Website SWOT Analysis

(Strengths • Weaknesses • Opportunities • Threats)

What is a website SWOT Analysis?

A SWOT analysis is a way of examining your website marketing strategy through identifying the sites strengths, weaknesses, opportunities, and threats. It will identify:

• what is right,
• what needs improvement
• what’s missing in the site
• what could be used again in another way
• __________________________________

Why do a SWOT Analysis?

Because it’s a good way to take an initial overall view of the web sites marketing strategy. It’s been used in business building models since sometime in the 1960’s.

Getting Started:

Read through the following SWOT categories with examples of questions to ask.

STRENGTHS are those Positive things that lead to a successful Web campaign.

Is the answer to each of the following questions yes, maybe or no?

• Is the web site listed high with the major search engines and directories?
• Do you have a strong online/off-line reputation? The branding.
• Do you have a niche by offering a unique product or service?
• Does the web site offer unique content? (FAQ, newsletter, etc.)
• Do you have a “marketing niche?”
• Does the web site offer low or highly competitive prices?
• Does the web site clearly ASK for the sale?
• Do the web site graphics load quickly?
• Does the initial design appeal to visitors? It doesn’t make them think?
• The visitor will instantly know what the web site is about?
• Is it easy to use so visitors can find the products?
• Is the web site easy to navigate?
• Does every page have a link back to the contact us or what’s the major offering of the site?
• Would the web site pass a usability test?
• Does the web site have an up–front value proposition? “What’s in it for me?”
• Is the sales message clear and easy to follow?
• Do you provide an unconditional guarantee?
• Do you provide exceptional customer service?
• Does the web site offer a secure means to make purchases?
• Does it have a Privacy Policy?

The questions above are designed to begin thinking about the strengths of your web site. What OTHER questions could you ask that describe your Web site’s strengths. Make a note of all the things that you can improve on.

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WEAKNESSES are those Negative factors that keep the web site from being successful.

These could be the negative, the site doesn’t do it, from the first set of questions about Strengths. Your list of Web site weaknesses should include anything needing improvement.

Is the answer to each of the following questions yes, maybe or no?

• Has the website collected too many banners or highlighted designed ads that usually spell, “Sales Pitch!”? (Like the sales person that doesn’t leave you alone.)
• Does the web site have misspelled words that give the impression of being not caring?
• Are there too many distractions like moving graphics and content that don’t relate to the sites story?
• Is there not enough “white-space” between content areas, making them hard to identify for the viewer?
• The site has graphics which are poorly designed, don’t make sense to the topic at hand, or images that are out of focus?
• Is the marketing budget over budget?
• Does a usability test highlight weaknesses that you didn’t know you had?
• Are competitors doing a better job with marketing their site than you are?
• Is the web site part of an overall marketing plan? url is on business cards, email signatures, etc.

Identifying the strengths and weaknesses of the web site allows for actions to add to, remove from or enhance the marketing and design planning.

The EXTERNAL environment

The first two steps identify the Strengths and Weaknesses in the internal environment.

OPPORTUNITIES are positive steps to take that increase profitability.

The number of potential opportunities could be limitless. What changes would offer the most impact? Would they be opportunities that are short or long term? Would they fit into the current budget? How will they fit with the anticipated increase in sales budget for marketing and changes?

Some questions to ask when assessing opportunities now and in the future:

• What changes in social marketing would help the site?
• Will there be changes in technology, software, web browsers to take advantage of?
• Are their changes in social patterns, lifestyles to pay attention to and take advantage of?
• Could there be local events where your product or service could be highlighted?
• Does anyone have a niche market that could be an opportunity?
• What are current and potential customers looking for in a web site? Create contact with existing customers to find out.
• Will providing articles, newsletters, twitters, linked pages in Facebook or mySpace increase the web sites visibility?
• Would an affiliate service or product provider bring more business?
• Are there reciprocal links to be made with other web sites to help with search engine optimization?
• Have you done a keyword analysis recently?
• Has the web site content or design changed within a reasonable amount of time?

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THREATS are negative forces that are outside your control and may or may not affect success.

Some questions to ask when assessing threats to the web sites success now and in the future:

• Are there new competitors with the same niche entering the market?
• Government mandates or policies coming that would have an affect on the site?
• Will Google and Yahoo start charging for all web search listings?
• Could there be technology advances making your products or services obsolete?
• What would a downturn in the economy affecting credit and lending do to the web site?
• Could there be too many competing web sites for search engine recognition on the first couple of pages?

A SWOT analysis starts the preparation of a plan to implementing a successful Internet marketing campaign.

HOW TO START MAPPING OUT THE STRENGTHS • WEAKNESSES • OPPORTUNITIES • THREATS

Use the SWOT Template pdf