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The Website Audit / Digital Strategy Checklist



                                          TOPIC                                                                     KEY QUESTIONS                                                                  NOTES
                                        OWNERSHIP                                                   Who is the 'buck stops here' person for the website - from a technology perspective?
                                                                       Is the website hosted on a reliable, scalable & easily manipulated platform? Are access credentials readily
               INFRASTRUCTURE
                MANAGEMENT
                                           Hosting                                                                   available secure?                                                       [empty, for internal use]


                                    Basic Site Performance                     Does the site download quickly and work successfully across major browser platforms?
                                                                    What is the web-based application inventory and how does each application & piece of functionality perform:
                                         Applications                                                sign-ups, forms, ecommerce, forms, etc.
                                                                      Does the site design (and messaging / content) effectively promote the organizational brand & transition to
               CREATIVE & USER




                                         Site Design                                     the digital medium successfully? Is the design unique & differentiated?
                 EXPERIENCE




                                                                          Can site visitors readily accomplish their core goals (make contact, download a white paper, make a
                                       User Experience                              purchase)? Are visitors presented with opportunities for memorable experiences?
                                                                     Is the online brand experience consistent with the offline experience? Are all available offline assets included
                                          Alignment                                                              on the digital platform?

                                                                      How are key site performance metrics (traffic, conversions, links) trending, from a historical perspective? Is
                                 Baseline Performance Review                                        the site improving, stagnant, or declining?
                  PROMOTION




                                                                        Are basic SEO principles being addressed - site crawlability, keyphrase strategy, fresh content? Are paid
                                  SEM & Content Marketing                                               listings being used to plug organic holes?

                                                                     Does the organization host or participate in digital community activities and promote its unique point of view
                                  Social Media & Community                                                         using social media?
                                                                        Have lead generation metrics been established and are they being proactively measured and managed
                                       Lead Generation                                                               towards?
                                        OWNERSHIP                                       Who is the 'buck stops here' person for the website - from a marketing & product management perspective?
                                                                     What analytics tools are being used to track website activity and how is the data being used for optimization
                  ANALYTICS




                                            Tools                                                                       efforts?

                                        Benchmarking                   How are key site performance metrics (traffic, conversions, links) trending, from a historical perspective?


                                      S.W.O.T. Analysis                       What are the digital platform's respective strengths, weaknesses, opportunities & threats?
                                                                     How does the site compare against top 3 competitors on a point-by-point basis? What is the digital marketing
                  STRATEGY




                                     Competitor Analysis                                       budget & how does that compare to the competition?

                                      Strategic Support                  Is the site making meaningful contributions to the organization's most critical strategic initiatives?
                                                                     What are the key digital trends in the industry and how is the organization planning to incorporate them into
                                            Vision                                                   a longer-term, company-wide digital strategy?
                                        OWNERSHIP                                       Who is the 'buck stops here' person for the website - from an executive sponsorship & strategic perspective?

                Source: East Coast Catalyst, December 2011;        www.eastcoastcatalyst.com
                For additional tools and methodologies related to digital strategy, please visit the ECC website.

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Website Audit Checklist

  • 1. The Website Audit / Digital Strategy Checklist TOPIC KEY QUESTIONS NOTES OWNERSHIP Who is the 'buck stops here' person for the website - from a technology perspective? Is the website hosted on a reliable, scalable & easily manipulated platform? Are access credentials readily INFRASTRUCTURE MANAGEMENT Hosting available secure? [empty, for internal use] Basic Site Performance Does the site download quickly and work successfully across major browser platforms? What is the web-based application inventory and how does each application & piece of functionality perform: Applications sign-ups, forms, ecommerce, forms, etc. Does the site design (and messaging / content) effectively promote the organizational brand & transition to CREATIVE & USER Site Design the digital medium successfully? Is the design unique & differentiated? EXPERIENCE Can site visitors readily accomplish their core goals (make contact, download a white paper, make a User Experience purchase)? Are visitors presented with opportunities for memorable experiences? Is the online brand experience consistent with the offline experience? Are all available offline assets included Alignment on the digital platform? How are key site performance metrics (traffic, conversions, links) trending, from a historical perspective? Is Baseline Performance Review the site improving, stagnant, or declining? PROMOTION Are basic SEO principles being addressed - site crawlability, keyphrase strategy, fresh content? Are paid SEM & Content Marketing listings being used to plug organic holes? Does the organization host or participate in digital community activities and promote its unique point of view Social Media & Community using social media? Have lead generation metrics been established and are they being proactively measured and managed Lead Generation towards? OWNERSHIP Who is the 'buck stops here' person for the website - from a marketing & product management perspective? What analytics tools are being used to track website activity and how is the data being used for optimization ANALYTICS Tools efforts? Benchmarking How are key site performance metrics (traffic, conversions, links) trending, from a historical perspective? S.W.O.T. Analysis What are the digital platform's respective strengths, weaknesses, opportunities & threats? How does the site compare against top 3 competitors on a point-by-point basis? What is the digital marketing STRATEGY Competitor Analysis budget & how does that compare to the competition? Strategic Support Is the site making meaningful contributions to the organization's most critical strategic initiatives? What are the key digital trends in the industry and how is the organization planning to incorporate them into Vision a longer-term, company-wide digital strategy? OWNERSHIP Who is the 'buck stops here' person for the website - from an executive sponsorship & strategic perspective? Source: East Coast Catalyst, December 2011; www.eastcoastcatalyst.com For additional tools and methodologies related to digital strategy, please visit the ECC website.