Form View: Diagnostic Website Evaluation

Company/Organization: Evans Equipment Inc.
Website Address: http://evansequipmentinc.com/

Evaluation Prepared By: Matt Stanley, Founder & President of Oasis Interactive

Metric 1 of 3: Usability

  1. Is the overall visual experience soothing and comfortable instead of overwhelming due to excessive content and/or features? No

    Your website has a lot of widgets competing with one another for the visitor's attention. I think the layout of your site could be streamlined and simplified to improve its effectiveness and conversion rate.


  2. Does the website balance text and images effectively by using both to break up the content and make it easy to read and comprehend? Yes

  3. Is the text easy to read (scan through easily and understand quickly)? No

    There are lots of really great photos on your website that show what the machines you sell look like. The way they're laid out on many of the pages makes your content look cluttered, however. I would recommend going through each page of content and simplifying things a bit by adding some content headings and re-organizing the photos.

  4. Is the navigation functional, logical (intuitive) and consistent from one page of the site to the next? Yes

  5. Can you get to any page on the site in three clicks or less? Yes

  6. Can you find the content you’re looking for easily without having to explore the entire website? Yes

  7. Is all of the important content visible “above the fold?” No

    You have a slider at the top of every page which takes up a significant amount of screen real estate. Utilizing a slider on your home page is a very good marketing tactic that we recommend to our client. It can get in the way of visitors finding the content they need when they are viewing subpages, however. I would recommend turning off the slider on the subpages and reorganizing the subpage content to minimize scrolling.


  8. Is contact information, such as a phone number, mailing address, and “send us e-mail” form prominently displayed or easy to find? Yes

  9. Can you use the website without having to install any plugins or ActiveX controls? Yes

  10. Are all of the site’s hyperlinks clear and obvious? No

    Some pages on your site (http://evansequipmentinc.com/equipment/soft-serve/ for example) use blue text that resembles a hyperlink yet isn't clickable. That could be very confusing for visitors who expect colored text to be a link. There are other ways to style content that you want to emphasize which won't confuse your audience.


  11. Is the website devoid of an initial Flash or splash page? Yes

  12. Are multimedia elements (such as music, animation and/or video, if any) implemented in an unobtrusive manner that allows visitors control over how/if they are displayed? No

    Your home page features an audio clip that automatically starts playing when the page loads. While the content of the audio file is very good I wouldn't recommend having it auto-start. Some people would find that very obtrusive and annoying. If you make the "play" button very obvious then those who want to listen can do so while people who don't aren't forced to mute their speakers or search for a "pause" button.


  13. Do all external website links and/or PDF documents (if any) open in a new window instead of the active one? No

    Each of the links I found to external sites (such as your manufacturers websites) opens in the same browser window. This is a problem because by doing that you've taken their focus (and potential profit) off of your own business. Linking to external sites is fine, but you should always use a new window. That way the visitor isn't forced to use the "Back" button to return to your site. Many people just close their web browser when they're done viewing the content. If the external link has been opened in a new window then your website will still be there to keep them engaged. If not then your site will disappear from their view (and focus) when the browser is closed. They may not know they can click "Back" to return to your site or they may just forget to do so.


  14. Does the site work properly and look good in Google Chrome? Yes

  15. Does the site work properly and look good in Mozilla Firefox? No

    The audio file on the home page didn't play for me in the latest version of Firefox. All the other pages looked and worked fine, however.


  16. Does the site work properly and look good in Internet Explorer/Edge? Yes

  17. Does the site render properly on mobile devices such as laptops, smartphones and tablets? Yes

  18. Does the website load quickly? Yes

Usability Summary

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Summary Comments:

Your website has lots of great content. I especially like the PDF that projects the profit-generating potential of one of your soft-serve machines! There are several fine-tuning adjustments that could be made to take your website to the next level. I believe that making these changes would improve the its effectiveness and conversion rate.


Supporting Documentation:


Metric 2 of 3: Professionalism

  1. Is the website modern instead of looking outdated? No

    The design of the website is very basic and a more progressive template would improve its visual
    appeal.


  2. Does the combination of colors in use on the site look attractive? Yes

  3. Does the website prominently display a professionally designed company logo and is it linked to the website home page? Yes

  4. Do the colors in use on the site complement the logo and reinforce the corporate brand (if it contains one)? Yes

  5. Does the site contain only professional-looking pictures and graphics instead of clipart or amateur animation (if it's not a text-only site)? Yes

  6. Is the photography and artwork on the website crisp and clean instead of blurry or pixelated (if it's not a text-only site)? Yes

  7. Do all of the website pages contain polished, finished content instead of blank pages or those that are “under construction?” Yes

  8. Does the website contain professional, well-written text that is free of typos and grammatical errors?

  9. Does the site contain only working links and/or functionality? Yes

  10. Do all site features seem to serve a business purpose? Yes

  11. Is the website devoid of antiquated and problematic technology such as frames? Yes

Professionalism Summary

Total Points: | Points Earned: | Equivalent Score: | Professionalism Grade:

Summary Comments:

Your website is very professional and has done a good job in each of these areas. I think that putting a fresh, new design on it would make it even better. I would also recommend moving your logo to the top left hand corner which is a more standard location.


Supporting Documentation:


Metric 3 of 3: Marketing Effectiveness & Integration

  1. Does the website content (text, photos, artwork, and multimedia elements) engage you on a personal level and create a sense of warmth, safety and comfort? Does it sell using emotion (personal benefits) instead of just facts (features)? Yes

  2. Does the website content make a compelling case for doing business with them by explaining what sets them apart from their competitors? Is the unique selling position (USP) clear and compelling? Yes

  3. Does the site contain fresh content (material that has been added in the last 12 months or less)? Not Applicable

  4. Does the text motivate you to buy through a clear and persuasive call-to-action (CTA)? No

    Contact information is plainly visible on every page of the site, which is great. You could have a more compelling CTA, however. Adding a widget with a vibrant, attention-getting graphic that instructs the viewer on what to do (i.e. "call to request more info" or "come visit our showroom", etc.) would be a great idea.


  5. Does the website have unique and search engine-friendly URLs? Yes

  6. Does the website have a sitemap? No

    Sitemaps are a very important component of modern websites. They help search engines have an easy time finding and ranking all pages on your website. Without one you are hindering your search engine optimization (SEO) effectiveness.


  7. Does the website have keyword-rich title tags? No

    Title tags are HTML elements that help your website rank well in the search engines. They are also the text that is used for your website hyperlink in the search engine listings when your site gets indexed and listed for certain keyword phrases. The existing site just lists the page name and your company name but does not include any keyword phrases.


  8. Does the website have valuable, keyword-optimized content? No

    Keyword phrases pertaining to your industry are definitely sprinkled throughout the site. They aren't as prominent or optimized for search engine rankings as they could be, however.


  9. Can the website be found in search engines by using their business name? Yes

  10. Does the site use an e-newsletter or alternate opt-in tool (i.e. e-book, white paper, research report, etc.) to engage each visitor as a prospective client? No

    E-newsletters are a powerful and effective way to market your business and up-sell to existing clients. Adding an e-newsletter system to your website and using it regularly should help boost sales and retain your customer base.


  11. Does the website contain a form to request a quote or ask for more information? Yes

  12. Does the site contain video content to capture visitor attention and interest? No

    Video has become an increasingly important medium on modern websites, and implementing it has been proven to accomplish the following: Increase visitor retention; shorten the sales cycle and increase conversion rates; boost the visibility and effectiveness of your social media presence and increase the frequency with which visitors share your content with others on their social networks. Adding interesting and educational videos to your site that add value to your website visitors would help you improve its effectiveness, increase traffic and boost sales.


  13. Does the site capitalize on social media to promote the business and its brand? No

    The site has links to four of the most important social media websites, which is terrific. Besides having that feature you should also implement a plugin that allows visitors to share your content with their own social media networks and contacts.


  14. Are there links to their social media pages and a "like/share this content" feature?

  15. Does their website have "Review Us" links to social media networks like Google+, Yelp, and Facebook?

  16. Does the website make use of analytics? No

    Web analytics tools provide very valuable information that helps companies measure and improve the overall effectiveness of their online marketing efforts. Specific data they provide include the following: Traffic volume via reports that can be customized in very granular fashion (i.e. daily, weekly, monthly, quarterly, etc.); specific visitor behavior and trends (i.e. most visited pages, least visited pages, path taken through site, average amount of time spent on site, etc.); keyword phrases used to find the site on the major search engines; and conversion rates (i.e. how many people that visited the site requested more information through your online form or opted into your e-newlsetter). Incorporating web analytics technology into your website would provide actionable intelligence to help you get a better ROI and continually improve marketing effectiveness.


  17. Was the website built using a Content Management System (CMS)? Yes

Marketing Effectiveness & Integration Summary

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Summary Comments:

Usability and Marketing Effectiveness/Integration are the two areas where your site could use some improvement. You're doing a lot of things very well, however. The adjustments we're suggesting don't require a complete overhaul of the site, just some fine-tuning and upgrades that should help you get a better ROI.


Supporting Documentation:


OVERALL Website Summary

Usability Grade: | Professionalism Grade: | Marketing Grade:

Total Points: | Points Earned: | Equivalent Score: | Overall Website Grade:

Summary Comments:
Supporting Documentation: