Use A Website Grader To Find Gaps
– There are seven areas a website grader should evaluate to determine the effectiveness of your website. To understand this website grader evaluation, it?s important that you understand some of the terminology and theory used by Inbound Marketing Consultants regarding web design before using a website grader.
ToFu – Top of the Funnel
Think of the path visitors take when they come to your website in terms of a giant funnel.? Visitors who know nothing about your company or products and are usually first-timers enter at the top of the funnel.? There are more entering at the top than anywhere else.? Your website needs to capture their attention with benefit-based relevant content and offer Calls-to-Action that move them naturally further into the funnel.
MoFu ? Middle of the Funnel
Slightly more educated visitors who are perhaps comparison shopping or looking for a specific solution to a problem would be bored at the top of the funnel.? They want to skip all of the introductory jargon and get to the meat of the subject with easy access to solution bearing pages, downloads and links that provide relevant beneficial information.
BoFu ? Bottom of the Funnel
When someone is ready to buy, they are usually finished learning.? Your website needs to have an easily recognizable path to the ultimate conversion: the purchase.
ReFu ? Repurchase Funnel
After the sale, you have an opportunity to create a stream of the strongest kind of business and leads ? repurchases and referrals.? Your website needs to have a clear strategy for this.
One of the primary purposes of a Website Grader is to determine if your website has:
- Top-of-Funnel Gaps
- Middle-of-Funnel Gaps
- Bottom-of-Funnel Gaps
- Repurchase Funnel Gaps
A Website Grader Sees…
These gaps are the things that are missing or poorly designed to effectively implement an Inbound Marketing Content Strategy on a website.? Any gaps in this structure need to be addressed.? A website grader will look at:
- What a new visitor encounters when they first come to your site
- What information is readily available to those seeking information
- Whether there is a clear way to close the deal
- If there is a solid follow up to the sale.
7 Things a Website Grader Should Tell You
Does your website have:
1.??? Confirmation – ?Am I in the right place?? When visitors arrive, is it clear that they are at the place for which they were searching?
2.??? Optimization ? Does your content contain keywords that relate to the terms and phrases people are using to search for the products and services you offer?
3.??? Relevant Content – Does the information provided (both words AND images) interest visitors, connect to the topics being searched and describe the benefits to the customer?
4.??? Calls To Action above the fold – Is there a navigation link above the fold (in the upper portion of the home page screen that first appears before scrolling down) that appeals to visitors who are at each level of the funnel?
5.??? Conversion ? Does the website have a clear CTA Strategy that effectively converts visitors into leads and leads into customers?
6.??? The Competitive Edge ? How does your website stack up against your competition? ?See a point-by-point evaluation of theirs compared to yours.
7.??? Delightment ? Is there an after the sale strategy that embraces the customer so that they become loyal champions of your cause, coming back often and referring new customers continually?
To find out if your website makes the grade, try our free website grader. ??? ? ? ?
Or if you finally “Get It” and want to push the pedal to the metal,
you may be ready for the?Einstein Assessment.
Ready For The Next Step: