Content is the information provided by a site to its audience: it is – among other things - text, animation, sound, and video. Quality content is engaging, relevant, and appropriate for the audience. Not least of all, quality content encourages the user to share information that leads to building an interactive relationship resulting in lead generation and sales.

To evaluate execution is to look at how the campaign integrates new and existing web technologies and how well the campaign is implemented in the digital medium. If the campaign is part of a larger marketing campaign, how well does the web campaign enhance the marketing message? Does the work successfully integrate technology, incorporate innovations and deliver a consistent marketing message?

Interactivity is the way that a site allows you to do something. Good interactivity is more than a rollover or choosing what to click on next; it allows you, as a user, to give and receive. It makes the user a participant, not just a spectator. The theme of “relationship building” will also be considered, looking at how the site enables users to personalize or customize their experience. For instance, does the site enable easy registration (which, in turn, provides incremental value to a repeat visitor)? What kind of confirmation message is sent? Does it go to a mobile device or just email? And lastly, can the site enable a visitor to creatively tell others about the site?

Great marketing campaigns are more than the sum of their parts; their overall experience encompasses creativity, content, structure, visual design, functionality, and impact. An experience is one that’s remembered long after it’s seen or heard.

Structure and navigation is the framework of a site: the organization of content, the prioritization of information, and the method by which the user moves through the site. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the site's content.

Visual design is the overall appearance of the site. Good visual design is of high quality, it is appropriate and relevant to both the audience and the message it supports. Strong and unique visual design communicates an experience in itself.