by Tom Snyder on Nov 30, -0001


We’ve had a lot of customers who have been wondering what they can do to increase the success of their Web sites. In response, here’s a test to see if you’re doing all you should be to help your Web presence live up to up to its potential.

Take out your business card. Is your Web address (URL) on it? If so, give yourself 10 points. If not, subtract 10 points.

Is your email address on it? If so, add 10 points, if not, subtract 10 points.

Is your email address one that includes an ISP (aol.com, msn.com, execpc.com, or anything other than yourname@YOURDOMAIN.COM)? If, so, subtract 5 points.

Multiply this total by the number of employees who have business cards that contain similar information. Multiply that by the total number of cards all of those employees hand out in a year.

Go get a piece of your letterhead or stationary. Is your Web address (URL) on it? Give yourself 10 points. If not, subtract 10 points.

Is your email address on it? If so, add 10 points, if not, subtract 10 points.

Is your email address one that includes an ISP (aol.com, msn.com, execpc.com, or anything other than yourname@YOURDOMAIN.COM)? If, so, subtract 5 points.

Multiply that total by the total number of pieces of mail using all the different versions of your letterhead or stationary that goes out of your office in a year.

Go get a copy of a sample invoice that you send out to your customers. Is your Web address (URL) on it? Give yourself 10 points, if not, subtract 10 points.

Is your email address on it? If so, add 10 points, if not, subtract 10 points.

Is your email address one that includes an ISP (aol.com, msn.com, execpc.com, or anything other than yourname@YOURDOMAIN.COM)? If, so, subtract 5 points.

Multiply this by the number of invoices that go out of your office in a year.

If your company uses cash registers, go find a sample cash register receipt. Is your web address (URL) on it? Give yourself 10 points, if not, subtract 10 points.

Is your email address on it? If so, add 10 points, if not, subtract 10 points.

Is your email address one that includes an ISP (aol.com, msn.com, execpc.com, or anything other than yourname@YOURDOMAIN.COM)? If, so, subtract 5 points.

Multiply this by the number of cash register transactions you perform in a year.

Go get copies of all your company’s promotional materials. Is your Web address (URL) on every one of them? If so, give yourself 10 points for each one that contains it.

Is your email address on it? If so, add 10 points for each one that contains it.

Is your email address one that includes an ISP (aol.com, msn.com, execpc.com, or anything other than yourname@YOURDOMAIN.COM)? If, so, subtract 5 points for each one that contains it. Multiply this by the number of promotional items you give out in a year.

Do you use outdoor advertising to promote your company (Billboards, Bus-boards, Shelter Boards, Posters, Stall-tactics, etc.). Is your web address (URL) on it? Give yourself 10 points, if not, subtract 10 points. Multiply this number by the gross impressions your rep is guaranteeing.

Do you use radio or Television for advertising? If so, do you include your Web site address in every ad? If so, give yourself 10 points, if not, subtract 10 points. Multiply this number by the gross impressions your rep is guaranteeing.

Do you use Print Advertising to promote your company? If so, do you include your Web site address in every ad? If so, give yourself 10 points, if not, subtract 10 points. Multiply this number by the total circulation of the publications your ad runs in.

Do you use classified ads to find new employees? If so, does it contain your Web address? If so, give yourself 100 points, if not, subtract 100. If it contains the email address of your personnel director, add another 100 points, if not, subtract 100. Does your site provide potential employees the ability to see current openings and submit a resume electronically? If so add 100 points, if not, subtract 100. Multiply this number by the total number of openings you’ve posted in the last year.

Open your Yellow Pages. Does your listing include your Web site address? If so, give yourself 10 points, if not, subtract 10 points. Multiply this by the number of Directories distributed in your community.

Do you have a vehicle fleet? Is your company logo on the side? Does it include your Web site address? If so add 10 points. If not, subtract 10 points. Multiply this by the number of people who have seen your vehicles on location or passing by in the past year.

Does your site come up in a search for your company name in the search engines? Give yourself 100 points for each search engine that it comes up in, subtract 100 for each that you don’t. Give yourself another 100 points if you come up in a keyword search for your primary product or service. Subtract 100 for each in which you don’t. If you come up number 1, add 1000. If your most serious competitor comes up higher than you, subtract 1000.

Do you have any links from other sites on the ‘Net? Add 100 points for every one. Check your access report and add 100 points for every person who came to your site via one of these links in the past year.

Are you running banner advertising on any other sites or search engines? Add 200 points for each one you run. Check your access report and add 100 points for every person who came to your site via one of these links in the past year.

Are you maintaining an email list of people who have been to your site? If so, add 5 points for every name on that list. Multiply that number by the number of months in the past year you’ve sent them an email (newsletter, invitation to come back to the site, etc.). Multiply the first number by the number of months in the past year you didn’t sent them an email, and subtract that figure.

How many months have passed since you’ve updated your site? Multiply this number by 100 and subtract that figure.

If you didn’t actually total your score, subtract 1000 points. If you did, add 1000.

Your score:

Positive Numbers mean that you’re taking your site and your business seriously. The larger the number the better! We’d wish you good luck, but you’re making your own.

Negative Numbers simply mean that you really don’t understand the importance of promoting your site, or you’re not sure you want your business to be successful. You may want to consider the advantage your competor has and add some of the suggestions or risk being put out of business by a serious competitor. The larger the negative number, the sooner you should do it.