MelvilleOnline Diagnostic Tool                   Brought to you by
What is your business direction?Have you got the following written down for your business or community organisation?• 1‐3 ...
What is your business position?Can you articulate the following for your business or community organisation?• Ideal Custom...
Who are your Ideal Customers?Have you profiled them?•   Who are they? gender, age, marital status•   What are they like? i...
What is your Unique Selling Proposition (USP)?• Why is your business or community organisation   memorable?• How do you di...
Can we see your business plan?                         VISION                             GOALS      IDEAL CUSTOMERS      ...
What is your digital strategy?For your business or community organisation • Support existing marketing and sales activitie...
What is your website purpose?Are you business‐to‐consumer (B2C) or business‐to‐business (B2B)?For your business or communi...
What are your website goals?• Reach X new supporters or sponsors in   X suburb, X state, X country by 2013? • Make the pho...
Which website phase are you in?1. Establishment Phase                      2. Operating Phase Website Content            ...
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Website Improvements - Assessing your Business Plan & Fundamentals

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We regularly use this online diagnostic tool with our consulting clients. Often business owners come to use looking to rank higher in the search engines or get more its but in reality its some of the underlying business fundamentals that are where they need help.

Running through these questions is a simple 30-60 minute process and its amazing some of the insights business owners get through this simple process of asking these questions.

For help with your website or more information, visit us online at http://www.thesearchengineshop.com

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Website Improvements - Assessing your Business Plan & Fundamentals

  1. 1. MelvilleOnline Diagnostic Tool Brought to you by
  2. 2. What is your business direction?Have you got the following written down for your business or community organisation?• 1‐3 Year Vision• 1‐3 Year Goals 2
  3. 3. What is your business position?Can you articulate the following for your business or community organisation?• Ideal Customer(s)• Products & Services 3
  4. 4. Who are your Ideal Customers?Have you profiled them?• Who are they? gender, age, marital status• What are they like? interests, hobbies• Why are they contacting you? want or need• What keeps them awake at night? worries or fear• How can you solve their problem? product or service• What do you want them to do? your call to action• How might they resist? your FAQs, testimonials• What’s the best way to reach them? digital solution 4
  5. 5. What is your Unique Selling Proposition (USP)?• Why is your business or community organisation  memorable?• How do you differentiate from your competitors − so your customers choose based on value, not price• What do you do to solve a pain point or issue for  your Ideal Customers?Have you got this captured in a short statement (10 words)? 5
  6. 6. Can we see your business plan? VISION GOALS IDEAL CUSTOMERS PRODUCTS & SERVICES Marketing  USP Marketing Strategy Marketing Action Plan Measures People   People Strategy People Action Plan Measures Operations  ⌂ Operations Strategy Operations Action Plan Measures Financial  $ Financial Strategy Financial Action Plan Measures Digital  www Digital Strategy Digital Action Plan Measures 6
  7. 7. What is your digital strategy?For your business or community organisation • Support existing marketing and sales activities?• Engage in e‐commerce or online fundraising?• Increase operational productivity & efficiency? 7
  8. 8. What is your website purpose?Are you business‐to‐consumer (B2C) or business‐to‐business (B2B)?For your business or community organisation is you website purpose primarily1. Information for education or marketing?2. E‐commerce for sales or fundraising?3. Online community for like‐minded people? 8
  9. 9. What are your website goals?• Reach X new supporters or sponsors in  X suburb, X state, X country by 2013? • Make the phone ring X times per day by  2013?• Sell a product online for $X, by 10 per  week by 2013?• Improve an online booking transaction  by X minutes in 2012?• Reduce operating costs by $X per week  in 2012?What are you measuring?  9
  10. 10. Which website phase are you in?1. Establishment Phase 2. Operating Phase Website Content   Website Traffic Generation  • Content building & copywriting • Search Engine Optimisation (SEO) • Photos & videos • Paid Search Engine Marketing (SEM) ‐ Google  Adwords, Facebook advertising Website Look  • Graphic design   Website Traffic Measurement  • User friendly layout • Google analytics & other analytical tools Website Development   Business Promotion & Relationship  • Domain name Building Tools • Hosting • Facebook, Twitter, Linked In, Pinterest • Content Management Systems (CMS) • Blogs • Other features • Email & SMS marketing • Shopping cart  Website Content  Website Traffic Generation  • Content building & copywriting • Search Engine Optimisation (SEO) • Photos & videos Website Traffic Measurement  • Google analytics 10

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