Website Footprint Analysis

Did your team meet its goals in 2022? Your website could be holding you back.

How? Your macro-level content allocations. They have a direct impact on performance, but few companies measure them; and the problems they create aren’t often visible through A/B testing or usability research. Symptoms to look for:

  • Visitors abandon the website because content allocations aren’t adequately supporting their stage of the funnel
  • Methods for connecting virtually with sales are more limited than what is offered by competitors
  • Low key message density across website with no clear takeaways
  • Competitors’ provide more critical topic coverage, creating gaps on your site
  • Ineffective expression of brand positioning reduces impact
  • Skewed content emphasis on low-priority products shortchanges attention for others with more strategic importance
  • Low density of feature/benefit messages results in poor recall of product differentiators
  • Self-service resources don’t align to problem frequency, or fail to capture the variability of issues customers experience
  • Service modality offerings (TFN, live chat, email) on your website fall short of competitor offerings

Sequent offers an affordable, proven way to measure your content allocations and tease out issues – FAST.

Our specialized team conducts a rigorous measurement and analysis of the website footprint for your organization AND for each company in your competitive set. 

Part competitive analysis, part communications measurement initiative – this is a smart, cost-effective way to improve your web performance.

BONUS: The content allocations we measure are also a great predictor of your visitors’ perceptions of your company and its competitors!

Learn about our team and process

With ONE data-driven approach, we deliver TWO critical perspectives:


for immediate implementation and impact:

  • Content gaps to be addressed
  • Over/Under-represented products
  • Sales funnel support needs


to shape your brand and game plan:

  • Positioning/whitespace opportunities
  • Potential portfolio expansion areas
  • Key themes and their significance

What else can a Website Footprint Analysis do?

  • Inform website projects: Before you build – our detailed inventory of competitor sites will help you understand what content is “table stakes,” and identify opportunities for differentiation and delight.

  • Measure and fix “drift” on your current site: Websites are grown and revised over time, on a page-by-page basis, causing shifts in your original architecture and distorting your initial intent.

  • Expand on the content measures you’re using: Most standard KPIs focus on page-level engagements (views, sessions, time on page, shares, etc.) rather than balancing allocations across the full website.

  • Tease out what other research and testing will miss: A/B testing and usability studies are good tools for refining one web page or user flow, but they’re better at addressing issues that create specific frictions for the user, not identifying macro-level gaps in customer experience
Let’s do this!

How does it work?

From the project kickoff meeting until the research read-out, the process takes 3-4 weeks and includes the following:

  • Initial kickoff session We meet with your team to identify which footprint dimensions will provide the most support for your business objectives. 

  • Detailed Research Plan Our coding team translates the planning session specs into a concrete research plan, which we review together to ensure mutual agreement on dimensions and web pages to be coded. 

  • Qualitative Coding:  The Sequent team begins the process of reviewing and analyzing hundreds (sometimes thousands) of web pages within your competitive set. Throughout the process, our analysts thoroughly document online “real estate” allocations and features. 

  • Research report:  We bring it all together into a detailed report with visualizations of footprint measures and powerful recommendations.

A typical project timeline:

  • Define coding dimensions
  • Coding team kickoff
  • Soft launch of coding phase
  • Conduct qualitative coding
  • Discuss in-process findings
  • Complete qualitative coding
  • Develop and finalize report
  • Report delivery & read-out
  • Q&A, report adjustments

Rebalance your content today through our specialized, data-driven approach.

Do you have a half hour to learn more? We’d love to share more information on how we combine programmatic text mining and qualitative coding with unique subject matter expertise, to extract insights you won’t find in-house – or through other partners.

Drop us a line at or fill out the form below to schedule a quick chat.

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get in touch?

We’d love to understand the challenges you are facing, to see if we can help.

Send us an email at and we’ll figure it out!

We look forward to connecting with you!