Chapter $1($Building an Online Marketing Foundation$)$

Chapter $1$ does a great job of setting the base for a good online strategy. That often starts with having a strategic plan for your own website. You will serve as a consultant to one of the websites below and evaluate their strategic plan by answering the $$relevant website questions$$ discussed in Chapter $1.$

What is the primary purpose of the website $($not the primary purpose of the overall company$)?$

List the key phrases that best describe what they are offering. Make sure to approach it from the customer$$s perspective. $($For instance, as the book explains if you are $$lending$$ company, customers $$borrow money.$)$

Do they have consumer generated content $($reviews$,$ testimonials or success stories$)?$ If not should they have them? If so$,$ are they appropriate?

What do they want people to do when they visit the website? What$$s the primary action? Is there a secondary or tertiary call to action?

Does the website offer anything to prompt people to take action $($a call to action$)?$ If so$,$ what is the specific prompt$/$call to action? If not, should they and what should it be$?$

Use one of the following websites $($please be sure to indicate which website you are using$).$

VanguardLinks to an external site.

Bath & Body WorksLinks to an external site.

StarbucksLinks to an external site.

Honey Baked HamLinks to an external site.