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The following worksheet will produce a comprehensive Website Summary Report that will help accomplish better business results. The SWOT (pronounced “Swat”) Analysis is becoming more and more common in business today, but did you know it can also be used to analyze websites? A SWOT Analysis is a tool that looks at a piece of a business’ value chain, or the company as a whole, to identify positive and negative characteristics present in the environment. The purpose of performing a SWOT Analysis on your website is to discover which characteristics are important to the website’s success and what factors can be potentially harmful. The basic SWOT Analysis is broken up into four quadrants, each creating part of its acrostic name.
Website characteristics that present a disadvantage or prevent you from reaching objectives. Elements outside of your control that could cause trouble and prevent the website from reaching its business objectives. To prepare to do your website SWOT Analysis, you first need to reflect on your website goals and determine how the SWOT factors can help or prevent you from reaching your goals. First, go through your Website Customer Interviews, Customer Journey Map and Website Competitive Analysis (you should have completed them beforehand) with green and red markers and mark positive mentions of your website in green and negative attributes in red.
Weaknesses are simply characteristics of a website that put you at a disadvantage or that can prevent you from reaching your business objectives. Go through the Website Customer Interviews, Customer Journey Map and Website Competitive Analysis one more time with blue and yellow markers. At the same time, look for threats – elements that are outside of your control that could cause trouble and prevent the website from reaching its business objectives.
Now transfer the items from your Strengths, Weaknesses, Opportunities and Threats lists into the appropriate quadrant of the Website SWOT Analysis Template (see below).
There are two completed Website SWOT Analysis examples that you can use as guides: one for a B2B website and one for a B2C website. Do complete Website Customer Interviews, Buyer Personas, Customer Journey and Website Competitive Analysis before doing SWOT Analysis. Do thoroughly review all available resources to uncover your Strengths, Weaknesses, Opportunities and Threats. Do ask your customer-facing departments (sales, marketing, customer service, etc.) to review your Website SWOT Analysis once you are finished.
Don’t allow this to become a laundry list of every factor that could possibly include on your website. Now that you have characteristics for each of the four quadrants, you can better the performance of the website within your marketplace.


In order to limit your site’s weaknesses and threats, you can match or convert those negative characteristics into positive ones.
Similarly, converting is developing a solution to change a negative characteristic into a positive one.
Just to note that your external opportunities section is a repeat of the external threats section.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. By doing a SWOT Analysis of your company website, you and other decision makers can better understand your website’s strengths and weaknesses and identify external factors that might affect your organization. Each environment group contains a positive category (things that will be beneficial to reaching the business objectives) and a negative category (things that could prevent you from reaching the objectives). The internal environment only contains characteristics that directly affect the website or company. I recommend setting SMART website objectives (and also looking at some website goal examples).
Positive attributes are the ones where the website helped customers solve their problems and get them to a solution and negative are the ones where something stood in their way. This list should contain advantages over competitors’ websites that would give your website a competitive edge and help you get to your business objectives more quickly. Like we did for strengths, create a list of internal characteristics that are weaknesses – but this time, only add the red items. This time look for opportunities – things that the website could do to help customers reach their objectives and help you reach yours (you especially want to focus on things your competitors don’t do, or do badly). On this list should be ways in which your organization can improve performance and its competitive advantage in the market environment.
On this list should be anything that is outside of your control that may prevent you from reaching website’s business objectives. Only focus on those factors that will significantly affect your ability to achieve your business goals. You should review this document periodically, especially when your market changes, your company targets new audiences or after you make significant changes to your website.
Your SWOT Analysis gives an objective view of what characteristics and factors are affecting the website. Vizyonumuz, paydaslar?m?z taraf?ndan sayg? duyulan bir kurum olmam?z ile hayat bulmaktad?r.
If you are looking for a program that will allow you to build a SWOT analysis diagram, you can check out Lucid Chart.


However, this business tool can also be used to analyze the effectiveness of your website and help create a winning website redesign strategy. We will identify the strengths and weaknesses within your website (the internal environment) and the opportunities and threats your website faces (the external environment). These findings will be especially helpful to consider when crafting your overall website strategy. These quadrants are further categorized into two groups, the internal and external environments. These categories contain characteristics (other than the characteristics of the website itself) that affect the website. After identifying the goals of your own website, hypothesize the purpose of your competitors’ websites. Pay special attention to anything that stands in the way of users completing their goals in the Customer Journey. There are some external opportunities that can be predicted, like expanding to new cities or countries. From this point, you can start working towards reducing the impact of the negative effects and capitalizing on your strengths and opportunities.
Either you or your competitor wins based on the particular competitive advantage that you have over the other.
Convert this into a positive characteristic by adding a feature to the website that negates the negative characteristic.
Meet those SMART Objectives you set at the very beginning of your planning process and blow away your competition.
Thus, the characteristics listed under strengths and weaknesses should be a part of the website now and should not contain any external factors affecting the website. By doing so, you can compare the goals of your company’s website to your competitors’ that have the same goals.
Both websites may have a particular feature or characteristic, but that characteristic is executed better on the competition’s website. If a characteristic is outdated or is inadequate for its function, it can be considered a weakness.



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