Standard Site Method (SSM) is theoretically analyzed using matrix representations to examine its validity and develop an improved method. The analysis reveals that the SSM yields an antenna factor specifically related to the effective load impedance presented by the cable and associated devices which are disconnected from the antenna during the SSM site attenuation measurements. Therefore, an additional conversion is required to determine the desired antenna factor under actual load conditions. It is also concluded that the SSM is not applicable to antennas having height-dependent antenna factors. In addition, the SSM correction factors are found to be theoretically inappropriate. Uncertainty of the antenna factor obtained using the SSM is discussed and the required antenna separation distance is investigated. To improve the existing SSM, it is proposed that both transmitting and receiving antennas are placed at the same height during the site attenuation measurements. Experiments exhibit the superiority of the improved method.