Do you really know if your website is bringing supporting your marketing and bringing in business? Do you know how to fix it? Presented for the Society of Marketing Professional Services, this Slideshare explains Astek's SEVEN STEPS to analyzing a website and how marketing strategies can inform a better design and improved lead-generation.

1. SEVEN STEPS TO UNDERSTANDING
" " "(AND IMPROVING) YOUR WEBSITE"
Andy Swindler!
President, Astek
@aswindler
John Armstrong!
Account Director, Astek
@johnequatro
10.14.14

2. Why You Should Care"
! You are managing a website - or people who do
! Your website is not delivering you business
! You’re not sure if your website is delivering business
! You may be, or will be embarking on a new website

3. Why You Should REALLY Care"
! The website is the primary driver of traffic to your business
! The website is a point of purchase for anything
! The website is a required destination in your customer journey
! A primary marketing goal is to have a powerful, unique brand
! You are trying to build an online community
! You just told the boss “Sure, I can make our website better by
the end of the year” but don’t even know how to log into it.

4. STEP 1: Design"
! Does it present an immediate impact with personality or style?
! Is it easy to read?
! Is the design complimentary to the content architecture?
! Does it direct attention to the correct content and links?
! Are images and rich-media high quality and value-added?
! Is there an obvious and unique brand?

5. Design"

6. Design"

7. Design"

8. STEP 2: User Experience "
Is the site intuitive?
! Is the navigation well-placed and obvious to use?
! Are there duplicate actions?
! Is there an “Important Action” that has priority?
! Is there a “focal point” for each page?
! Does the content and design make the user path obvious?
! Is there the right amount of content (not too little or too much)
! Are the submissions forms short and sweet?
! Is the important info the easiest to find? (Contact, Sales pages, etc)
! Is some content more than two clicks away?

9. User Experience "

10. User Experience "

11. User Experience "

12. STEP 3: Functionality "
! Does the website work?
! Are the functions intuitive and value-added?
! Are all the links and buttons working well?
! Do pages have any errors, broken images or layout issues?
! Are images and rich-media high quality and value-added?
! Does animation or embedded rich-media work?
! Are all of the above functional across common browsers?

13. STEP 4: Content and Goals"
! Does the content match the user intent or purpose
! Does the content match/promote the Important Action?
! Is page content designed for the correct audience?
! There is mispelings and grammatical errors also?
! Is the content value-added (stock photography, irrelevant text)
! Is it simple to read and/or scannable?
! Is there jargon?

14. Content and Goals"

15. Content and Goals"

16. STEP 5: SEO"
! Are content, page title, URL and page headlines keyword-rich?
! Is there sufficient keyword-rich text on the important pages?
! Are pages buried more than three clicks into the site?
! Is there a blog?
! Are PDFs text-based and readable by Google?
! Is there opportunity for social sharing or promotion?

17. SEO"

18. STEP 6: Mobile"
! Is there a mobile or responsive version of the site?
! Is the mobile version simple to use?
! Does it have prioritized content?
! Does it have the contact info readily available?
! Is there a lot of hover functionality?
! Does the site load quickly?
! Are you trying to do too much on the mobile site?
! Are the buttons and menus big enough to use?

19. Mobile"

20. STEP 7: Digital Community"
! Is there an opportunity to engage with other users?
! Blog
! Social media links
! On-site community
! Is it easy to use?
! How big is the community?
! Is there an Important Action designed for the community?
! Is there social proof?

21. Digital Community"

22. Thank You!