We regularly use this online diagnostic tool with our consulting clients. Often business owners come to use looking to rank higher in the search engines or get more its but in reality its some of the underlying business fundamentals that are where they need help. Running through these questions is a simple 30-60 minute process and its amazing some of the insights business owners get through this simple process of asking these questions. For help with your website or more information, visit us online at http://www.thesearchengineshop.com

1. Melville
Online Diagnostic Tool
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2. What is your business direction?
Have you got the following written down for your
business or community organisation?
• 1‐3 Year Vision
• 1‐3 Year Goals
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3. What is your business position?
Can you articulate the following for your business
or community organisation?
• Ideal Customer(s)
• Products & Services
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4. Who are your Ideal Customers?
Have you profiled them?
• Who are they? gender, age, marital status
• What are they like? interests, hobbies
• Why are they contacting you? want or need
• What keeps them awake at night? worries or fear
• How can you solve their problem? product or service
• What do you want them to do? your call to action
• How might they resist? your FAQs, testimonials
• What’s the best way to reach them? digital solution
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5. What is your Unique Selling Proposition (USP)?
• Why is your business or community organisation
memorable?
• How do you differentiate from your competitors
− so your customers choose based on value, not price
• What do you do to solve a pain point or issue for
your Ideal Customers?
Have you got this captured in a short statement
(10 words)?
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6. Can we see your business plan?
VISION GOALS
IDEAL CUSTOMERS PRODUCTS & SERVICES
Marketing
USP Marketing Strategy Marketing Action Plan
Measures
People
 People Strategy People Action Plan
Measures
Operations
⌂ Operations Strategy Operations Action Plan
Measures
Financial
$ Financial Strategy Financial Action Plan
Measures
Digital
www Digital Strategy Digital Action Plan
Measures
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7. What is your digital strategy?
For your business or community organisation
• Support existing marketing and sales activities?
• Engage in e‐commerce or online fundraising?
• Increase operational productivity & efficiency?
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8. What is your website purpose?
Are you business‐to‐consumer (B2C) or
business‐to‐business (B2B)?
For your business or community organisation
is you website purpose primarily
1. Information for education or marketing?
2. E‐commerce for sales or fundraising?
3. Online community for like‐minded people?
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9. What are your website goals?
• Reach X new supporters or sponsors in
X suburb, X state, X country by 2013?
• Make the phone ring X times per day by
2013?
• Sell a product online for $X, by 10 per
week by 2013?
• Improve an online booking transaction
by X minutes in 2012?
• Reduce operating costs by $X per week
in 2012?
What are you measuring?
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10. Which website phase are you in?
1. Establishment Phase 2. Operating Phase
 Website Content  Website Traffic Generation
• Content building & copywriting • Search Engine Optimisation (SEO)
• Photos & videos • Paid Search Engine Marketing (SEM) ‐ Google
Adwords, Facebook advertising
 Website Look
• Graphic design  Website Traffic Measurement
• User friendly layout • Google analytics & other analytical tools
 Website Development  Business Promotion & Relationship
• Domain name Building Tools
• Hosting • Facebook, Twitter, Linked In, Pinterest
• Content Management Systems (CMS) • Blogs
• Other features • Email & SMS marketing
• Shopping cart  Website Content
 Website Traffic Generation • Content building & copywriting
• Search Engine Optimisation (SEO) • Photos & videos
 Website Traffic Measurement
• Google analytics
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