Company Whose Website is Being Audited*
Website URL Being Audited*
Audit Conducted by*
Email of Auditor*
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It is clear from the home page visuals and messaging that the partners have domain expertise in 1-3 key vertical industries or in solving 1-3 primary business process/workload areas. Website images accurately portray and reflect the target prospect’s (tribal) day-to-day realities. Viewers can see themselves in images, videos, and blogs in terms of gender, age category and job role. No stock photos.
Copy is written in the first person instead of third person. There is little use of the words “we” “our” “clients” “companies” “they” and instead a high use of the words “you” “your business” “your company”.
Prospect/customer segmentation is immediately and clearly visible on the homepage. There are three clear paths on the homepage that viewers can take based on who they are or what their role and needs are.
Website copy does not speak to multiple audiences at the same time and instead clearly speaks to one of 3 personas: WHY, HOW, WHAT. At least 75% of the web site content appeals and speaks to the HOW (business line manager) persona, no more than 20% to the WHAT (technical) and there is an adequate amount of WHY (senior leadership) content for senior leadership. The content is the appropriate length and in the correct consumable form for each persona.
They have quickly identified 3 or more core emotional trigger pains driving a purchase early on in the website. The website text and messaging predominantly focuses on vertical industry specific pain and business problems the prospect is experiencing. They do not have Microsoft products, technology or features as the lead messaging on the home page.
Fear and loss are a strong motivator for action. The web messaging calls out fear and risk throughout the web site. i.e. loss of customers, eroding margins, loss of key customers, high cost of labour, declining market share, risk of not choosing the right vendor, not having the data they need to make decisions etc.
There are more than one and ideally 3-6 photos or videos on the home page that demonstrate vertical industry expertise and the prospects’ pain from 3 different personas.
There are videos throughout the website. Videos are less than 3 minutes long. These videos center on the world of the customer not on the partner and why they are a good choice. Visual content is social-media ready, easily shareable, and easy to grasp.
Headlines are provocative and emotionally stimulating. They are negative in perspective highlighting pains the prospect can relate to or asking a question that the prospect does not know the answer to, but would like to. The headlines get the visitor to nod in agreement. i.e. Worried about losing market share? Tired of not have the information you need to make decisions? Want to know the top 5 reasons your competitors have higher margins than you do?
There are humorous or unconventional images vs boring stock photos. Industry data, statistics or industry/vertical outcomes are highlighted to get attention. There are engaging elements such as (videos, surveys, analytical reports, quizzes or short tests) that pique curiosity and leave the audience desiring an answer.
Copy is written in familiar, friendly and recognizable language. Words are kept to a minimum, to the point and use normal day-to-day language. No complex, or abstract ideas. No vague meaningless claims and generalizations made. For example, instead of “improve business processes and productivity” messages read “click here to find out how you can reduce down time by 20%”.
There is a limited quantity of text, lots of white space and strong appealing visuals, especially on the homepage and on industry subpages. Only critical pieces of information that will encourage the prospect to make a buying decision are included.
The best customer stories are featured on the home page. There are many customer videos, testimonials and more that represent all 3 personas and have quantifiable data to support claims made. i.e. John Smith CEO of ABC company reduced distributions costs by 15% in 6 months…. Case studies speak to the specific pains customers were able to solve using the partners’ solution. Customer testimonials include photos of the actual clients.
There are short 1-3 minute specific demos to demonstrate how specific pains are alleviated. Only one or two particular core benefits are shown in each. The demo is perfectly scripted and provides a planned deliberate proof of gain.
There is a clear explanation of what the partner will do with a prospect's name and email address if the prospect provides it. The visitor is told what will be receiving and how frequently. It is stated that personal information will not be sold or shared with others.
The partner showcases company awards, links to customer web sites and has links to articles/press written about the company.
The partner isn’t selling the company or products, instead they are giving visitors an opportunity to learn new things they didn’t already know. Prospects are offered valuable content pieces such as industry reports, white papers and other educational content.
There are strong call to actions on the home page and subpages. Whether it’s a button or a form, persuasive action words are used, such as, “buy now”. Buttons and forms do not have more than 3 fields to fill out and don’t say “submit” or “request,” but instead use value based messages such as “click here to learn 5 ways to save money“ and "start saving money now”.
The partner’s website has more industry images and specific business pain messaging than competitor web sites.
The partner’s website is more emotionally engaging and memorable than competitor websites.