Website Capabilities Gap Analysis Study

Aligning website features with business requirements is an on-going task that many businesses, particularly smaller ones, are struggling to do. Changing website platforms and requirements, as well as shrinking technical marketing staff are common factors leading to this trend. This study seeks to understand the extent of the current website capabilities gap in businesses of various sizes in North America.

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#1. Which of the following statements about your company’s website are true? (select all that apply)

Was updated within the last 12 months

Accurately reflects our business capabilities

Is checked for security vulnerabilities on a regular basis

Is tested and optimized for SEO more than once per quarter

Has a dedicated website team

Is a source of leads or ecommerce transactions

Has broken or non-operational features

Is built on a proprietary or custom platform

Can no longer be maintained by your internal staff

Has special features or content for our customers

None of these

#2. Which, if any, of these items do you currently consider to be challenging (or missing) as it relates to your company's website? (select all that apply)

Content management, blogs, news, etc.

SEO, keyword optimization and related tasks

Design, keeping it updated and fresh

Keeping key features or plug-ins up to date

Tracking which companies are coming to your website

Maintaining product or company information accurately

Introducing new user-interactive experiences regularly

Lead capture or form submissions management

Providing client resources, securely and privately

Web security policy and management

Site technical maintenance, such as load time, technical SEO, etc.

Integration with other channels, such as paid media

All of the above

None

Other, please specify

#3. With regard to the activities below, which do you consider to be important for your company's website during the next 12 months? (select all that apply)

Improving web analytics

Enabling account-based or IP tracking of website visitors

Increasing the volume or quality of leads from your website forms

Adding or improving event promotion and sign ups on your site

Enhancing your website content, including product pages

Updating the design or image compression

Improving metadata or SEO

Migrating to a different website management platform or host

Improving website security

Other, please specify

#4. And, which of these priorities do you expect will require outside help or support to address? (select all that apply)

#5. For each element below, please classify it as A. on your website and Aligned with your business needs, B. Missing or Lacking for your current needs or C. Not Needed. (select all that apply)

	Aligned	Missing Or Lacking	Not Needed
Logical Navigation or sitemap
Up-to-date Product Info
Relevant Thought Leadership, (blogs, news, etc.)
Lead Generation features (forms, downloads, etc.)
Modern or Eye-catching design
Client-related resources
E-commerce capabilities
Ease of Use for creating or changing pages
Special Features, like event registration
Secure or private areas that require a login

#6. Which of the following resources are used to design, manage and update your company’s website? (Select one)

Dedicated Internal Staff

Mixed-use Internal Staff (having other responsibilities)

Outside Agencies, as needed

Independent contractors, as needed

Other, please specify

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