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Pass Our Website Assessment with Flying Colors

By Shaun Culbertson | December 20, 2017

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Website assessment is a critical part of every brand assessment. During a website assessment, Shaun utilizes HubSpot’s website grader tool and his own website brand review to evaluate your brand’s website.

dR Website Review

During our review, we look to see if your site is functioning the best it can for your audience. The following list of items is what we believe are important elements to consider. But keep in mind, not all elements are relative to your brand.

Contact Form – Contact forms collect general comments from your visitors. Forms allow visitors to ask you various questions they may have relating to your organization.

Locations List –  Clearly list all your locations on the website. This way potential clients will know your proximity to their location.

Click-to-Call – Click-to-call provides faster access to your customer service. Visitors don’t have to remember your number. It increases convenience and accessibility.

Online Chat – An online chat system provides people immediate access to help, saves on employee task time and phone expenses, and provides immediate access to customers’ pain points.

Brand Video – Develop a brand video on your website. It encapsulates your business message, value proposition, branding and style, as well as a personality all in one short clip.

Iconography – Apply iconography to the website. It provides important visual aid and serves as a common visual language, removing the possibility of open interpretation.

FAQs – An FAQ (Frequently Asked Questions) can be a beneficial addition to your website. It can relieve the burden of staff having to answer the same question by publicly answering common questions. It also improves SEO and site navigation, and gains people’s trust by demonstrating experience.

Events Calendar – Utilizing an Event Calendar widget can save time and resources, increase visibility on the home page, and increase awareness and traffic. Instead of trying to enter events on multiple calendars multiple times, you can create once and update everywhere.

HubSpot Website Grader

Hubspot breaks their evaluation into four categories; Performance, Mobile, SEO, and Security. Each category has a scoring system that breaks down into subcategories. Below is a list of elements HubSpot evaluates and what should look to improve.


Page Size – It’s important to keep your page’s file below 3mbs. The larger the size of the page, the more time it takes to load. Sites that take a long time to load lose viewers and reflect negatively on the brand.

Page Requests – Keep your page requests below 32. What is a page request, you ask? A page request is when a visitor to your site clicks something that causes their browser to fetch something from your server (i.e. a file, plugin, picture, etc.)

Page Speed – Your web pages should load within 3 seconds. This attribute overlaps with Page Size and Page Requests.

Browser Caching – Implementing browser caching on your website helps speed up your web pages. Browser caching stores commonly used content that displays on your web pages.

Page Redirects – Page redirects increase the loading cycle, which in return increases the load timing of a web page. Eliminate all page redirects to help increase page speed.

Compression –  Make sure all of your JavaScript and CSS are properly compressed. This makes your website run much faster.

Render Blocking – Remove or defer JavaScript and CSS that interferes with loading above-the-fold content.


Responsive – Responsive design gives you a bump in search rankings for searches on mobile devices.

Viewport – The viewport lets you control your page width and scale on different device types.


Page Titles – Page titles should be no longer than 70 characters in length and not repeat keywords.

Meta Description – Meta descriptions should be no longer than 155 characters in length and should be relevant to the page.

Headings – Heading tags distinguish headings from core page content.

Sitemap – Sitemaps help users navigate your site quickly and easily.


SSL Certificate – SSL certificates protect websites from attacks and give visitors confidence that your site is authentic and trustworthy.


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Shaun Culbertson

Shaun is our Digital Design Director. He directs the design and development of all our digital work and positions the creative in all digital channels. Shaun offers our clients more than fifteen years of digital experience. Extremely detail-oriented and design-focused, Shaun always looks to take the design to the next level. Before arriving at dR, Shaun worked as Senior Art Director at Adcom and Art Director at Rosetta. He has worked on several Fortune 500 brands, including Sherwin-Williams, Marriott International, and Rigid Tools.Outside of work, Shaun is an avid backpacker, dog lover, and aspiring Polaroid artist.

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