A refreshing and crisp tast in both the can and marketing strategy

Zack Burris

Competition

Coors Light has been increasing in online searchable trends but still falls short of several large competitors

Competition

Google TrendsHere are several key terms commonly searched when looking for lower end brand beers. To push more traffic these terms should be incorporated in content frequently

Current Site Strengths

• Is a more unique layout then competitors and promotes interaction

• Directly links to several social media sites by allowing you to favorite posts

• Often use the terms “cold” “refreshing” and “crisp” which are frequently searched terms when looking low-end light beer.

Current Site Weaknesses

• Meta Description only focuses on one new product

• Slightly disorganized content and unclear headings for sections of the site

• Shop location is placed at the bottom

Current Site Weaknesses

• Meta Description only focuses on one new product

• Slightly disorganized content and unclear headings for sections of the site

Site Opportunities

• A blog that allows for both company to post on and potentially allow customers to share insights and experiences with the product

• Right now there are only several YouTube videos showcasing Coors campaigns scattered through website

• A blog could bring a more organized structure

Site Opportunities

• Besides just showcasing campaigns and promos Coors could incorporate more product descriptions and different products they offer

• This would present are opportunity to use more keyword terms in their content while giving consumers more reasons to visit the site

Site Opportunities

• Post the link to the shop at the top of the sight rather then the bottom

• Several competitors have easier shop access

Site Opportunities

• Creating a more efficient 404 error page

• Current one does not allow user to navigate back to common pages

Site Opportunities

• Incorporating an XML sitemap

• By providing more metadata you are making it easier for crawlers to navigate your page

Site Opportunities

• Recommend submitting a XML Sitemap to Google

• Bing pages: 3,140

• Google pages: 172

Site Weaknesses

• When searching original content from the site on Google it does not directly take you to Coorslight.com

• Several sites that copied the original content are suggested first

Site Weaknesses

• Contact Page doesn’t provide a direct phone number to reach corporate.Must fill out info sheet first

• Need a more efficient way to receive insight from customers

Site Weaknesses

• Meta Description only focuses on one new product

• Does not use any key terms or even explain what the company is really about

Lack of Clarity

• Website headings don’t clearly state what each section of the site includes making it slightly difficult for user to navigate

• While certain parts are visually appealing it also can come off as cluttered and be overwhelming to the user

Conclusion

• Coors is in an industry where online sales or consumer website interaction isn’t met with heavy emphasis

• Coors doesn’t need to have a groundbreaking website but rather one that is just better then the competition

• Several simple fixes could put them at the top