Critique of web presence??

Any ideas/suggestions of areas to critique a companies web presence? I already have done the basics:

ehow dot com how_5079043_critique-website.html
(i am not allowed to link!)

This is mainly focused on the website was wondering if there was any other wierd and wonderful approaches for web presence!!

So far I have now found:

• Keyword analysis and research - For your top keyword phrases, where do you rank if at all?
• Search engine visibility - How well can I find you and what is missing?
• Website structure analysis - Does your website lack the proper items that lead to being found?
• Social media analysis - Is your social presence consistent and well integrated with other social properties and your website?
• Competitive understanding - How do you compare to your competitors?

Any further comments that can be added would be greatly appreciated!