Form View: Diagnostic Website Evaluation

Company/Organization: ELECTROTech Engineering, Inc.
Website Address: http://jackterry.net/

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? Yes
   
   
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)? Yes
   
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
   

   "The fold" is a marketing term that originated in the print industry; specifically newspapers that folded in half. The reality of "the fold" remains very relevant in the digital marketing space as well, however. Your website should be designed in such a way that you are conscious of how your visitors are interacting with each page and its content.

   Where the Calls to Action (CTAs) fall on each page and how you communicate why visitors should hire you should be determined after considering to primary factors:

   1. Your intended/target audience, and
   2. How simple or complex your value proposition is.

   Statistics have shown that modern website visitors are happy to scroll down the page if the following conditions have been met in regards to the content and design element(s) above the fold:

   1. It piques their interest and presents a compelling reason to do so.
   2. It's clear that there is more information to be consumed.

   After scrutinizing your home page I can see that there's room for improvement in the realm of design, messaging, and conversion optimization... It has become very trendy and popular in the web design industry to have a vibrant image or slider at the top of your home page, and for good reason. If you create compelling content and visuals above the fold then your visitors are more likely to stay on your site beyond the initial 3 to 5 seconds during which they will decide to leave or stay.

   If they are bored or unclear about your Unique Selling Position (USP), however, then they will never get beyond the home page or even scroll below the fold. When viewing your home page on my iPhone 7 Plus much more of the home page text was shown than when looking at the same page on my laptop. On both devices the slider was shown prominently, so I think the content of the slides should be retooled to convey more compelling and persuasive information since it's the only thing laptop and desktop visitors to the site will see with the existing design.

   My specific recommendation for you on this issue is to do the following for each page, starting with the home page:

   1. Determine who your ideal/target audience is (i.e. people who don't already know you or your credentials but need your services, people who are already familiar with you but may not be "sold" on hiring you versus a competitor, etc.)
   2. Determine whether your unique value can be communicated simply, or if it needs more thorough detail.
   3. Clearly articulate your USP/unique value in concise language (three sentences or less).
   4. Develop several marketing messages around the content created in step 3.
   5. Think about how you can use the messages produced in step 4 to come up with specific CTAs or offers (i.e. opt into an e-newsletter, "subscribe to our Blog via RSS," "schedule a free consultation," "download a white paper," etc.) that provide true value to your visitors while also creating opportunities to gather leads.
   6. Redesign each page of your site, paying special attention to the info above the fold that incorporates the material produced in step 5.

   For much more thorough information on how the fold can affect conversion as well as fascinating statistics and suggestions related to the subject, I recommend that you read the following blog posts from industry leaders:

   http://conversionxl.com/above-the-fold/

   https://moz.com/blog/life-above-and-beyond-the-fold

   https://www.nngroup.com/articles/page-fold-manifesto/

   http://vanseodesign.com/web-design/above-the-fold/

   You should also check out how your page renders using the "WhereIsTheFold" tool at the following URL:

   http://whereisthefold.com/jackterry.net

   
   
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
    

    Hyperlinks on the website are not as clear as they could and should be. The "Request Jack’s Complete Bio" link on the home page is styled in such a way that the link stands out compared to the text above it, but the HTML element which does that (blockquote) is used elsewhere on the site without any hyperlinks. The link itself isn't a different text color or styled with an underline to clearly delineate that it's a link. Another link ("Contact us about your Electrical Engineering Requirements!") on the Services page is also very easy to overlook.

    
    
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? Yes / Not Applicable
    
    
13. Do all external website links and/or PDF documents (if any) open in a new window instead of the active one? Yes / Not Applicable
    
    
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? Yes
    
    
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

Total Points: 18 | Points Earned: 16 | Equivalent Score: 89 | Usability Grade: B+

Summary Comments:

The usability of your existing website is really great, overall. A score of B+ on usability is rare in my experience, and for the most part it is very intuitively designed and easy to navigate. It's also responsive, which means that it works well on all different screen sizes and device types. I tested it using an Apple iPhone 5c, Apple iPhone 7 Plus Apple iPad Mini, Samsung Galaxy Tab 2 w/ 7" screen, Dell Desktop w/ 21" monitor, and Dell laptop w/ 11.5" monitor, and it worked beautifully on all those devices.

There is some room for improvement, however, and my specific recommendations for how to get the site to an A+ are as follows:

1. Redesign the home page so that it more effectively engages your target audience and accomplishes a meaningful sales objective. Redesign/rewrite the content above the fold so it conveys your expertise and value proposition in a concise and compelling manner. The home of any website gets the lion's share of all traffic, and it should act as a powerful sales tool that encourages your visitors to take a specific action which will lead them into your sales process (i.e. call us for more information, request a quote, download our free white paper, etc.).
2. Make easy styling changes to the CSS markup of the website theme so that hyperlinks are clear and obvious.
3. Complete some performance optimization tuning to improve page load speed even further. I ran your site through three different speed testing tools (refer to the "Support Documention" below for more info). Each of them showed that JackTerry.net loads quickly. Making some simple adjustments under the hood would improve performance even further, though. Google now includes page load speed as a significant factor in its ranking algorithm, so every millisecond counts when it comes to this issue. This article from Search Engine Watch has some great information you may want to refer to.

Supporting Documentation:
https://theweboasis.com/wp-content/uploads/formidable/6/jackterry.net-speed-test-report-gtmetrix.com-2017_01_12-14_19_26.pdf, https://theweboasis.com/wp-content/uploads/formidable/6/jackterry.net-speed-test-report-tools.pingdom.com-2017_01_12-14_28_07.pdf, https://theweboasis.com/wp-content/uploads/formidable/6/jackterry.net-speed-test-report-webpagetest.org-2017_01_12-14_25_50.pdf

Metric 2 of 3: Professionalism

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

   The website is clean and professional, but lacking the creativity and "wow factor" that modern websites project. A redesign would go a long way toward making the site look and feel more exciting.

   
   
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? No
   

   The website does not have a logo; it has your name typed as text. Though this question is very specific to the logo itself, the broader and more important issue is that of branding. The domain (jackterry.net), the text that appears where a logo normally would, and the way your home page is currently written all convey that this website is basically just your online resume.

   If that's intentional and due to your business goals, then that's OK; in that case, YOU are the brand. Lots of celebrities and service professionals build a brand around themselves instead of whatever legal entity they use to do business.

   Regardless of whether or not your business "brand" is personal or corporate, however, developing and integrating a professionally designed logo into your marketing plan is vital. A research report from the Design Management Institute found that design-centric organizations outperformed the S&P by 228% over ten years. Specific companies that were included in that list (Apple, Coca-Cola, Ford, IBM, Nike) have proven that it pays to consider branding and design as central to all marketing efforts.

   Brand development, logo design, and marketing collateral production are all services we specialize in, and we would love to help you.

   
   
4. Do the colors in use on the site complement the logo and reinforce the corporate brand (if it contains one)? No
   

   This question is directly connected with the previous one, and since you don't yet have a logo, there's no brand to complement.

   
   
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 / Not Applicable
   
   
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 / Not Applicable
   
   
7. Do all of the website pages contain polished, finished content instead of blank pages or those that are “under construction?” No
   

   The Enterprise Water System and Airfield Lighting Design projects listed on the Projects page, unlike all of the others featured there, have no content on the page that's shown when clicking on the "Read More" button.

   
   
8. Does the website contain professional, well-written text that is free of typos and grammatical errors? Yes
   
   
9. Does the site contain only working links and/or functionality? No
   

   The link titled "Contact us about your Electrical Engineering Requirements! " results in a 404 Page Not Found error. That can be fixed quickly and easily in the WordPress Dashboard.

   
   
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: 11 | Points Earned: 6 | Equivalent Score: 55 | Professionalism Grade: F

Summary Comments:

This area of the assessment reveals areas where the site would benefit greatly from some design enhancements and technical/bug fixes. I would recommend that each of the following be done to help improve the website's professionalism and impact:

1. Redesign the website using a more modern and artistic theme, incorporating fresh photography, video content, and/or infographics to break up the text-heavy pages.
2. Develop a professional logo and customize the new site design to complement it effectively.
3. Fill in the blank pages with content similar to those of the other projects listed there.
4. Fix the broken hyperlink.

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)? No
   

   A while ago I read an adage that I thought was simple yet profoundly insightful: "Features tell, but benefits sell." This could not be more true, and it's especially important in regards to your website copy.

   Your website provides lots of information about your projects, expertise and approach to electrical engineering, but it doesn't clearly establish value in the minds of your visitors to the extent that it could. Every single purchase human beings make is driven by an emotional desire to either:

   1. Eliminate pain, or
   2. Obtain pleasure

   The most persuasive and effective marketing copy ingeniously leverages both features and benefits to solve a problem that your target audience has which can be solved by buying from you.

   If you cannot already articulate these things then a simple technique can help you put these points into words: Ask the question, "So what?" after each stated feature. In other words, "Why should I can about that? What's in it for me? How will this make my life better?"

   When you can answer those questions effectively (and thereby refute any objections to buying from you) you're on your way to more sales.

   This is a very rich topic that's worthy of consideration, time, and a "homework assignment." If you want your website to really sell, then you owe it to yourself to rewrite the text (probably with the help of a professional copywriter) so it will be more persuasive. By using emotionally-charged language to communicate the benefits they will enjoy from buying your services instead of just talking about a bunch of technical information, your visitors will actually engage with the content and sales process. The end result for you will be better conversion and more leads.

   The following is a recommended reading list of blogs I found on the topic of writing persuasive copy that engages the emotions while articulating benefits:

   • https://www.entrepreneur.com/article/34942
   • http://www.enchantingmarketing.com/features-and-benefits/
   • https://www.helpscout.net/blog/benefits-sell/

   In my experience, most small business owners have great difficulty with writing good sales copy. It can be very challenging to write about oneself. Good, persuasive text is an essential ingredient in an effective website, however. We recommend hiring a professional copywriter to help you get this done. They will do research on your industry, ask leading questions about your specific business, and help craft text that gets results. Such expertise requires an investment, but it will yield great returns for your business.

   
   
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? No
   

   This issue of USP goes hand-in-hand with the previous question because there is definitely some overlap between them. Once your target audience clearly understands the benefits they will enjoy by hiring someone in your profession, you have to make a compelling argument for why they should hire YOU instead of a competitor.

   By specifically explaining why you are the best in your field you will establish yourself as an important expert in the mind of your prospect and give them an incentive to work with you above anyone else.

   Your existing website has lots of good information about your experience and credentials, as well as the value of working with an electrical engineer. It could more clearly communicate a clear USP that sets you apart from others in your industry, however.

   Please refer to the following articles for more detail on this topic and very practical, hands-on ideas for crafting a powerful USP:

   • https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
   • http://www.convinceandconvert.com/digital-marketing/5-ways-to-develop-a-unique-selling-proposition/
   • https://www.sitepoint.com/how-to-create-unique-selling-proposition/
   • https://fizzle.co/sparkline/unique-selling-proposition
   
   
3. Does the site contain fresh content (material that has been added in the last 12 months or less)? No
   

   Content freshness has become a very significant component of Google's ranking algorithm. Your website contains only static pages, and no blog or discernible "landing pages." Google's perception of a website that has ceased producing new content is that it has been abandoned, and your search engine rankings will reflect that.

   During our initial consultation you said that getting steady work hasn't been a problem for you, so this issue may not be of immediate concern to you. If word-of-mouth referrals dry up, however, a properly SEO-optimized website can produce plenty of new leads.

   I know it's very difficult to run a successful business while also staying on top of marketing yourself, believe me. In spite of that challenge, however, I would recommend that you continue to invest in the improvement of your website so that it regularly provides new sales opportunities.

   The following articles have some really excellent statistics related to this topic and are worth a read:

   • Inbound Leads Cost 61% Less Than Outbound
   • How Much Should You Budget For Marketing In 2017?
   • Advertising Cost Comparison
   
   
4. Does the text motivate you to buy through a clear and persuasive call-to-action (CTA)? No
   

   Though your address and phone are very prominently displayed on your website in the sidebars, there is no compelling CTA to speak of. CTAs should be enticing offers that provide the visitor with real value in exchange for personal information you can use to hopefully close the sale. An example is a free e-book, white paper, or consultation in exchange for their email address.

   Just putting your phone number on the website and expecting them to call it isn't enough. Your site would benefit greatly from the addition of a strong CTA and internal process of follow-up with each person who responds to it.

   The following is a list of great articles on the importance of a good CTA as well as some dynamite examples:

   • https://www.saleshub.ca/blog/bid/350474/Why-Having-Good-CTAs-is-Important-to-Your-Sales-Team
   • http://www.wordstream.com/blog/ws/2015/02/20/call-to-action-buttons
   • http://blog.hubspot.com/marketing/great-call-to-action-examples#sm.000m0pnjf25bfoh11c62is53mv9wb
   
   
5. Does the website have unique and search engine-friendly URLs? Yes
   
   
6. Does the website have a sitemap? No
   

   As far as I can tell the website does not have a sitemap, and that's probably hurting your search engine rankings. A sitemap is like a comprehensive road map that lists every one of your website's individual pages.

   Google uses it to index your website for the purpose of including your site URLs in its database, and humans use it like a table of contents to go directly to the content they're interested in.

   Generating a sitemap and submitting it to Google is easy to do, and something I would recommend after the site gets a content and aesthetic makeover.

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

   The site doesn't have good, keyword-rich title tags because it was never built with good, organic SEO in mind. If you want this site to rank highly in Google for keyword phrases relevant to your industry then each page and post needs to be carefully crafted with on-page optimization techniques. This will give Google what it needs and expects in order to rank your content highly in its database.

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

   In order for your website content to be most effective you should have every page and post optimized for individual keyword phrases. Based on an examination of most of the content on your website it does not appear as though this has been done.

   SEO that is effective, maintains positive, long-term results and gets a high ROI includes careful and methodical effort in on-page optimization around an individual keyword phrase.

   It would be a good investment to work with an SEO firm and have them optimize each page of your website for an appropriate target keyword phrase. The keyword phrases that you choose to optimize your website content for should be chosen based on a scientific, data-driven approach to keyword research and analysis.

   
   
9. Can the website be found in search engines by using their business name? No
   

   If prospective clients are searching for you (by exact name or keyword phrase related to the product/service they need) then your website should come up in search results. I searched for "jack terry" and "electro tech engineering," and none of the search results included your website.

   Every company on earth that has a website would benefit greatly from investing annually in SEO, yours included.

   
   
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
    

    As stated in the previous question about a CTA, there is no compelling offer or opt-in opportunity on your website. I think this may be hurting your conversion rate. It would be a good idea to think of some ways you could give visitors incentives to enter the sales funnel and publish those on the site to begin collecting prospects' contact information.

    
    
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
    

    Effective video is an extremely valuable form of media that has been proven to accomplish the following:

    • Increase visitor engagement
    • Shorten the sales cycle and increase conversion rates
    • Improve search engine ranking performance
    • 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

    There is a lot of solid data that shows how effective video is in regards to boosting revenue, so it's a medium that cannot be ignored or neglected. Read the following articles for some eye-opening statistics about online video and it's role in our increasingly Internet-centric business climate:

    • 31 Video Marketing Statistics to Inform Your Strategy [Infographic]
    • 37 Visual Content Marketing Statistics You Should Know in 2016
    • Why online video is the future of content marketing
    • The Top 10 Stats from 2015 that Show the Importance of Video Marketing

    Good videos aren't just fluffy sales pieces that pat oneself on one's back; they instead add value and convey valuable information to your website audience.

    The following is a list of the specific kinds of video content that I think would help make your website more interesting and effective as a marketing tool:

    • Intro/welcome/overview video that greets visitors, communicates your USP, and contains a CTA.
    • Testimonial videos from very happy customers.
    • Short, educational videos related to your industry which will help clients have a successful project.
    
    
13. Does the site capitalize on social media to promote the business and its brand? No
    

    During our initial consultation you specifically mentioned that you're not on social media on purpose, and that you didn't think it had any bearing on your business. I acknowledge that social media marketing isn't equally effective for every industry, but I don't think you can afford to disregard its role in the buying process.

    Whether we like it or not, social media technology has irrevocably transformed how consumers and even industry conducts business in the modern age. People buying products and services these days use social media for much more than mere entertainment.

    Facebook, Twitter, YouTube, LinkedIn, and many other social media websites contain a treasure trove of information about companies in every business sector. Many decision makers comb through these sites to do reputation analysis on a prospective vendor before even considering calling them to request a quote. Consumers today want the freedom to give feedback on their buying and customer experiences on their terms, and many of them prefer social media outlets for such a forum.

    I would encourage you to reevaluate your position on social media, and be willing to consider how you might leverage it to your advantage.

    
    
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
    • 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 the effectiveness of your marketing campaigns.

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

Marketing Effectiveness & Integration Summary

Total Points: 17 | Points Earned: 3 | Equivalent Score: 18 | Marketing Grade: F

Summary Comments:

This entire section of the website evaluation tool is written based on the assumption that the site's ultimate goal is to get a high ROI and increase sales. Based on its design and content, however, it seems that your current website does not line up with that. The "Marketing Grade" reflects this disconnect, so my comments below should be considered with that fact in mind.

If you want your website to become a lead generating machine, I would develop a phase-based plan with the following action items:

1. Hire a professional copywriter to rewrite the most important pages of your website, starting with the home page
2. Develop a USP and communicate it clearly on the website
3. Start a blog and establish a plan to regularly publish good content on it
4. Decide on the most effective way you can reach your prospects and design a CTA around it that delivers an item of value (incentive to opt-in or provide their contact information)
5. Hire an SEO company to design a campaign based on your business objectives and goals that includes social media marketing if that makes sense for your business
6. Produce video content and integrate it into your website, SEO, and social media
7. Set up Google Analytics and integrate it into your marketing plan for setting goals and monitoring your ongoing effectiveness

Supporting Documentation:

OVERALL Website Summary

Usability Grade: B+ | Professionalism Grade: F | Marketing Grade: F

Total Points: 46 | Points Earned: 25 | Equivalent Score: 54 | Overall Website Grade: F

Summary Comments:

My specific recommendations for transforming this website into a more effective marketing asset are as follows:

1. Work with a copywriter and SEO company to craft new messaging and content which can be used to help you more persuasively and effectively communicate your USP. *
2. Produce and integrate high-quality video content. *
3. Completely redesign the website to harness and showcase the content produced in steps 1 & 2 above.
4. Design strong CTAs to stimulate visitor engagement.
5. Fix the broken link and hyperlink styling aesthetics.
6. Have a professional logo designed.
7. Complete performance optimization tuning on the site to improve page load speed.
8. Invest in organic SEO. *
9. Fill in all missing content.
10. Develop a blog and hire a copywriter to help you product good, fresh content regularly. *
11. Set up Google Analytics so you can start measuring traffic, visitor engagement, and conversion. *

* We can give you referrals to help with this

When these most pressing items have been completed it's just a matter of regularly producing good original content, measuring the website performance and ROI, and refinement for the purpose of continuous improvement.

We would love to help you with these things, and I'd like to schedule a follow-up meeting to answer any questions you may have.

Supporting Documentation: