Apply Powerful Internet Marketing, SEO, and Website Design Strategies for Increased Profits and a Better Web Site ROI
Use this checklist and transform YOUR website into a high-performance, traffic-pulling, profit generator.
Here's the checklist I use with my clients to find opportunities for a better web site ROI. It's a very useful tool that you might also find helpful. It touches on the key areas of successful Internet marketing, search engine optimization, website design, and more. It's a great starting point for a detailed review of almost any commercial web site. And, for the topics that are new to you, it gives you a basis for further investigation.
This checklist assumes you have an existing web site and an existing Internet presence. It assumes you want greater visibility, more traffic, increased profitability, and a better web site ROI. And, it assumes your goal is to take an in-depth look at your web site to identify significant opportunity areas. (This checklist can also be helpful during the planning phase for a new web site.)
As you'd expect, the best results are achieved by individuals who understand that ebusiness success requires a high level of business discipline. These individuals evaluate their web site in a very detailed and methodical manner. Then, when an opportunity for improvement is noted, they take specific steps to "fix" the problem, and their business and their profits typically show ongoing positive results. A better web site roi can be achieved through many small steps as well as through a single large step.
I recommend that you use a "Ready-AIM-Fire" approach to solving your ebusiness problems and achieve a better web site ROI. This may seem rather laborious compared to the "Ready-Fire" approach used to solve many typical day-to-day challenges. However, a comprehensive web site review is not a typical day-to-day activity. You can't rely on intuition and instinct to achieve a better web site ROI. Therefore, "Ready, AIM, Fire" is a simple process that will help you hit your target! And, isn't that your goal?
Naturally, your first step ("Ready") is to accurately diagnose the problem and understand its impact on other elements within your website and within your business. Ask yourself if this problem is reduced or eliminated, will it contribute to a better web site ROI?
Your second step ("Aim") is to evaluate your options and decide on a specific course of action that will effectively "fix" the problem and ultimately, deliver a better web site ROI.
Your third and final step ("Fire") is to successfully implement and evaluate the changes. This may seem like a tedious mechanical process. However, it's an extremely important step because it provides you with the opportunity to confirm your web site diagnosis and fine-tune your cure. A better web site ROI should follow if all steps are completed properly
Website Improvement Checklist
Define the website's business role, it's contribution to sales and profits (current and trend), and define the expectations for a better web site ROI.
Obtain current and historical website metrics, including traffic data from the website host, any auxiliary tracking data maintained on-site, and any auxiliary tracking data maintained or supplied by 3rd party services (such as Google Analytics, Google AdSense, etc.).
Evaluate all website components as appropriate for quality, effectiveness, functionality, marketing value, etc., to include:
General "Look & Feel" – What is the overall visual character of the website?
User Friendliness – Does the website meet the design needs of the visitor?
Visitor Value – Does the website meet the content needs of the visitor?
Marketing Message – Is it clear and strategically on target?
Graphic Design – Is it clean, crisp and strategically on target?
Website Architecture – Is it spiderable and optimal?
Domain Name, Sub-Domain Names, Directory Names, and Re-Directs – Are they used correctly?
Technical Construction – Are HTML, XHTML, DHTML, CSS, Includes, JavaScript, Flash, etc. used appropriately?
Site Navigation – Is it intuitive, clear and consistent page to page?
Page Lay-out – Are pages logical, well organized and consistent?
Headlines – Are they used effectively? Keyword focused?
Content – Is it fresh, focused, and high quality? Is the quantity correct? Are keywords used effectively?
Graphics – Quality? Quantity? Organization? Pixel density? Is hover-over script used and functional? Are thumbnails expandable and functional? Are graphics used as hot-links and are they functional?
Page Weight – Is page loading time excessive?
Page Links – Are they used properly and fully functional?
Keywords – Have keywords been properly selected and are they used effectively throughout the website?
Tags – Are all title tags, description tags, etc. used properly?
In-bound Links – Are they from relevant, high quality sites? Is the link text optimized?
Out-bound Links – Are they excessive, do they point to high quality sites (and how are they posted)?
Shopping Cart System – Apropriate for application? Seamless integration? Consistent graphics? Security? Internal navigation? Functionality and speed? Add-on sales capabilities? Follow-up responses? Autoresponder tie-in?
Order Fulfillment – Seamless integration? Security? Is the process customer-focused, efficient, and reliable? How are problems and follow-ups managed? Do written performance standards exist and how are they used?
External Metrics – Scan for relevant information (Alexa, Google PageRank, etc.)
Internal Metrics – What metrics are available and what do they tell us?
Search Engine Optimization – What is the overall SEO structure, emphasis and effectiveness?
Sitemap – Is it current and in the required format?
Search Engine Submission – Are new pages being submitted successfully and in a timely manner?
Security – Is the security level appropriate, functional, and clearly communicated?
Trust Symbols – Are all available trust symbols effectively used to add credibility to the website? (i.e. SSL Certificate; Hacker Safe certification emblem; Professional certifications, memberships, affiliations; BBB On-Line; Chamber of Commerce membership, etc.)
Trust Statements – Are customer focused trust statements prominently displayed? (i.e. Mission Statement, Satisfaction Statement, Quality Service Guarantee, etc.)
Privacy Policy – Is it comprehensive and accessible?
Contact Information – Is it prominently displayed? If not, why not?
Customer Service – Accessibility? Standards? Actual performance?
Testimonials – Are they used strategically and in ample number?
Evergreen – Is the website free of dates or other time references? Or, if dates are required, are they as up-to-date as possible?
Visitor Feedback Mechanisms – Are they available, user friendly and are the promised actions taken?
Web Forms – Are they properly designed for the intended use? Is excessive information required? Are confirmation messages sent?
Opt-In Name List – If used, is it used effectively?
Auto-responder – If used, is it used effectively? (i.e. optimum frequency, content quality? Are emails white-listed? Are emails sent from a dedicated I.P. address?)
Monetization Model – Are monetization opportunities appropriate. What additional opportunities exist? Is there a repeat sales process and funnel in place?
Blog – Relationship to website? Appropriate? Fresh content? Effectively maintained? Additional strategic opportunities?
Advertising Tactics – Is online advertising used? Is it used effectively? (i.e. pay-per-click, banner ads, etc.)
Marketing Synergy – Is off-line marketing integrated with online marketing? (i.e. creating leverage.)
Directories – How many? Appropriateness? Effectiveness? ROI?
Articles – Role in increasing online presence and ranking? Are they keyword optimized and submitted effectively?
Press Releases – Role in increasing online presence and ranking? Are they keyword optimized and submitted effectively?
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Do you want increased visibility for your website, more focused traffic, increased ebusiness profits, and a better website ROI? Do you want to increase your Internet marketing knowledge and accelerate your overall ebusiness success rate? Do you want to avoid the typical long-term Internet marketing "learning curve" and eliminate false starts, dead ends, and lost profits? And last but not least, do you want to play to WIN on the Internet?
If you're action oriented, if you're profit motivated, if you want to "crush" your competition, or if you simply want to get pointed in the right direction, I strongly recommend that you find an Internet marketing coach or mentor to guide you. Think of it as having your own personal "Success Coach" dedicated to helping you efficiently and effectively achieve your Internet business goals!
Whatever your need, you can explore the potential benefits of working with Paul Frankenberg, the eBiz Marketing Coach, by scheduling a FREE, no obligation, in-depth, 60-minute Internet marketing and web page design consulting session.
This strategy session will allow you to discuss your ecommerce challenges and goals. You'll also obtain valuable information about ways to overcome those challenges and continue moving your business forward.
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