Problem: internet marketing can be complicated, and asking an internet marketing agency to evaluate your site can be a hassle because they can give too much detail.
Solution: a scale that quickly, simply measures 4 key components of any webpage.
1. Text brevity and meaning- how well does the text communicate the meaning of the page?
2. Image brevity and meaning- same criteria.
3. Design congruence- does the site match the message?
4. Call to Action- is it obvious what users should do?
Each factor is rated from 0-3:
Notice there is no middle ground. This is not to be a deeply insightful tool, but a very quick analysis tool.
Text, image, and design can have between 0-3 points each. Call to action is double weighted, for a possible 15 points.
Let’s do a test run on our homepage, Portent Interactive:
1. Text: 2. The headlines are specific and interesting to a defined audience. There is not too much text- just enough for the reader to be interested.
2. Image: 1.5. The main image is text on a background, and the secondary image is the Google Adwords Certified logo. This is okay for what we do, but what about who is behind the company? A picture of the CEO with a quote about what his firm does could earn a 3.
3. Design: 2. The design communicates the message that we are professionals who know what we are doing. Many clients and prospects have remarked on how crisp the site looks. The design places the Services and Portfolio links at the top middle, where they are easily accessible.
4. Call to action: 1. What are we supposed to do? I see a search box and a newsletter signup box. Is that the goal of this page? I also see news articles on the bottom. Is that the point? Not totally clear.
Overall score on the Keith scale: 7.5 (Not 6.5)/15. Meaning: good design needs a clear call to action for a website to really do well.
NOTE: Our website does well. Just because I came up with a scale that says it is not wonderful does not mean that it isn’t. It means that a simple tool does not always get to the heart of matters. BUT, the tool clearly points out an area for improvement, and it points it out fast, without any hassle, which is the goal.
Questions for you: first, is calling this the Keith Scale way too… I don’t know, egotistical? And second, find a URL you care about, evaluate it on the Keith Scale, and post it here. Let’s see how many quick ideas for improvement we can generate for people.