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The purpose of this article is to help you Ú

Ú and keep track of your
observations of the various web sites you visit. Cultivating the habit of critical analysis will
help you identify what works and what doesn't work in other web sites, so you can apply the
lessons learned to your own.

Use this article in conunction with the accompanying 

   that you can
download in either Microsoft Word .DOC or Adobe Acrobat .PDF format. You might want to
download the Scorecard now in either format:

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Start by downloading and saving the Web Site Scorecard. Choose either the Adobe Acrobat
.PDF file format or the Microsoft Word .DOC file.

Ê Choose the Adobe Acrobat version if you are going to fill out the Scorecard using
pencil or pen to enter comments and circle the number representing the points for
each category.
Ê Choose the Microsoft Word version if you want to work on screen and save each
Scorecard as a separate file. (Working on screen, you can enter comments directly
into the Scorecard and use the Highlighter tool to add a yellow background behind
the number representing the appropriate Points.)

Next, print out as many copies as you are likely to use in the next few days. You can always
print out additional copies at a later date.

Consider two-sided printing or photocopying. Print out the Page One of the Scorecard. Then,
reinsert it in your printer (or photocopier) and print Page Two on the back. (Consult your
printer's documentation.( You'll find the Web Site Scorecard much easier to use as a two-
sided single-page sheet.

The extra deep left-hand margin on the Web Site Scorecard allows you to three-hole punch
each page--or you can purchase paper that is already 3-hole punched. Purchase a three-
ring binder and alphabetical divider pages. As you fill out each Scorecard, file them
alphabetically under the firm or organization's name. (This will help you when you want to
revisit a firm or organization's web site but can't remember the URL.) Ê

ÿ 



The Web Site Scorecard encourages you to add up each site's performance in twelve major
areas of web site performance and arrive at a cumulative score. The goal is to emphasize
the importance of balanced web sites; web sites that achieve respectable scores in all areas,
rather than over-emphasizing a single area or two and omitting other areas completely.
There's also space to jot down your impressions about the site's performance in each of the
twelve areas.

A "perfect" web site's score would be 60.

One of the first things you'll probably notice is that most web sites score very high in one or
two areas, but fall down, or omit, other areas completely. Ê

  

Here are some of the things to look for as you evaluate the various web sites you visit:

Ê  A fast-loading home page speed is critical to the success of any web site. If
visitors have to wait for large graphics to download, they are likely to leave and visit
another site. 
Ê
 The firm or organization's products, services or goals should be
immediately obvious. What type of activities does the firm or organization engage in?
Who do they serve? 
Ê ÿYou should be able to immediately understand the benefits or
information the firm or organization offers you. Prospective clients or supporters
should be able to immediately see how a relationship with the web site offers both
short term and long term benefits 
Ê u

How easy is it to locate desired information. Your ability to locate
"information," regardless whether it refers to editorial content, product information,
shipping costs or a desired e-mail address, is of paramount importance. Information
is useless if it cannot be quickly and easily located. 
Ê 

Web site success depends on providing incentives to encourage visitor
e-mail registration. E-mail registration permits the web site to follow-up with visitors
at a later date, using alerts or newsletters. If a web site does not attempt to capture
the visitor's e-mail address, visitors may never revisit. 
Ê 

 Usability refers to ease of reading and chunking. Ease of reading is based
on relatively short lines of text and freedom from distractions--like bright colored
backgrounds or distracting textures. Chunking refers to breaking information into
bite-sized units using short paragraphs introduced by frequent subheads. Bulleted or
numbered lists also permit visitors to grasp an article's contents at a glance. 
!Ê 9
 How up to date is the information on the web site? Web site credibility
plummets if the home page promotes an event that occurred two months ago. Web
sites should be considered "works in progress" that are constantly updated if only so
that they don't bore repeat visitors. 
"Ê 
Is the design appropriate for the firm or organization the web site serves?
Layout, colors and typefaces determine the site's personality and image. 
#Ê © 
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Is the site capable of delivering personalized information? Upon
repeat visits, can visitors resume where they left off? 
%Ê9&   Is technology used appropriately, to increase the site's information
value, or is it used decoratively, in a show-off fashion? Sound, video clips and
animation can either enhance or hinder communication. 
Ê© 
Does the web site encourage you to take the next step, such as
request more information or make a purchase? 
‰
Ê© 
 Does the web site encourage feelings of belonging, enthusiasm and
loyalty? Does it motivate you to become involved by asking a question or
contributing a comment?ÊÊ

© 

Using the Web Site Scorecard, cultivate the habit of critically evaluating at least one or two
web sites every day. You'll be surprised at the many lessons you learn and can apply to
your web site.
Soon, the habit of critical evaluation will be second nature to you. More important, by
saving your filled-out Web Site Scorecards, you'll be able to revisit web sites and see
whether or not they have improved since you last visited them. Ê