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1. Competitive Website Analysis Tool
Our Website - [Enter Date]
Clear Communication
Score Areas of Concern
Within 30 seconds, web visitors know who you are, what you do, and how you can help them 5
Your URL is predictable based on your company name (ie. www.demandmetric.com) 5
The primary objective of the website is very clear and well defined. 5
The target market or audience that will be viewing the website is clearly defined 3
Users are provided with a call-to-action such as to call-in how, download resources, etc. 4
There is no irrelevant information, or sections that are not filled with valuable content 5
The right amount of information is provided: not too little; or worse, too much 5
Brand Consistency & Aesthetic Appeal
Score Areas of Concern
All pages follow a consistent layout, color scheme, title/heading structure, and brand style 3
Key marketing messages are clearly visible on the site encouraging prospects to do business 5
Online branding & messaging is consistent with offline 4
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 5
The website is visually appealing and 'nice on the eyes' 4
Website looks clean, professional, up-with-the-times, and follows good design principles 5
User-Friendliness & Easy Navigation
Score Areas of Concern
It is easy to quickly navigate to each section, or from section-to-section on your website 5
Critical information such as product overviews are available within 3 clicks from the homepage 5
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry! 5

2. There are clear navigation "paths" that help visitors quickly find what they are looking for 3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed' 1
There is a search engine on the website that is very easy to find, and provides accurate results 5
Search Engine Optimization & Structure
Score Areas of Concern
Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results 5
Meta-tags are in place for each webpage such as (page title, description, and keywords) 4
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 3
There is a sitemap which provides links to each page from one central hierarchy 4
All pages have incoming links. Partner or affiliate websites have links to your website 5
Content, Forms, and Contact Information
Score Areas of Concern
There is a resources section which provides product information and captures web leads 5
Our website demonstrates our corporate social responsibility and commitment to community 5
You provide value-added content (whitepapers, best practices) beyond strictly product info 2
All departments have contact information listed to make it easy for customers to reach you 4
Forms that capture leads (contact details) can be filled out quickly and only ask for information that is
absolutely necessary, such as, Name, Firm, Title, Email Address, Phone 3
Your website/portal is customized by viewer role (customer/partner) based on username 3
There is enough content, that is being added regularly, to entice visitors to return later 4
Transaction Capabilities & Analytics
Score Areas of Concern
A new website visitor can understand what you do, and make purchases, without calling you 4
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified) 4
You know who is coming to our website, where they came from, and what they did on the site 3
The website has analytics and reporting capabilities that indicate web-traffic, page views etc 4

3. Competitive Website Analysis Tool
Competitor #1 - [Enter Date]
Clear Communication
Score Areas of Concern
Within 30 seconds, web visitors know who you are, what you do, and how you can help them 4
Your URL is predictable based on your company name (ie. www.demandmetric.com) 3
The primary objective of the website is very clear and well defined. 5
The target market or audience that will be viewing the website is clearly defined 4
Users are provided with a call-to-action such as to call-in how, download resources, etc. 1
There is no irrelevant information, or sections that are not filled with valuable content 5
The right amount of information is provided: not too little; or worse, too much 4
Brand Consistency & Aesthetic Appeal
Score Areas of Concern
All pages follow a consistent layout, color scheme, title/heading structure, and brand style 3
Key marketing messages are clearly visible on the site encouraging prospects to do business 3
Online branding & messaging is consistent with offline 2
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 1
The website is visually appealing and 'nice on the eyes' 1
Website looks clean, professional, up-with-the-times, and follows good design principles 3
User-Friendliness & Easy Navigation
Score Areas of Concern
It is easy to quickly navigate to each section, or from section-to-section on your website 3
Critical information such as product overviews are available within 3 clicks from the homepage 2
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry! 1

4. There are clear navigation "paths" that help visitors quickly find what they are looking for 3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed' 1
There is a search engine on the website that is very easy to find, and provides accurate results 3
Search Engine Optimization & Structure
Score Areas of Concern
Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results 3
Meta-tags are in place for each webpage such as (page title, description, and keywords) 4
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 2
There is a sitemap which provides links to each page from one central hierarchy 1
All pages have incoming links. Partner or affiliate websites have links to your website 2
Content, Forms, and Contact Information
Score Areas of Concern
There is a resources section which provides product information and captures web leads 2
Our website demonstrates our corporate social responsibility and commitment to community 1
You provide value-added content (whitepapers, best practices) beyond strictly product info 2
All departments have contact information listed to make it easy for customers to reach you 2
Forms that capture leads (contact details) can be filled out quickly and only ask for information that is
absolutely necessary, such as, Name, Firm, Title, Email Address, Phone 1
Your website/portal is customized by viewer role (customer/partner) based on username 1
There is enough content, that is being added regularly, to entice visitors to return later 2
Transaction Capabilities & Analytics
Score Areas of Concern
A new website visitor can understand what you do, and make purchases, without calling you 2
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified) 5
You know who is coming to our website, where they came from, and what they did on the site 3
The website has analytics and reporting capabilities that indicate web-traffic, page views etc 4

5. Competitive Website Analysis Tool
Competitor #2 - [Enter Date]
Clear Communication
Score Areas of Concern
Within 30 seconds, web visitors know who you are, what you do, and how you can help them 5
Your URL is predictable based on your company name (ie. www.demandmetric.com) 2
The primary objective of the website is very clear and well defined. 1
The target market or audience that will be viewing the website is clearly defined 3
Users are provided with a call-to-action such as to call-in how, download resources, etc. 2
There is no irrelevant information, or sections that are not filled with valuable content 1
The right amount of information is provided: not too little; or worse, too much 1
Brand Consistency & Aesthetic Appeal
Score Areas of Concern
All pages follow a consistent layout, color scheme, title/heading structure, and brand style 2
Key marketing messages are clearly visible on the site encouraging prospects to do business 1
Online branding & messaging is consistent with offline 3
Your website reflects your expertise stylistically, ie. Laser surgery=sharp, teddy bears=soft 4
The website is visually appealing and 'nice on the eyes' 1
Website looks clean, professional, up-with-the-times, and follows good design principles 1
User-Friendliness & Easy Navigation
Score Areas of Concern
It is easy to quickly navigate to each section, or from section-to-section on your website 3
Critical information such as product overviews are available within 3 clicks from the homepage 1
Web forms are automatically populated, based on information previously provided in earlier visits.
(ie. Download a datasheet one day, then a whitepaper a week later) No double-entry! 5

6. There are clear navigation "paths" that help visitors quickly find what they are looking for 3
All links are active. There are no broken links, errors, or pages that 'cannot be displayed' 1
There is a search engine on the website that is very easy to find, and provides accurate results 5
Search Engine Optimization & Structure
Score Areas of Concern
Website has been 'indexed' by Google and/or Yahoo. Users who type your company name into the
search box will see your website as the top ranked website on the search results 2
Meta-tags are in place for each webpage such as (page title, description, and keywords) 1
Headers on website are text-based, not graphic-based, as graphics don’t get indexed well 2
There is a sitemap which provides links to each page from one central hierarchy 3
All pages have incoming links. Partner or affiliate websites have links to your website 1
Content, Forms, and Contact Information
Score Areas of Concern
There is a resources section which provides product information and captures web leads 1
Our website demonstrates our corporate social responsibility and commitment to community 2
You provide value-added content (whitepapers, best practices) beyond strictly product info 1
All departments have contact information listed to make it easy for customers to reach you 2
Forms that capture leads (contact details) can be filled out quickly and only ask for information that is
absolutely necessary, such as, Name, Firm, Title, Email Address, Phone 1
Your website/portal is customized by viewer role (customer/partner) based on username 1
There is enough content, that is being added regularly, to entice visitors to return later 3
Transaction Capabilities & Analytics
Score Areas of Concern
A new website visitor can understand what you do, and make purchases, without calling you 3
Your 'shopping cart' or checkout process is quick, seamless, and secure (certified) 2
You know who is coming to our website, where they came from, and what they did on the site 1
The website has analytics and reporting capabilities that indicate web-traffic, page views etc 2

7. Website Effectiveness Criteria Our Website Competitor 1 Competitor 2 Competitive Website Effectiveness Index
Communication 4.6 3.7 2.1
Communication
5.0
Brand Consistency 4.3 2.2 2.0 4.0
3.0 Brand
Analytics
Consistency
Easy Navigation 4.0 2.2 3.0 2.0
1.0
0.0
SEO 4.2 2.4 1.8
Conversion Forms 3.7 1.6 1.6 Conversion Forms Easy Navigation
Analytics 3.8 3.5 2.0 SEO
Our Website
Competitor 1
Overall Rankings 4.1 2.6 2.1
Competitor 2