Four ways to assess your website’s effectiveness

By Dora Jane Barwick and Patricia Rivera

Websites can make a great first impression or make potential clients shake their heads in disgust and look elsewhere (remember your competition?). Clients often judge companies by what they see just on the home page. Have you checked your website lately to see if it’s making a positive impact? If you haven’t, these four questions will help you evaluate your site’s effectiveness as the advertising front line for your company.

After viewing your site, do potential clients want to learn more about you, your company and what you offer?

If your website is not creating leads or sales for you, it’s time to take a closer look. A compelling website will draw visitors in and walk them through a process with customer-focused language and clearly stated customer benefits. To do this, your site’s headlines should be solution-focused and your site’s content should show your unique value.

Does your website tell customers who you are and what you represent?

If they leave your website confused about your identity, then your website needs revamping. Good websites present a company’s brand clearly. If your website is missing basic brand elements such as a logo, a tagline or a concise About Us page, it’s confusing your potential clients. Visitors to your site should leave with a clear understanding of who you are, what you stand for and how your brand can make their lives better.

Is your site visually appealing and easy to navigate?

We all know that the average attention span has shortened considerably. Potential clients are no longer willing to spend even a few moments hunting for information or looking at tired, out-of-date designs that are boring or hard to read. Your website’s most important information must be easily accessible. Your website should look up-to-date, clean and crisp so that visitors want to continue looking and learning what you offer them.

Is your website mobile-responsive?

Today’s sites must look great on desktops, laptops, tablets and phones and in a variety of internet browsers. If your site is not mobile-responsive, it will be penalized by Google for not being adaptable to devices in use today. Why waste the opportunity to gain valuable customers and contacts when so many affordable solutions are available for creating mobile-responsive sites?

If your answer to any of these questions is “no”, your website is losing potential clients and sales. An in-depth website review can help you determine your problem areas and what needs to be addressed. Take action to get your site working for you today.

Do you need a website review? Contact us for details.

Patricia Rivera is a marketing consultant and founder of Hook PR & Marketing in Lewes (www.hookpr.com).

2019-05-03T08:28:15-05:00 May 2nd, 2019|BUSINESS-STORIES|