Form View: Diagnostic Website Evaluation

Company/Organization: Stanton Healthcare
Website Address: http://www.stantonhealthcare.org/

Evaluation Prepared By: Matt Stanley, 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
The website has very few pictures and would benefit greatly from lots of professional, colorful, compelling imagery.
Is the text easy to read (scan through easily and understand quickly)? Yes
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?” Yes
Is contact information, such as a phone number, mailing address, and “send us e-mail” form prominently displayed or easy to find? No
The sidebar widget that contains your address, phone number and map link is not consistently displayed on every page. For the sake of continuity and usability that widget should remain in the same place and be visible on every page of the website.
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? Yes
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? Yes
Does the site work properly and look good in Google Chrome? No
Several of the website pages have a photographic slider that is completely broken and distracting. This is a great feature which should be added to the home page and working properly.
Does the site work properly and look good in Mozilla Firefox? No
Several of the website pages have a photographic slider that is completely broken and distracting. This is a great feature which should be added to the home page and working properly.
Does the site work properly and look good in Internet Explorer/Edge? No
Several of the website pages have a photographic slider that is completely broken and distracting. This is a great feature which should be added to the home page and working properly.
Does the site render properly on mobile devices such as laptops, smartphones and tablets? No
Several of the website pages have a photographic slider that is completely broken and distracting. This is a great feature which should be added to the home page and working properly.
Does the website load quickly? Yes

Usability Summary

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Summary Comments:

The current website is quite intuitive and easy to use, but some things could use work. Specific examples include the following: 1) Format the text with headlines, bullets and shorter sentences to make it more easily digestible and easy to scan quickly. 2) Make the contact information consistent on every page (easy to find, prominent). 3) Relocate the slider to the home page, make sure it's working properly, and capitalize on its power. The slider should not have to apparent bearing on the site content or message; it should have compelling content and calls to action that draw visitors deeper into the site and compel them to take action.

Supporting Documentation:

Metric 2 of 3: Professionalism

Is the website modern instead of looking outdated? No
The website design is very out of date and uninteresting. It could definitely use a redesign.
Does the combination of colors in use on the site look attractive? Yes
Does the website prominently display a professionally designed company logo and is it linked to the website home page? Yes
Do the colors in use on the site complement the logo and reinforce the corporate brand (if it contains one)? Yes
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
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? No
The "Click here for map" text on the Contact Us page is not hyperlinked. The Google Map should actually be embedded ON the Contact Us page to improve the user experience.
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:

The website design is very professional, but old school. Redesigning it would bring fresh life and vibrancy to your organization.

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 website reads much like an online brochure that has great information about the services you provide, but it lacks passion and emotion. If the copy were to be re-written with the specific goal of ministering to the emotional and physical needs of your target audience it would have much more power.
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
As with the previous question, the content very effectively talks about the things your organization does. It doesn't seem to make a compelling argument for why you are the BETTER option, however. You never want to cross the line into bashing your "competitors," but you should contrast your services with the alternative(s) and in a convincing way show why Stanton Healthcare is the superior option.
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
The CTA is very visible but it's text surrounded by other text; it should be graphical instead - vibrant, colorful and highly motivating.
Does the website have unique and search engine-friendly URLs? Yes
Does the website have a sitemap? No
I could not find a sitemap, which is probably crippling the effectiveness of stantonhealthcare.org when it comes to having search engines rank your site. Think of a sitemap like a road atlas that tells Google where every important destination is on your website. A sitemap links to every single page of content, making it as easy as possible for the search engine spiders to crawl (locate) and index (rank) every part of your site.
Does the website have keyword-rich title tags? No
Title tags are the text links which are clickable in a search engine listing. They are the single most important on-page element when it comes to optimizing your website for search engines. The current site has title tags that just list the page names instead of including keyword phrases.
Does the website have valuable, keyword-optimized content? No
When optimizing your website for the search engines it's important to strike a balance between making it attractive to Google and having it be useful for human readers. It's easy to go too far in one direction or the other. It appears as though little or no on-page optimization has been done on stantonhealthcare.org. I think the site would benefit greatly from a search engine optimization (SEO) overhaul.
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
E-newsletters are a powerful and effective way to stay in touch with your target audience. I realize Stanton Healthcare is a non-profit corporation, but you could still leverage e-newsletter technology to your benefit. It would also be a great way to keep subscribers posted about important news, upcoming events and additional services as they are made available.
Does the website contain a form to request a quote or ask for more information? Yes
Does the site contain video content to capture visitor attention and interest? No
Video is an EXTREMELY form of media that is proven to accomplish the following: increase visitor retention; 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. Adding interesting and educational videos to your site that add value to your website visitors would help you improve its effectiveness, increase traffic and increase the number of clients you serve.
Does the site capitalize on social media to promote the business and its brand? No
The site contains no social media integration. You should have a business page on each major social media website (Facebook, Google+, Twitter, YouTube, Pinterest, LinkedIn, etc.) and make the most of them by linking to them from your website. You should also have a widget on each content page of your site that allows visitors to share your content with others.
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)? No
It's hard to tell if this site was built with a CMS. Regardless of whether or not it was, however, from what we've heard you don't have a login to make changes so you are not benefiting from it as you should. A complete website rebuild with WordPress will give you the power to edit and add your own content going forward. It will also give you state-of-the-art technology that will last for years to come and empower a superior user experience.

Marketing Effectiveness & Integration Summary

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

Summary Comments:

This metric is definitely where your site needs the most work. We believe stantonhealthcare.org needs much more than just a pretty new face. It needs to be re-engineered for our Internet-centric world based on the organization's mission/vision and future goals.

Supporting Documentation:

OVERALL Website Summary