconds, web visitors know who you are, what you do, and how you can help them 4Your URL is predictable based on your company name (ie. www.demandmetric.com) 3The primary objective of the website is very clear and well defined. 5The target market or audience that will be viewing the website is clearly defined 4Users are provided with a call-to-action such as to call-in how, download resources, etc. 1There is no irrelevant information, or sections that are not filled with valuable content 5The right amount of information is provided: not too little; or worse, too much 4 Brand Consistency & Aesthetic Appeal Score Areas of ConcernAll pages follow a consistent layout, color scheme, title/heading structure, and brand style 3Key marketing messages are clearly visible on the site encouraging prospects to do business 3Online branding & messaging is consistent with offline 2Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 1The website is visually appealing and nice on the eyes 1Website looks clean, professional, up-with-the-times, and follows good design principles 3 User-Friendliness & Easy Navigation Score Areas of ConcernIt is easy to quickly navigate to each section, or from section-to-section on your website 3Critical information such as product overviews are available within 3 clicks from the homepage 2Web 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
  4. 4. There are clear navigation "paths" that help visitors quickly find what they are looking for 3All links are active. There are no broken links, errors, or pages that cannot be displayed 1There 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 ConcernWebsite has been indexed by Google and/or Yahoo. Users who type your company name into thesearch box will see your website as the top ranked website on the search results 3Meta-tags are in place for each webpage such as (page title, description, and keywords) 4Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 2There is a sitemap which provides links to each page from one central hierarchy 1All pages have incoming links. Partner or affiliate websites have links to your website 2Content, Forms, and Contact Information Score Areas of ConcernThere is a resources section which provides product information and captures web leads 2Our website demonstrates our corporate social responsibility and commitment to community 1You provide value-added content (whitepapers, best practices) beyond strictly product info 2All departments have contact information listed to make it easy for customers to reach you 2Forms that capture leads (contact details) can be filled out quickly and only ask for information that isabsolutely necessary, such as, Name, Firm, Title, Email Address, Phone 1Your website/portal is customized by viewer role (customer/partner) based on username 1There is enough content, that is being added regularly, to entice visitors to return later 2Transaction Capabilities & Analytics Score Areas of ConcernA new website visitor can understand what you do, and make purchases, without calling you 2Your shopping cart or checkout process is quick, seamless, and secure (certified) 5You know who is coming to our website, where they came from, and what they did on the site 3The website has analytics and reporting capabilities that indicate web-traffic, page views etc 4
  5. 5. Competitive Website Analysis Tool Competitor #2 - [Enter Date] Clear Communication Score Areas of ConcernWithin 30 seconds, web visitors know who you are, what you do, and how you can help them 5Your URL is predictable based on your company name (ie. www.demandmetric.com) 2The primary objective of the website is very clear and well defined. 1The target market or audience that will be viewing the website is clearly defined 3Users are provided with a call-to-action such as to call-in how, download resources, etc. 2There is no irrelevant information, or sections that are not filled with valuable content 1The right amount of information is provided: not too little; or worse, too much 1 Brand Consistency & Aesthetic Appeal Score Areas of ConcernAll pages follow a consistent layout, color scheme, title/heading structure, and brand style 2Key marketing messages are clearly visible on the site encouraging prospects to do business 1Online branding & messaging is consistent with offline 3Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 4The website is visually appealing and nice on the eyes 1Website looks clean, professional, up-with-the-times, and follows good design principles 1 User-Friendliness & Easy Navigation Score Areas of ConcernIt is easy to quickly navigate to each section, or from section-to-section on your website 3Critical information such as product overviews are available within 3 clicks from the homepage 1Web 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
  6. 6. There are clear navigation "paths" that help visitors quickly find what they are looking for 3All links are active. There are no broken links, errors, or pages that cannot be displayed 1There 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 ConcernWebsite has been indexed by Google and/or Yahoo. Users who type your company name into thesearch box will see your website as the top ranked website on the search results 2Meta-tags are in place for each webpage such as (page title, description, and keywords) 1Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 2There is a sitemap which provides links to each page from one central hierarchy 3All pages have incoming links. Partner or affiliate websites have links to your website 1Content, Forms, and Contact Information Score Areas of ConcernThere is a resources section which provides product information and captures web leads 1Our website demonstrates our corporate social responsibility and commitment to community 2You provide value-added content (whitepapers, best practices) beyond strictly product info 1All departments have contact information listed to make it easy for customers to reach you 2Forms that capture leads (contact details) can be filled out quickly and only ask for information that isabsolutely necessary, such as, Name, Firm, Title, Email Address, Phone 1Your website/portal is customized by viewer role (customer/partner) based on username 1There is enough content, that is being added regularly, to entice visitors to return later 3Transaction Capabilities & Analytics Score Areas of ConcernA new website visitor can understand what you do, and make purchases, without calling you 3Your shopping cart or checkout process is quick, seamless, and secure (certified) 2You know who is coming to our website, where they came from, and what they did on the site 1The website has analytics and reporting capabilities that indicate web-traffic, page views etc 2
  7. 7. Website Effectiveness Criteria Our Website Competitor 1 Competitor 2 Competitive Website Effectiveness IndexCommunication 4.6 3.7 2.1 Communication 5.0Brand Consistency 4.3 2.2 2.0 4.0 3.0 Brand Analytics ConsistencyEasy Navigation 4.0 2.2 3.0 2.0 1.0 0.0SEO 4.2 2.4 1.8Conversion Forms 3.7 1.6 1.6 Conversion Forms Easy NavigationAnalytics 3.8 3.5 2.0 SEO Our Website Competitor 1Overall Rankings 4.1 2.6 2.1 Competitor 2

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