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Web & Marketing Self-Assessment

BUSINESS PRACTICES [ QUESTIONS]
MESSAGE [ QUESTIONS]
EXPERIENCE [ QUESTIONS]
 

Section 1 | Business Practices

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1. Our marketing team intimately knows what our sales process looks like.




2. Different types of marketing are deployed to leads according to the stage of the sales cycle they are in.




3. Our IT department understands our marketing goals and recommends technology to support marketing efforts.




4. It is easy for our Sales and Marketing teams to implement technical tools.




5. Our Sales team tracks all leads in a CRM that Marketing has access to.




6. Our Marketing team knows when it is time to engage with leads based on signals given to them by the CRM.




7. Our Sales team knows when the website has turned a lead into a prospect.




8. Our Sales team receives alerts when a prospect is ready to engage.




Section 2.1 | Website Content

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9. Our website accurately describes our products/services.




10. These descriptions are written out in detail (not just bullet points) and give those unfamiliar with our organization a crystal clear understanding of what we do.




11. Our content nurtures visitors from being casually interested in us to reaching out to us directly.




12. Visitors to our site realize that we are a thought leader in our industry and know that we will be capable of guiding them to a solution they are in need of.




13. Our website offers unique content that is not found on competitor websites or anywhere else on the web.




14. New visitors don’t encounter jargon that only veterans of our industry would understand.




15. The website does not contain language that only makes sense to our internal staff.




Section 2.2 | Digital Advertising

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16. We target ads to specific geographic regions that are meaningful to us.




17. Our ads send people to content that is directly relevant to the ad they clicked on.




18. We remove our ads from view when people include search phrases that are not relevant to what we do.




19. Our ads know if the user has been to our website or not.




20. Our ads remind people, who have encountered our brand, that we are available to do business with them when they are ready to engage.




Section 2.3 | Local Listings

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21. Our organization is listed in 100+ local listing services. ( Local listings include the hundreds of services on the web where your organization can appear such as Google Local, Google Plus, Bing and Yahoo Local, Citysearch, SuperPages, Factual, MapQuest, etc.)




22. These listings are all accurate and up to date. (No old addresses or phone numbers)




23. Someone in our organization has the usernames and passwords for each service and knows how to make updates to them.




Section 2.4 | Social Media

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24. We have claimed our business name on all major Social Media platforms and have our usernames and passwords securely stored.




25. Our organization actively participates in online conversations relevant to our industry.




26. We post with consistency and regularity. Our followers would be surprised if they went an entire week without hearing from us.




27. We track events and news relevant to our clients, and add our thought leadership to the mix when things are buzzing in our industry.




Section 2.5 | Social Media Advertising

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28. We boost posts strategically to gain more followers.




29. We advertise to a specific demographic that we know has potential to bring us more conversions.




30. We have a specific criteria for what is worthy of boosting and what is not.




Section 2.6 | Email Marketing

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31. We never send emails about things we do unless we know that our audience is very interested in that specific product/service.




32. Our emails are triggered by user interest, not blasted to giant lists.




33. Our email lists are built and/or refined based on user behavior.




34. We know what actions people take on our website after users click through the emails we send.




Section 3.1 | User Experience

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35. We understand what types of users are coming to our website and what they expect to find when they arrive.




36. We have goals for our user’s journey through our website.




37. Our website navigation has been arranged in a way that makes sense to our users, not our staff.




38. We have arranged layouts on our site to drive specific types of users to content that is meaningful to them.




Section 3.2 | Brand

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39. Our brand is unique. You wouldn’t confuse us with our competitors.




40. It would be very obvious if you pasted our competitor’s logo over ours on our website.




41. When new users see our website for the first time, they immediately get the feeling that we are the premium service.




Section 3.3 | Website Function

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42. Our website has helpful tools that our clients can use and interact with.




43. Our website offers functions and features not found on (or superior to) competitor websites.




44. Someone at our organization with receptionist-level computer skills can update content on our website at any moment.




Section 3.4 | SEO

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45. We track our websites’ search rank for phrases and search terms that we know will bring us business.




46. We know when a competitor outranks us for phrases that matter.




47. We are regularly introducing content on our website that improves our search rank position.




48. We actively engage in trying to get more links from external sources to our website.




Section 3.5 | Hosting

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49. Uptime monitors are in place and we would know the instant our website goes down.




50. Our website is backed up regularly. We have access to the backups.




51. We would be able to recover from a disaster even if it was at 3am on a weekend.




52. Our website is in a dedicated space, not subject to the actions of another company’s sites on the server.