Form View: Diagnostic Website Evaluation

Company/Organization: Dave Thomas Art
Website Address: http://www.davethomasart.com

Evaluation Prepared By: Mollie Messer, Founder & President of Oasis Interactive

Metric 1 of 3: Usability

Is the overall visual experience soothing and comfortable instead of overwhelming due to excessive content and/or features? Yes
Does the website balance text and images effectively by using both to break up the content and make it easy to read and comprehend? No
Again, there is simply not enough information here.
Is the text easy to read (scan through easily and understand quickly)? No
Explanatory information needed on this site: what motivates the art and what will the prospective client be using the artwork for? Where will they be displaying it? What mood are they trying to create? What decor are they accenting?
Is the navigation functional, logical (intuitive) and consistent from one page of the site to the next? Yes
Can you get to any page on the site in three clicks or less? Yes
Can you find the content you’re looking for easily without having to explore the entire website? Yes
Is all of the important content visible “above the fold?” No
User must scroll down to view all work on the 'Paintings' page.
Is contact information, such as a phone number, mailing address, and “send us e-mail” form prominently displayed or easy to find? Yes
Can you use the website without having to install any plugins or ActiveX controls? Yes
Are all of the site’s hyperlinks clear and obvious? No
The 'Press' page has poor use of red and black text. This causes me to intuitively think that the red colored text is "clickable" yet only the first one is a hyperlink.
Is the website devoid of an initial Flash or splash page? Yes
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? Not Applicable
Do all external website links and/or PDF documents (if any) open in a new window instead of the active one? No
The James Kalm Report hyperlink on the Contact Us page opens in the same window instead of a separate one.
Does the site work properly and look good in Google Chrome? No
The pages load slower than most others used in this browser.
Does the site work properly and look good in Mozilla Firefox? Yes
Does the site work properly and look good in Internet Explorer/Edge? Yes
Does the site render properly on mobile devices such as laptops, smartphones and tablets? Yes
Does the website load quickly? No
The 'Paintings' page loads very slowly.

Usability Summary

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Summary Comments:

This home page needs a vast overhaul. More information is needed along with an easy, intuitive way to navigate through it.

Supporting Documentation:

Metric 2 of 3: Professionalism

Is the website modern instead of looking outdated? No
This will require a great amount of update and an appeal to modern technology.
Does the combination of colors in use on the site look attractive? No
Too simple and plain. The poor quality of the colors within the template is doing a huge injustice to the artwork. A more artistic and creative design would make the site much more appealing.
Does the website prominently display a professionally designed company logo and is it linked to the website home page? No
This is an imperative part of business function and purpose. There is no logo to be seen. Aside from the art itself, there are no distinguishing trademarks anywhere on the site. I noticed that none of the other artists' websites you sent over had a logo, however, so that may not be necessary.
Do the colors in use on the site complement the logo and reinforce the corporate brand (if it contains one)? Not Applicable
Does the site contain only professional-looking pictures and graphics instead of clipart or amateur animation (if it's not a text-only site)? No
The poor quality in craftsmanship of the site makes every page look unprofessional and unappealing.
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
Do all of the website pages contain polished, finished content instead of blank pages or those that are “under construction?” Yes
Does the website contain professional, well-written text that is free of typos and grammatical errors?
Does the site contain only working links and/or functionality? Yes
Do all site features seem to serve a business purpose? Yes
Is the website devoid of antiquated and problematic technology such as frames? Yes

Professionalism Summary

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Summary Comments:

Supporting Documentation:

Metric 3 of 3: Marketing Effectiveness & Integration

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)? No
The on-going rows of photos in the 'Paintings' page makes it difficult for each piece of art to stand out among the rest. It was difficult to make a distinction between each painting. The site is clinical and sterile. There is not enough personal touch. Too impersonal.
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? No
Each piece needs to be showcased in a more individualized manner. More about the artist, himself, too.
Does the site contain fresh content (material that has been added in the last 12 months or less)? Not Applicable
Does the text motivate you to buy through a clear and persuasive call-to-action (CTA)? No
There is little to no motivation aside from the artwork itself.
Does the website have unique and search engine-friendly URLs? Yes
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.
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.
Does the website have valuable, keyword-optimized content? No
Keyword phrases should be included into every page of a website and optimized so they will help search engines rank that page well.
Can the website be found in search engines by using their business name? Yes
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
This might be useful to help clients understand the inspiration of the work by engaging them through sharing information on specific pieces of art.
Does the website contain a form to request a quote or ask for more information? No
This would be highly beneficial.
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.
Does the site capitalize on social media to promote the business and its brand? No
This would be a great way to get people talking about Dave Thomas's Art.
Are there links to their social media pages and a "like/share this content" feature?
Does their website have "Review Us" links to social media networks like Google+, Yelp, and Facebook?
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.
Was the website built using a Content Management System (CMS)? Yes

Marketing Effectiveness & Integration Summary

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Summary Comments:

The purpose of a website is to be en effective tool that generates income and helps you gain public awareness. In the end, this website should be fully capable of capturing leads, converting them and retaining clientele. WordPress is an award winning CMS and is far superior to iWeb in that it is easier to use and better quality.

Supporting Documentation:

OVERALL Website Summary