forms asking the right questions?) Give each feature that you find a ranking of Excel-
lent, Good, Fair, or Poor. Obviously this isn’t going to be a scientific process—just
make your best estimate.
Jason and Elizabeth’s checklists might look something like Tables 1.3 and 1.4:
Tab le 1.3
Ratings for Babyfuzzkin Features
Product and service information
A strong brand identity
Instructions for making contact offline or via e-mail Good
Tab le 1.4
Ratings for ElderPets Features
Corporate history, news, and press releases
Online request for information (RFI) forms
How Is My Website Connecting with the Goals of My Business?
Take a look at what you’ve written on your Goals Worksheet. Is there a disconnect
between your business goals and your current website? Is your website focused on cor-
porate info or, worse yet, executive bios instead of your business goals? Or does the
website provide only content geared toward supporting existing clients when the pri-
mary business goal is to gain new clients?
Jason at Babyfuzzkin is in good shape: The business goals and website goals are
in alignment, with an Excellent rating on the top business priority. Since the business
goal includes not only sales but also a strong push toward future deals, the SEO cam-
paign will need to support both.
Take a moment to write down any disconnects you’ve identified in “Connecting Goals”on your
On your Goals Worksheet, check off the boxes in “Website Features” that apply to your current site,
making sure to note any features you hope to add in the future. Add your assessment in the rating column.
c01. 7:56 8