Website Evaluation Reports
According to nearly 600 visitor and local market surveys conducted by Morey Group in the last three years, both the internet and a cultural attraction’s website are the primary information sources for visitors. Additionally, the vast majority of website visitors (70-80%) typically look for information about visiting (likely your web page hits will confirm these traffic patterns).
As such, your website is your organization’s most important marketing tool. In addition to providing basic information, the website immediately establishes brand impressions – both positive and negative – and impacts the website visitor’s decision to visit. However, it is common to see a homepage filled with information about new programs, donations, birthday party opportunities, and camps, with very little promotion regarding visiting. Additionally, websites often do not match an organization’s marketing campaign or brand requirements.
With the goal of providing valuable information to improve any cultural attraction website, Morey Group conducted an analysis of hundreds of websites in August, 2010.