Website Assessment Services

The Vendor is required to provide to conduct a comprehensive website assessment is intended to assess the effectiveness, usability, and performance of the organization’s website used in engaging target audiences; supporting destination marketing and sales efforts; connecting local businesses with travelers or professional meeting planners; and driving conversions.
- The assessment will identify areas for improvement across technical, content, messaging and strategy.
- The overall findings and recommendations can be summarized, but the review should encompass a holistic approach to provide a comprehensive evaluation of the organization’s website intended to optimize the overall destination marketing strategy.
- The final report should include a detailed outline of high-performance areas as well as findings and recommendations for improvement, best practices, and strategic next steps.
- Designed to acknowledge a similar process is underway to thoroughly evaluate the organization’s social media.
- Technical performance & site health
• Website speed and load time
• Mobile responsiveness and compatibility
• Security vulnerabilities (SSL, malware, broken links)
• Google core web vitals analysis
• Accessibility compliance assessment (ADA/WCAG standards)
- SEO & search visibility
• On-page and off-page SEO analysis
• Keyword rankings and strategy evaluation
• Meta tags, alt text, and structured data review
• Backlink profile and domain authority assessment
• Local SEO and google my business presence
- Content effectiveness & user engagement
• Content quality, relevance, and readability for the top 10% most visited pages
• Messaging alignment with predefined audiences
• Engagement metrics (bounce rates, time on page, click-through rates)
• Calls to action (CTAS) and conversion opportunities
• 3rd party integrations and resource effectiveness
- User experience (UX) & navigation
• Site structure and intuitive navigation
• Conversion points and referral traffic analysis
• Interactive elements and engagement features
• Visual appeal and branding consistency based on brand guidelines
• Multilingual support
- Competitive benchmarking
• SEO and keyword comparison with primary competitors and industry best practices
• Strengths, weaknesses, and opportunities assessment.
- Website performance by traffic source
○ A detailed breakdown of user engagement, conversions, and behavior based on how visitors reach the website:
1. Organic search (SEO-driven traffic)
• Performance of top 10% of organic pages
• Keyword-driven traffic trends
• Time on site
• Organic conversion rates and user behavior
• Perceived limitations (if any) due to sub-optimal presence of partner content
2. Paid search (google ads, PPC campaigns, etc.)
• Effectiveness of ad campaigns and landing pages
• Cost-per-click (CPC) vs. return on investment (roi)
• Conversion rates for paid traffic
3. Media & referral traffic (social media, PR, and partner links)
• Performance of traffic from social platforms (Facebook, Instagram, x, etc.)
• Referral sources driving high-quality visits
• Engagement and conversion rates by platform
4. Direct & other traffic sources
• Visitors arriving via direct URL entry
• Email marketing campaign performance
• Industry partner connections and referrals, relative to industry standards or other relevant benchmarking
• Influence of offline marketing efforts (QR codes, etc.)
- Website analysis within broader marketing integration & future-proofing
• Evaluation of the website’s role in the marketing ecosystem
• Evaluation of the website’s function within the DMO’S broader marketing and brand strategies.
• Evaluation of the website’s role in relation to other channels (social media, paid media, influencer marketing, PR, email marketing, etc.)
• Evaluation of the mice content and synergy with overall brand identity.