1. Using the questions on page 29, analyze a "good" competitive winery website. After you answer the questions, please explain why you believe it's a "good" example. Remember my rule about opinions "your opinion also has to be based on strategic rationale and facts. In other words, if you state "in my opinion, the sky is purple" just because you use "in my opinion" does not mean that it's true." Please be sure to address each question in the checklist. NOTE: If you're having trouble finding the list in Chapter 2 under the section "ONLINE MARKETING COLLATERAL CREATIVE BRIEF" look for the list of about 18 questions starting with "What is the visual impact?"
2. Using the same instructions for part 1, analyze a "bad" competitive winery website.

18 questions from p.29:

What is the visual impact?

How many faces are there?

Do they use sketches, cartoons, or photography?

Are the images stock photography or original images?

How is the navigation on the website?

What are the first navigational items that people notice?

Is there a clear call to action? Are there several?

How are they highlighted? Do they use call-to-action text or a button? If so, how big and what color?

What is the color scheme?

What is the good, the bad, and the ugly? List what you like and what you don't like.

What is the overall tone: fun, arty, or businesslike?

What are the top menu items?

How is the latest news highlighted?

How does the website highlight the best deals?

Where do they place their e-mail list opt-in?

Are there social media (Facebook, Twitter, LinkedIn, etc.) links? If so, where?

Does the website segment the home page to appeal to the desired target market(s)?

Does the content look fresh or stale?

Is there an e-commerce component to this website? If so, count how many clicks it takes to buy an item.

Is the website messaging clear? Is value clearly communicated?

Does marketing messaging convey value clearly?