Form View: Diagnostic Website Evaluation

Company/Organization: Text Free Zone
Website Address: http://www.textfreezone.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

    The site is not overly busy but it has very noticeable technical problems which are incredibly distracting and frustrating as a visitor.


  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

    Using headlines, bulleted lists and short sentences would help improve readibility since people have a very short attention span when first visiting a website.

  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 home page Twitter feed feature is cut off and the "Recent News" module goes off the visible page, requiring horizontal scrolling.


  8. Is contact information, such as a phone number, mailing address, and “send us e-mail” form prominently displayed or easy to find? No

    I don't know if it makes sense to have a phone number and/or mailing address for your organization because it's not a traditional "business." With that being said, however, many consumers are suspicious of companies that do not include these kinds of contact information. It gives an unprofessional and shady feel to the website and creates a sense of uneasiness. Even a P.O. box and phone number that plays a recording then goes to voicemail would be better than just having a generic "contact us" form.


  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? Yes

  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

  13. Do all external website links and/or PDF documents (if any) open in a new window instead of the active one? Yes

  14. Does the site work properly and look good in Google Chrome? No

    The home page Twitter feed feature is cut off and the "Recent News" module goes off the visible page, requiring horizontal scrolling.


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

    See previous comment


  16. Does the site work properly and look good in Internet Explorer/Edge? No

    See previous comment


  17. Does the site render properly on mobile devices such as laptops, smartphones and tablets? No

    There are some real display problems on mobile devices. The twitter feed scrolls off the content area and the "Recent News" module doesn't show at all.


  18. Does the website load quickly? Yes

Usability Summary

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

Summary Comments:

A lack of contact information and issues with cross-browser compatibility and mobile device friendliness are where the website's biggest usability issues show up. A complete redesign with state-of-the-art technology (WordPress) would resolve these issues and make a better finished product.


Supporting Documentation:


Metric 2 of 3: Professionalism

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

    The website could use a more current look-and-feel.


  2. Does the combination of colors in use on the site look attractive? No

    The dominant colors in the website are black, white, red, and yellow. This color scheme is very vibrant and intense. If intensity and passion are what you're going for then that's probably a good color palette to stick with. If you would prefer to convey a different emotional response, then you might want to consider other options with the redesign. Refer to our Color Emotion Guide at the following URL for more information on this topic: http://project-docs.theweboasis.com/branding-printed-marketing-collateral/corporate-identity-logo-design-worksheet/color-emotion-guide/.


  3. Does the website prominently display a professionally designed company logo and is it linked to the website home page? No

    The site does have a logo, but half of it is completely cut off so most of it is invisible.


  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? Yes

  9. Does the site contain only working links and/or functionality? No

    See previous comments about broken features. In addition to those issues, the Facebook and Twitter links in the footer on the Contact Page take visitors to wix.com instead of your real social media pages.


  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:

The website content is very persuasive and powerful, but the technical problems overshadow this, making the professionalism sub-par.


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? No

    I don't think the website goes far enough to distinguish your organization from the other ones doing similar education on the subject of texting and driving. I'm sure there are certain aspects of how you do what you do that are unique, and those things should be more clearly explained through the website.


  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

    Aside from the social media page there is absolutely no CTA on this website. There is plenty of information, but no visitor engagement that prompts them to take any specific action. The website should have lots of ways to get involved and support what you're doing. Specific examples of how to do this more effectively would be invitations to like you on Facebook, schedule a presentation at a high school, and take an online pledge to make the care a text free zone.


  5. Does the website have unique and search engine-friendly URLs? No

    The website URLs look like gibberish (i.e. http://www.textfreezone.com/#!who/c161y and http://www.textfreezone.com/#!what/cff9 instead of search engine-friendly strings like http://www.textfreezone.com/about-us/ or http://www.textfreezone.com/get-involved/


  6. Does the website have a sitemap? No

    I could not find a sitemap, but that doesn't necessarily mean one doesn't exist. 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. We should make sure your website has a sitemap and that it's being submitted to Google for indexing by their algorithm.


  7. 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. It doesn't even have the name of your organization. The site would benefit from an search engine optimization (SEO) audit and campaign to improve your rankings.


  8. Does the website have valuable, keyword-optimized content? Yes

  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 stay in touch with your target audience. I realize Text Free Zone 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 programs as they are made available. An e-newsletter would be a very effective addition to this site, especially since you survive based on donations and grants.


  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? Yes

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

    You have links to your Facebook and Twitter pages, but there's so much more you could be doing to leverage social media.


  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

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

Summary Comments:

This metric is probably where your site needs the most work, though the issues identified in this report affect every area. By rebuilding the website based on clearly defined goals and objectives we will help your organization more effectively spread the message about the dangers of texting and driving.


Supporting Documentation:


OVERALL Website Summary

Usability Grade: | Professionalism Grade: | Marketing Grade:

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

Summary Comments:
Supporting Documentation: