1. 5000 Yonge St, Ste 1901, North York, ON M2N 7E9 |marketingcopilot.com|T416 218 2009
The Marketing CoPilot Web Presence Checklist:
15Must-Have’sfor Today’s Savvy Website Owners
When developing or re-doing your website, there are lots of things to consider. Marketing
CoPilot has developed this 15-item web presence checklist because we think these things are
paramount to helping business owners not only build, but also manage their web presence over
the long term. Gone are the days when you could put up a website and not touch it for months
or years.
The behavior of your buyer has changed. You need to think about how this impacts what
happens when they go to find you online. How hard or how easy is that journey? It all starts
with what you put on your website and how you manage that within your business!
Do you have… Yes No MC Best Practice
1. Social Media:You have social media accounts
integratedinto your website. People can tweet a post or
connect with you on LinkedIn. Few will follow your
company unless they have a deep or intimate relationship
with you so providing your social accounts is often a waste
of time. Give visitors the option on your website to use
their accounts to share your content wherever possible.
☐ ☐
For companies selling a product or
service to other business owners, we
recommend, LinkedIn, Twitter,
Google+/Gmail&slideshare for your
accounts and simple share icons on all
pages for people to use their own
accounts.
2. Blog:You have fresh and relevant optimized contentnot
only for your trusted network but for search engines.
Search engines look first at dynamic content on a website
to determine how to rank a website.
☐ ☐
Dynamic blog content is important for
SEO and for your prospects.Think
about what your prospects want to
read and create blog categories to
help them find it so you get lots of
engagement on your site.
3. News section:You have a news and events sectionas
another way to generate dynamic content for your
website. You can announce product launches, attending
tradeshows, speaking engagements, etc.
☐ ☐
News section can fall in your About Us
section or live in your blog and
provide markers to Google that there
is activity happening at your company
and site has not been orphaned.
4. Forms:You have places on your website for people to
submit their contact information rather than calling
you.Forms capture prospect information and provide
clues to where people are in the buying process. Think
about all of the opportunities on your website where a
form can capture interest.
☐ ☐
Don’t limit yourself to just a Contact
Us form. Forms are a great way to
engage a visitor who in turn provides
contact information. Think about how
you set up pages and the information
you request to ensure you don’t
create friction in the buying process.
5. Mobile version:You have gone to your website with your
own phone and experienced the content and information
on a mobile device.More visitors than you may think are
accessing your site via mobile – take a look at your Google
☐ ☐
Most websites should have a mobile
version. HTML5 or WordPress plugin
should be implemented for mobile.

2. |2 5000 Yonge St, Ste 1901, North York, ON M2N 7E9 |marketingcopilot.com|T416 218 2009
Analytics and see what is happening when they get there.
6. Website hosting:You have a webhosting company that
understands how to host a website with respect to
security, constant changes and server management.Your
server is more important than you realize and Google
looks at server attributes when it decides whether to trust
your website.
☐ ☐
Ensure your hosting company
understands hosting WordPress
websites and you aren’t on a server
with thousands of other sites who
may or may not be doing good things.
7. Domain management:You have complete control over
your URL and know how to access it, when it comes up for
renewal and the associated names you should own that
affect your brand.
☐ ☐
You should have a complete list of all
domains your company owns. You
should also be thinking about the
strategy of purchasing industry and
product domain names.
8. Email marketing & list building:You have aprocess for
managing email addressesboth in a legally compliant
email marketing tool and for email address submission on
your website.
☐ ☐
Constant Contact is a great tool to
share content and drive traffic to yrou
website. We recommend you find the
right tool for you that is not Outlook
and people can unsubscribe from your
list if they choose to do so.
Have you thought about these? Yes No MC Best Practice
9. CRM integration:You have thought about managing
leadsongoing from your website and created drip
marketing and constant touch points throughout the year
which can be tracked in a CRM tool.
☐ ☐
It is crucial that your email database
and your CRM are up-to-date. You will
need to coordinate updates based on
the frequency of your email
campaigns.
10. Content: You have an editorial calendarand understand
how you will post and manage new content on your
website in 90-day increments. Content included in this
plan should include type (static versus dynamic),
segmentation of who it is for (current clients versus
prospects), frequency and how you will track and measure
it.
☐ ☐
We recommend vetting all possible
content based on your value
proposition, visitor needs and
keyword strategy to determine what
stays or goes. We also suggest
developing an editorial calendar and
thinking about how the content will
be created.
11. Downloads/conversion tools:You have something to
share that encourages engagement and conversion on
your website. This is your value-add content – you need to
decide how people access it, how you track it and how to
manage that list ongoing (see Point #8).
☐ ☐
Determine what the right conversion
tool is for your audience. It could be
as simple as a checklist or a robust
10-page guide - something of value
that will help drive the right traffic
that would willingly provide their
information(email address) to receive
it.
12. Automated lead nurturing:You have a clearly defined
road map for how to engage your audienceover the next
six months and have a tool or defined process for lead
nurturing.
☐ ☐
There are lots of marketing
automation tools available that make
the manual process of lead nurturing
easy but depending on the size of
your company or the number of leads
coming in monthly, these tools may
be more hindrance than help. What is
important is that connecting with

3. |3 5000 Yonge St, Ste 1901, North York, ON M2N 7E9 |marketingcopilot.com|T416 218 2009
your audience happens regularly and
you have a process for managing this.
13. DNS resolution:You know who is landing on your
websiteand what they are doing when they navigate your
website.
☐ ☐
There are a number of tools on the
market that resolve the DNS of a
visitor to your site. There is also a lot
of data in Google you can use to
understand some of these things as
well. Don’t just start rewriting content
or making assumptions – use your
data to understand what people are
doing so you can improve navigation,
engagement and conversion.
14. User access: You have a list of people who are qualified
to add content and they are managed through a tool or
web access document that keeps track of all user names
and passwords associated with your website. User and
password management is a big issue in today’s digital
landscape. Have a plan for managing it!
☐ ☐
We recommend minimal users with
minimal access. We also recommend
each user has separate access
information to avoid confusion and
allow for easy transfer and shutdown
of access.
15. Google Analytics: You have Google Analytics set upon
your website and are tracking goals/conversion points. ☐ ☐
Many business owner complain that
marketing is not measurable. Today,
it is more measurable than ever
before. Set goals for your web
presence and track everything so you
can stop doing what is not working.
Next Steps…
Download the Marketing CoPilot Process wheel and get started on the work that should be
done before you start building or enhancing your current web presence.
Do you have?
1. A well-articulated and tested value proposition(with supporting proof points).
2. A buyer mapof how people buy a product or service like yours (this information content).
3. A keyword strategythat helps determine how you will drive traffic to your value proposition.
4. A wireframe indication how you will navigate your website and web presence based on your
value proposition and keyword strategy.
This is where it all starts. If you need help, we run workshops on all of these topics to guide
business owners, entrepreneurs and CEOs in building websites that support the lead generation
and buying process within their businesses.
CONTACT INFORMATION????