website evaluation - executive guide

Evaluating Your Website :An Executive ’s Guide

i c t u s m a r k e t i n g . c o m

BUSINESS OBJECTIVES DRIVE WEBSITE DESIGN

www.ictusmarketing.com n [email protected] n phone: 909 583 3045 2

ICTUS STRATEGIC MARKETINGFor a long time, I thought the only thing I was built to do was teach and play music. Then I fell into a marketing position for a non-

profit ministry that took me to three different continents and an MBA degree. I’ve been hooked on marketing ever since. After

working within companies and not-for-profit organizations for nearly a decade, I decided to start my own firm. I wanted to work

with more clients and a greater variety of marketing challenges. If you’re reading this guide, I started Ictus for people like you.

My experience in teaching has greatly influenced my perspective on marketing. Companies that are focused on teaching people

new things about themselves or their industry are ahead of the marketing game. People no longer wait for information to come to

them. They go and get it. And the companies that build websites that teach, provide insights, or otherwise make themselves useful

are going to win the trust and purchase decisions of their market.

Thanks for downloading this guide. I hope it helps you think about your website differently. If you have questions or if you think I

might be able to help you in any way, please don’t hesitate to contact me. I want to help.

– Mark Leonard, Principal


How to Use This Guide

Strategic Elements

Visual Elements

Content Elements

Functional Elements

User Interface Elements

Search Engine Optimization

Website Assessment Scorecard

CONTENT5

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I wrote this guide for business owners and executives who

know they should be thinking strategically about their web-

site, but have never taken the time to dig into the question,

what makes a website effective?

My purpose is to be helpful, to give you value. Delivering val-

ue is a core principle at Ictus Strategic Marketing. It’s the rea-

son I started the business. It’s why I want to work with clients.

If you’re not delivering value to your target customer, you’re

not really marketing anything. Your website has everything

to do with delivering value to your customer and therefore, it

should be a big part of your strategic marketing plan.

If your company has a website that needs an update, but

you don’t know where to begin, this guide is for you. If you’re

starting a new company and you’d like to build a website, but

you don’t know how to think about what makes a website

effective, this guide is for you. Reading through this docu-

ment will help you understand what is important in modern

website development. It will also help you communicate your

needs to the web designer and developer that you hire to

build your site.

Evaluating Your Website: An Executive’s Guide takes you through

six primary elements to consider when evaluating your web-

site. Each primary element is broken down into smaller sub-

elements that will help clarify how to use a website as the

homebase in your online presence, and speak the same lan-

guage as your web development team.

Once you understand these six elements, use the scorecard

at the end of this document as an evaluation tool to evaluate

your company website.

If you have questions after reading these pages and thinking

through the current state of your website, call me. I’m here to

help. And if you’re wondering if you should hire Ictus Strate-

gic Marketing to help you align your website with your busi-

ness objectives – the answer is yes, you should.

ICTUS MARKETING PRINCIPLE:

DELIVER VALUEMarketing is more than interrupting your target market with messages. If you’re not delivering value, you’re not really marketing anything.

HOW TO USE THIS GUIDE


Strategic ElementsLEAN YOUR LADDER AGAINST THE RIGHT WALL

Clarity of PurposeYour website should be purposeful. You should know why

you need it, who it is for, and how you would like to use it to

help meet your business objectives. There should be perfor-

mance metrics that you are tracking against your website’s

goals. This is the first and most critical step in designing an

effective website. Do you know the answers to these ques-

tions?

• Which business objectives is your website meant to affect?• For whom is your website built?

• What value does your website deliver to your target market?

Tracking There are a lot of tools to track basic website performance.

Use one of them, but make sure you are tracking metrics that

are relevant to your business’s goals. Do you have a set of

performance metrics that you are tracking?

Performance Against ObjectivesYou’re in business to help people (I hope) and make money (I

would guess). Why take the time and spend the resources to

build a website if it doesn’t directly affect what you’re trying

to do in your business? Your website is basecamp for your

online presence. Every other online channel – social media,

PR, email – should lead people back to basecamp. All roads

should lead to your website. Why? Because that is where you

can tell your story and deliver the most value to your target

market.

Do you know how your website is currently performing

against the goals and purpose that you set for it?

CAMPAIGN WEBSITES Campaign websites are built with a laser focus on purpose

and reaching objectives. They are built to engage people

in their campaign, collect email addresses, collect dona-

tions, and clarify their political platform. There’s too much

at stake for politicians to create a fuzzy, indistinct website.

Business executive should strive for this type of clarity.


A website’s appearance is often what most people (includ-

ing most executives) focus on when evaluating a website. You

are not wrong to think about the appearance of your website.

It should be appealing and easy to look at. The mistake is to

fail to think through how the visual elements of your website

tell your brand’s story consistently and effectively.

The visual elements of your site should be strategically fo-

cused on consistently communicating your Brand Vision.

Your Brand Vision is how you would like your customers to

think about your company. A strong brand is an asset that is

difficult for competitors to imitate, and thus provides a dura-

ble and sustainable advantage. A brand is more than a logo.

A brand is a place in the consumer’s mind full of associated

meanings that are triggered when they see your website,

your logo, or your company name.

Is there anything inherently “safe” about the Volvo logo? No,

but that’s what you think of when you see the Volvo logo.

What about Apple? What comes to mind when you see the

Apple logo – a fruit with a single bite out of its side? The an-

swer probably depends on how you already feel about the

Apple company. Are you an Apple Fan or an Apple Hater? The

brand’s meaning comes from your experience with the com-

pany and its products, not from the logo itself.

ColorsColors should match the corporate color palette to support

brand recognition and recall. If you have purchased a stock

website template this issue will require some time and effort

to align with your company’s brand identity.

Visual ElementsTELL YOUR BRAND’S STORY AND CREATE A DURABLE STRATEGIC ADVANTAGE OVER THE COMPETITION

If you’re looking for a guide to help you be more strategic about your brand identity and how to make it a

stronger asset for your company, ask me to send you my Brand Development Guide. It’s a quick 7-question

document that will help you think about what your brand communicates to your target market.

Do you see a logo? No. But you probably know what brand this is.


TypographyThe fonts of the website should be con-

sistent throughout, and should be part

of your company’s corporate brand

identity. Avoid using more than two

typefaces.

ImagesIt’s not a matter of how many images

are on each page of your website. De-

pending on your industry and the story

you are trying to tell, your website may

be image heavy or image light. But all

websites should use images effectively

to meet the website’s strategic objec-

tives. Are you using images to tell your

brand’s story? Are the images blatant

stock images that communicate noth-

ging in particular? Would your target

audience see themselves in the images

on your site?

VideoWhen used well, video can be a dynam-

ic and engaging element in your web-

site. When used poorly, it can distract

from your site’s goals. Are the videos

on your website supporting other con-

tent, and are they relevant to what the

user is searching for or trying to learn?

Your Brand Vision is how you would like your customers to think

about your company. A strong brand is an asset that is difficult

for competitors to imitate, and thus provides a durable and

sustainable advantage.

Your Logo is NOT your brand

Your logo is the visual mark that, over time, will

bring to mind all of the experiences (good or bad)

that customers have with your company. It will trig-

ger associations in your customer’s mind. It is only

part of developing an effective brand strategy.

FREEDOM Harley Davidson wants you to believe that

when you ride their motorcyles, you will

feel free – free of rules, problems, respon-

sibilities. Every image, video, and color on

their website is selected to support this

brand message.


ContentElementsIT’S THE REASON PEOPLE COME TO YOUR WEBSITE, DON’T DISAPPOINT THEM

Use your content wisely when you build your website. Too

many executives fail to be purposeful with the content they

use for their site. Instead they throw up some tired, old text

from the print brochure they made three years ago because

they know they have to have something – anything – up on

their site.

The content on your site should help your customers, tell

your brand story, teach people something they want to learn,

and deliver value. Don’t waste people’s time with content that

has no purpose.

VideoVideo is important for today’s websites to be effective. Pe-

riod. Full stop. Are you using video to tell your brand story,

educate your audience, add value to your market? If you are,

great! It’s very likely helping people find your website through

search engines like Google, Bing, and Yahoo, too.

About Us SectionThis is an important section of your website, because it is one

of the first places a person will look to learn about you and

decide whether you are the answer to their question. This

section should actually be more about your target audience

and their needs than about you. Does your about section give

insight into how you can help your customer segments? Have

you made it about them and their needs rather than about

you?

CopywritingAll of the copy on your website should be written by someone

who has a talent for communicating through writing. Most

likely, all of your leads and most of your customers will go


SIT OR SQUATCharmin will tell you where to find the

nearest public restroom

Charmin, the ones who make toilet paper, provides an

excellent example of youtility. They created a mobile

app that will locate the nearest public restroom with

information on whether it is “sit-worthy” or “squat-wor-

thy”. Now that’s useful marketing.

to your website and read a portion of it. Based on what they

read, they will form an impression of your qualifications to

help solve their problem. Your website is an important piece

of writing for your business. The writing should be free of

typos and mistakes in grammar. It should be as concise as

necessary, and above all, it must communicate effectively. No

fluff!

RelevancyOne of the fastest ways to convince website visitors that your

company is not the solution they are looking for is to serve

them irrelevant content. Think of how hard you’ve worked to

lead people to your site only to disappoint them with stuff

they care nothing about.

If you’re like most businesses, you’re not a one-trick pony.

You sell different things to different types of customers. So

think about how you can build content into your site that

speaks to your various customer segments.

Think about why each customer segment is coming to your

website. A car dealership will have people coming to the web-

site to shop for cars. But other people will come to the site

to learn about regular maintenance and repairs that can be

done at the dealership. Still others may come to the site be-

cause they want to know what kind of financing is available

for them. A wise dealership owner will make sure there is

relevant content for each type of visitor.

FreshnessThis is an easy element for companies to evaluate, and there-

fore, it’s one of the easiest elements to criticize. But remem-

ber, your site is built for your target audience, not for you.

Evaluate your site’s freshness from their perspective, not

yours.

For example, maybe some of the images on your site are 18

months old and they feature employees who are no longer

with the company. Will your target audience know or care?

There’s no real need to devote resources to updating those

images. However, if the information on the site has changed,

or if the images appear dated and irrelevant, then it’s time

to freshen things up. Key questions: Is your site promoting

events that have passed? Does it have a “What’s New” page

with content older than three months? Does your site look

like it was designed more than four years ago? Is it mobile

responsive?

YoutilityYoutility is a marketing book written by Jay Baer. I’m steal-

ing this concept from him. In essence, Baer argues that good

marketing is useful. He writes, “What if instead of trying to be

amazing, you just focused on being useful?”

Have you built a website that you believe will be useful to your

market? If not, then you’re just like everyone else, and that’s

exactly where you don’t want to be. Be different. Help people –

for free. That’s how you’ll emerge from the middle of the pack.


FunctionalElementsNOT JUST A PRETTY FACE: MAKE YOUR SITE WORK FOR YOU

You don’t hire people to stand around your office and look

pretty. Nor should you build a website that doesn’t work for

you. Of course your site’s purpose includes brand strength-

ening, market positioning, and education; but it should also

do some heavy lifting.

Your website should collect data and give you information

about who your next customer might be. It should sell some-

thing for you, make transactions, or qualify leads. Your web-

site is part of your sales team, and it’s time to expect it to

perform that way.

So as you evaluate your website, ask yourself how many leads

the site has collected for you in the last month? Is it giving you

information that allows you to act on potential new business?

If you’re not satisfied with your site’s sales performance,

there are some basic tools to consider adjusting – lead hooks,

calls to action, and forms. Do you have them? Are they work-

ing properly? Can they be improved?

Lead HooksLead hooks are incentives for users to engage with you in ex-

change for their contact information. Downloadable papers,

guides (like this one), slideshows, and e-books are common

examples. Depending on your business, you may also want

to offer personal consults, a physical gift, product samples,

or a purchase discount. It should go without saying that YOU

MUST HAVE CONTENT WORTH GETTING. So start there.

Do you have effective ways to incent your target audience to

take another step toward your company? Are you measuring

the performance of those incentives?

Calls to ActionDoes every page have a call to action? It should. Every area

of your website should invite users to engage a little further

with your company. They should be invited to dig deeper

into the site, share something with their network, download

something for free, read more about a topic, subscribe, or

pick up their phone and call someone from your company to

talk about their issue 1-on-1.

It is a mistake to believe that the only action worth asking

for is a purchase action. This is not true, and operating un-

der this mindset will hurt you in the long run. Instead, use

a framework called, See-Think-Do introduced by marketer,

Avinash Kaushik.

The See-Think-Do framework segments your website visitors

into three different consideration stages:

• See Stage – This person is browsing. They are not looking for anything in particular, and they are just bumping into


Modative ArchitectsThis architecture firm in Los Angeles uses HubSpot, a paid online marketing tool, to deliv-

er free downloadable resources to website visitors. According to Hubspot, the company

has nearly tripled its site traffic and dramatically increased the number of leads they get

from their website.

Their formula: Create content people want, package it in digital form (lead hook), create

forms to capture information, and ask people to take action on every page of their site.

products and/or services that look interesting to them.• Think Stage – This person is at the point where they are

thinking about getting the thing that you sell. In other words, they are researching, collecting information from various sources, and beginning to evaluate options.

• Do Stage – This person is ready to buy. They know what they want. It’s time for a transaction.

When you look at each area of your website, are there calls

to action for each of the three consideration stages? To dig

into this framework more deeply, please read Avinash

Kaushik’s original post.

Asking people to take another step is an important function

of your website. You should be think-

ing about how every square inch of

it encourages people to take action

whether it’s to click on another link,

subscribe to a newsletter, or add

something to a cart.

FormsIf you’ve created a website that is

more than just a brochure on the

internet, then you will likely use a

few forms. We’ve all filled out online

forms to subscribe to something, get something free, or com-

plete a purchase.

You should be using forms as a way to capture information

about the visitors who are most interested in what you have

to offer. How do you know they are interested? Because

they’re willing to take the time to fill out a form to get some-

thing from you.

Do the forms on your site work? Do they pass the collected

information to the appropriate database or email address?

Are they easy to use and as brief as possible? Will they work

well on any device?

Content WorthGettingHelp People

Lead Hookse-books, consults,guides

Call to Action

Subscribe, Share,Follow, Buy

InformationExchange

Forms

Unlock YourLead Generation

Machine


There are some websites that are just frustrating to deal with.

It’s difficult to find things, or it’s difficult to get back to where

you were just a couple of clicks ago. Or you notice that the

site just looks wrong – images are cut off or they’re on top of

the text that you’re trying to read. If you’re on one of those

frustrating websites, you’re probably not going to stay long.

These are problems that most executives are not equipped

to solve. Nevertheless, every executive should be ready to

recognize them and find someone who is capable of solving

them. If you don’t, you are losing leads and customers with-

out even knowing it.

Mobile OptimizationThe verdict is in and mobile is here to stay. Your target mar-

ket uses their cell phone or tablet to access the internet. I

guarantee it.

Your site must be optimized to look good, function properly,

and be easy to use on any device. Not long ago, companies

would have to create two websites – one for traditional desk-

top computers, and a second for the small screens on mobile

phones. This is quickly going out of style, however. For most

companies, a single website that has been made to be mobile

responsive is the right choice.

A mobile responsive website adjusts according to the di-

mensions of the screen it detects. It’s like squeezing a bag of

marbles. The marbles slide around each other to find a new

space as the shape of the bag changes. On a mobile respon-

sive site, the layout of the content adjusts and rearranges it-

self automatically depending on the screen’s size.

In addition to giving people a good website experience on

their phone, now is the time to consider whether you might

be able to help your target market with a mobile app. In some

industries, consumers prefer to interact with a company

through an app on their phone rather than a full website.

Do you have a mobile responsive website? Do you have one

or more functional apps for your company? As far as prepar-

ing for an internet on any device, yesterday was on time; to-

morrow is too late.

It’s one thing to lose a sale and know exactly why. But it’s deadly to lose sales without even knowing it. The

experience that people have with your website can make or break your chance at converting them into a

customer. Take the time to evaluate how easy it is for your typical customers to use your website.

User InterfaceElementsMAKE IT EASY FOR VISITORS TO INTERACT WITH YOUR COMPANY THROUGH YOUR WEBSITE


NavigationGetting around on your website should be easy and intuitive.

Each page of content should lead to further pages of interest

logically. Whether you have a large website with hundreds of

pages or a small site with a couple dozen pages, the naviga-

tion should progress naturally.

BreadcrumbsBreadcrumb links help people understand where they are in

the site’s navigation map. They are an aid to people who find

themselves deep inside a website. The breadcrumbs help

them return to a higher level in the site hierarchy.

This can reduce the number of steps it takes for a person to

get to a previous page or section of the site, which may im-

prove the user’s experience and encourage them to dig into

more content.

There is some debate over whether breadcrumbs are still

necessary or stylish. There are other ways to help people find

their way back to previous sections of a complex site. In the

end the priniciple is to make it easy on your website visitors.

Browser RenderingEvery website, underneath its hood, is simply a set of in-

structions to the browser (Internet Explorer, Firefox, Safari,

etc.). The instructions tell the browser how it should display

the content. And every browser reads those instructions a

little differently. So it’s important to check that your site is

displayed properly on all of the popular browsers. Have you

looked at your website on 2-4 different web browsers? Do

they look good and function correctly on all of them?

This represents a 35% year-over-year

growth of tablet owners in the U.S. This

trend shows no sign of slowing down.

With the majority of Americans using

their phone to go online, every business

website must be mobile optimized.

Specifically, this is the number of U.S. cell

phone owners who use their phone to de-

cide whether to visit a business.

39%Americans who own a

tablet in 2014

63%U.S. cell owners who use

phone for web access

70%Use phone to get info on

a specific business

More than 6 in 10 Ameri-cans Own a Smartphone

According to Edison Research, 61% of Americans 12+ now own a

smartphone—up from 53% in 2013 and 44% in 2012. “For Millions of

Americans, the smartphone has become the first screen.”

– Tom Webster, Edison Research

Source: Pew Research Internet Project, Mobile Technology Fact Sheet


Search EngineOptimization

People find websites by using search engines. So it’s impor-

tant to build a website with awareness of the principals on

which the search engines operate. Notice that I did not say

that websites should be built for search engines. Websites

should be built for people. People make customers, not

search engines.

Search Engine Optimiation (SEO) is an elusive animal to hunt

with any long-term consistency. Why? Because the major

player, Google, is continuously re-jiggering its algorithms.

Google makes rules that SEO experts start to follow and then

Google changes the rules. This happens almost weekly.

In addition, the whole idea of a search engine is becoming

more and more complex. When asked to name three search

engines, most of us will list Google, Yahoo, and Bing as the

first to come to mind. But there are lots of other “search en-

gines” that are used by millions of people every day.

Youtube, iTunes, Yelp, and even Siri on your iphone – these

are all engines that help us search for information online.

Once you start thinking about all of the ways in which we look

around for information on the web, you begin to see the SEO

game as one that cannot be won easily or with any degree of

long-term certainty.

For this reason, I recommend that businesses create great

websites that help people in their target market solve prob-

lems. This is, by far, the most sustainable way to get the

search engines to like you.

That said, there are some best practice standards to be aware

of when you are evaluating your website’s SEO strength.

When done correctly, these elements will simply help search

engines understand what your site is all about so that it can

do its job – help people who are searching for specific infor-

mation (maybe your information) on the web.

Never buy into any tactic that is meant to trick search engines

into ranking your site higher. It won’t work. There are armies

of really smart engineers whose only job is to sniff out those

tricks and thwart them by changing the rules.

Headers & SubheadersOne of the elements that most search engines are looking for

on a site is the text of headers and sub-headers. If used prop-

erly, headers and sub-headers summarize and organize the

content on a webpage. Therefore, search engines use head-

BE AWARE OF, BUT NOT A SLAVE TO THE RULES OF SEO

Don’t buy into any tactic that is meant to trick search engines into ranking your site higher. It won’t work. There

are armies of really smart engineers whose only job is to sniff out those tricks and thwart them by changing the

rules. Create a website that helps people. The search engines will reward you for it.


Google Algorithm Changes

Google changes its search algorithm 500-600 times

every year. You can find a chronological list of all of

Google’s updates beginning in 2000 at MOZ.com.

Keep up with the latest updates in search news

from the resources on the left.

ers and subheaders to figure out what the page is all about.

Is your site using headers and sub-headers to call out or or-

ganize important information? Is it using the proper coding

elements – h1, h2, h3 to do so?

Sitemap.xml FileA sitemap is a file that lists all of the pages on your website

and shows how they’re organized. Google and other search

engines may read the sitemap file to better understand your

website, which may help your site rank better in the search

results. Google recommends sitemaps for websites that are

new or very large.

Use of SchemaSome of the big search engine companies got together to cre-

ate a standardized way to include information about websites

that their robots can understand. They call this information

Schema. It’s data that you don’t see on the front of a website,

but it’s there – hiding and waiting for a search engine spider

to come across it. It’s like a dog whistle for search engines.

Schema is not a silver bullet for page one ranking on search

results (there is no such silver bullet, by the way), but it can

help in the long run. Think of it as a best practice in website

building. Does your site have Schema data under its hood?

Performance OptimizationA highly optimized website runs smoothly and quickly. The

pages and images load quickly and are cached whenever pos-

sible. Search engines like sites that are optimized for speed.

How would you grade the speed of your website?

KeywordsSearch engines look for keywords on each page and each ar-

ticle of content you post on your website. There is a lot of dis-

cussion regarding how much weight Google and other search

engines give to keywords these days, but there is no doubt

that using appropriate keywords for your content is a best

practice in website maintenance. Are you taking the time to

add keywords to your content?

URL StructureAre your page urls logical and readable? Were they created

for humans to read? Search engines smile on urls with real

words and simple structures, while they frown on urls with

a mess of symbols that don’t make sense to a real person.

Meta Titles & DescriptionsLike keywords, meta titles and descriptions are types of in-

formation that search engines use to understand what your

website or webpage is all about. It takes a little effort, but

taking the time to write descriptions and meta titles for each

page of your website is a best practice. This information may

not have an immediate or direct impact on your site’s rank-

ing, but it is probably the information that will display on a

search results page when it is found, so it is wise to put some

thought into writing these descriptions.


WEBSITE ASSESSMENT SCORECARDPrint This Page

Using a scale of 1-10, rate each element of your website. If you don’t know, circle the 1. Refer to the previous pages to clarify ex-

actly what you’re evaluating for each element. If the element is more of a yes or no answer (eg. does your site use breadcrumbs?

yes/no), circle the 1 for “no” and the 10 for “yes”.

Graph your category averages on the next page.

Strategic Elements

Rating (Circle One)

Very Poor Very Good

Clarity of Purpose 1 2 3 4 5 6 7 8 9 10

Tracking 1 2 3 4 5 6 7 8 9 10

Performance Against Objectives 1 2 3 4 5 6 7 8 9 10

Average:

Visual Elements

Rating (Circle One)

Very Poor Very Good

Colors 1 2 3 4 5 6 7 8 9 10

Typography 1 2 3 4 5 6 7 8 9 10

Images 1 2 3 4 5 6 7 8 9 10

Video 1 2 3 4 5 6 7 8 9 10

Average:

Content Elements

Rating (Circle One)

Very Poor Very Good

Video 1 2 3 4 5 6 7 8 9 10

About Us Section 1 2 3 4 5 6 7 8 9 10

Copy Writing 1 2 3 4 5 6 7 8 9 10

Relevancy/Youtility 1 2 3 4 5 6 7 8 9 10

Freshness 1 2 3 4 5 6 7 8 9 10

Average:

Functional Elements

Rating (Circle One)

Very Poor Very Good

Forms 1 2 3 4 5 6 7 8 9 10

Calls to Action 1 2 3 4 5 6 7 8 9 10

Lead Hooks 1 2 3 4 5 6 7 8 9 10

Average:


10

9

8

7

6

5

4

3

2

1

Strategic Visual Content Functional User Interface SEO

Aver

age

Cate

gory

Sco

re

Evaluation Elements

Graph Your Category Averages

User Interface

Rating (Circle One)

Very Poor Very Good

Mobile Optimization 1 2 3 4 5 6 7 8 9 10

Navigation 1 2 3 4 5 6 7 8 9 10

Breadcrumbs 1 2 3 4 5 6 7 8 9 10

Browser Rendering 1 2 3 4 5 6 7 8 9 10

Average:

SEO Rating (Circle One)

Very Poor Very Good

Headers & Sub-headers 1 2 3 4 5 6 7 8 9 10

Sitemap.xml file 1 2 3 4 5 6 7 8 9 10

Use of Schema 1 2 3 4 5 6 7 8 9 10

Performance Optimization 1 2 3 4 5 6 7 8 9 10

Keywords 1 2 3 4 5 6 7 8 9 10

URL Structure 1 2 3 4 5 6 7 8 9 10

Meta Titles & Descriptions 1 2 3 4 5 6 7 8 9 10

Average:


THANKSI hope reading this guide was helpful. Writing it helped me clarify my thoughts on corporate websites as part of a company’s mar-

keting mix. Thank you very much for taking time to read this guide. If you have any feedback or suggestions for improvement, I

would love to hear from you.

Please send an email to [email protected] or give me a call at 909.583.3045 and tell me what you think.

If you listen to podcasts, please consider adding the Ictus Marketing Podcast to your play list. I have a blast doing the podcast. It’s

about business, marketing, entrepreneurship and anything else that interests me. If you have a suggestion for a topic or podcast

guest, I want to hear about it. I’m always up for interviewing new and interesting people on my show.

Finally, if you’d like to connect with me on Twitter, my handle is @mark_leonard. I’m also on Linked-In, but I usually connect only

with people that I’ve met in person already. Perhaps that’s a good excuse for us to grab coffee sometime.

Thanks again for supporting what I’m trying to do with Ictus Strategic Marketing. I hope to hear from you soon.

– Mark Leonard, Principal


change direction

website evaluation - executive guide

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