Effective AnalysisWebsites don't exist in isolation. The competition is always just a click away. How can you make sure yours is the site that wins the hearts, minds, or dollars of visitors? An insightful, detailed competitive analysis can make the difference between a site that delivers or one that sits unused.
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Website Competitive Analysis
After studying websites over the past few years, one thing has become evident. Excellent sites have great design and navigation. An organization that puts effort into developing a site where it is easy to find information also understands the importance of providing solid content and functionality. The redesign of a website is a prime opportunity to step back and analyze the business objectives of their website and overall internet efforts and develop a long-term plan for getting the most from this communications channel.
When conducting website competitive analysis, I choose a mix of local competitor websites and non-local healthcare leadership award winning hospital websites in order to give best basis for comparison and improvement. Each site chosen had similar markets, services and value propositions.
I rate the chosen websites on six specific criteria and also on overall website experience. This was an analysis between high quality sites at the “leading edge” of website design. The judging criteria was very tough. Being a top contender in website usability is recognition of a total commitment to the pursuit of website excellence. It represents an outstanding website with a very high standard of design, accessibility, content, originality, professionalism & effectiveness.
To compete successfully online, I found that companies must maximize their web presence. This means leveraging their website, integrating online and offline marketing efforts, and communicating effectively online. Online marketing is marketing. Like all successful marketing efforts, they must develop a clearly defined goal for their website.
