What does this look like in practice?
  • You talk about the buyer, their problems, and how you guide them to success more than you talk about yourself.
  • Your pages leverage real testimonials, video success stories, and other forms of social proof.
  • Your content clearly describes what you offer, how it makes people’s lives better, and how prospects can buy from you. Users can clearly see how they can take action on your website.
Question 1
Is your website content user-focused, easy to understand, and trustworthy?
What does this look like in practice?
  • Every page has metadata that is user-focused and optimized for search.
  • You leverage schema markup to the maximum extent possible.
  • Your site ranks well in Google Pagespeed Insights (Mobile is 60+, Desktop is 80+).
  • You monitor and track keyword rankings with a tool like Semrush.
Question 2
Is your website up-to-date on technical SEO?
What does this look like in practice?
  • Your navigation is simple and straightforward.
  • You have a healthy mix of direct and transitional calls-to-action (CTAs) to capture buyers no matter where they are in the journey.
  • Your website is responsive to all screen sizes.
  • You focus on ease of use over trendy aesthetics. Always.
Question 3
Does your website deliver an excellent user experience?
What does this look like in practice? 
  • You have at least one tool that allows users to self-identify.
  • Your site has qualification tools such as price estimators or ROI calculators.
  • Users are able to curate content to their specific needs or wants.
  • You collect this information and actively use it to improve their overall user experience.
Question 4
Does your website make it easy for users to buy from you?
What does this look like in practice?
  • Your most important pages have at least one video.

  • Your images aren’t stale or stocky; they add value to the content.

  • Your site has visual social proof that enables users to feel confident in their purchasing decision.

Question 5
Does your website’s visual content build trust with buyers?
What does this look like in practice?
  • Your buyers can easily find the content they’re looking for.
  • Buyers can search for specific types of content.
  • You have an actual place called “Learning Center” where your most valuable content lives, and this is housed in your main navigation.
Question 6
Is your website easy to navigate?
What does this look like in practice?
  • You leverage user data and analytics to make decisions on how to improve the user journey.
  • You’re constantly looking for areas of improvement through testing and iterating.
  • Your team understands how to leverage heatmaps, scrollmaps, and other tools to improve your website.
  • You can tie your website’s performance to your financial health.
Question 7
Do you consistently use data to make your site better?
What does this look like in practice?
  • You have a dedicated team member who "owns" your website, the data, and its ongoing improvement.
  • You can update your website without the need of an agency or freelancer.
  • You have quarterly planning meetings to map out your goals and tasks and how you'll execute them.
  • You live with the mantra, “What can be better?”
Question 8
Is your website seen as a “living thing” that is always growing and improving?
What does this look like in practice?
  • You understand that your website should be your best salesperson and should educate your audience.
  • You’ve made it incredibly easy for your buyers to schedule meetings with your team.
  • Someone can come to your site and get an understanding of your sales process.
  • Pricing information is in your navigation, and you have made it accessible from any page on your website.
Question 9
Does your website provide visitors with everything they need to become customers?
What does this look like in practice?
  • Everyone on your sales, marketing, service/product, and leadership teams has been trained on the best practices and importance of your company’s website within the last 12 months.
  • A feedback loop has been established for sales, service/product, and leadership to support the marketing team in their efforts with the website.
  • When changes are made to your website, everyone knows what you’ve done, when you’ve done it, and the purpose behind it.
  • Everyone knows the results you’re seeing from your website’s performance.
Question 10
Does everyone at your company understand the importance of the website?