Question 1
Everyone in our company, from leadership to front-line employees, understands the job of our website is to be our best salesperson, and we’ve dedicated resources to maintaining it.

Why this is important
What alignment and ownership look like in practice:
  • You have someone who is responsible for managing and optimizing your website by reviewing data and running experiments, with goals based on measurable business outcomes.
  • You’ve established a feedback loop for sales, service/product, and leadership to support the marketing team in its efforts on the website.
  • The sales team understands the value of having self-service tools on your website and how it leads to more qualified buyers.
  • When big changes are made to your website or user flow, everyone knows what you’ve done, when you did it, and the purpose behind it.
  • Your team has the ability to make the majority of edits to your website.
Question 2
Our website is focused on educating buyers by answering their most important questions in a clear, concise manner.

Why this is important
What buyer-centric content looks like in practice:
  • Your content provides honest, unbiased answers to the most important questions your buyers are asking.
  • You have a learning center in your main navigation that holds the most important resources your buyers need.
  • Your writers are adamant about positioning the buyer as the hero and your company as the guide. You understand that you only play a small part in their larger journey, and your website copy reflects that.
  • You transparently outline your exact sales and service processes — both in text and in video.
  • You note both the good and the bad of your offerings so that prospects leave your website fully understanding their options.
Question 3
We focus on creating a frictionless user interface and experience that enables the buyer to easily find the solution to their pain.

Why this is important
What a great user experience looks like in practice:
  • Your navigation is simple, and users can easily find what they need. Any links that are not critical to conversion are placed in your footer.
  • Your website has calls-to-action specifically placed to help guide buyers in their journey. These include direct and transitional calls-to-action.
  • The website is responsive to all screen sizes, and you can tailor the experience for each device.
  • Your website is aesthetically pleasing, but never sacrifices performance for flashy designs or animations. You understand the best practices for UX and your brand’s design guidelines, and you use them to create a consistent user experience.
  • Your website meets base-level Americans with Disabilities Act (ADA) accessibility guidelines so all users have access to the same information.
Question 4
We’re actively monitoring and optimizing our website to get the maximum value from the content we’re creating.

Why this is important
What search engine optimization looks like in practice:
  • Every webpage has metadata that is user-focused and optimized for search.
  • You leverage schema markup to the maximum extent possible, and you’re staying on top of your technical SEO site health with a tool like Semrush.
  • Your site ranks well in Google Page Speed Insights. You have mobile scores of at least 60 and desktop scores of at least 80 on your most important pages and articles.
  • You monitor and track keyword rankings.
Question 5
Our team understands how to collect, analyze, and take action on the most important data sets we have available via our website and does it regularly.

Why this is important
What smart data analytics looks like in practice:
  • You’re tracking data on how your team uses your website content in the sales process so you can better optimize the sales cycle.
  • You frequently leverage user data to make decisions on how to improve the user journey.
  • You’re constantly looking for areas to improve conversions and user journeys through testing and iterations.
  • Your team understands how to leverage heatmaps, scrollmaps, and other tools to improve your website.
  • You can clearly tie your website's performance to your financial health. It’s clear how your website generates revenue for your business.
Question 6
Buyers have a dedicated experience that enables them to self-qualify without needing to contact us so they can easily curate content to their needs.

Why this is important
What self-service looks like in practice:
  • Buyers can self-qualify on your website and complete as much of the sales process — touchlessly or virtually — as possible.
  • Pricing is in your navigation, is talked about in an easy-to-understand, no “smoke and mirrors” way, and you have made it accessible from any page on your website.
  • If your prices aren't simple and straightforward, buyers can get a clear sense of pricing on your website by using tools like price estimators and ROI calculators.
  • Buyers are able to curate content to their specific needs and narrow down their buying options quickly and easily.
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