How to evaluate how “good” is your website?
When we talk to new clients, most of them fall into one of 2 categories. First are the people who know they have a lousy website and need a new one. We applaud these people for being reasonable and open to suggestions.
However, the 2nd crowd thinks their websites are great. And we have to be careful with this because websites are sometimes like children, in that only a parent can call them ugly without fear of a fist fight.
The brutal truth
At the end of the day, the goal is to get people to your website and get them to become customers. And the truth is that if your website isn’t good enough, your online marketing efforts may be largely wasted. And in today’s economy, that’s a luxury most of us can’t afford.
Questions to consider if your website passes the “smell test”
- Does it engage visitors quickly? You have about seven seconds to convince someone who comes to your website that they want to stay, and this time includes load time.
- Does it load quickly? Not only does load time count towards engaging visitors, it also affects the way that search engines rank a website. Slower sites are ranked lower, so ensuring that yours loads quickly is a necessity.
- Does it have great content? When the visitor feels engaged with the site, they want to read more and take part in conversations on the website. They are more likely to turn into customers when they find your site interesting, and more likely to return regularly.
- Does it set you apart from competitors? This is more than great graphics or pleasing colors. Smart design involves placing the information in a way that will lead to conversions, such as clearly telling visitors how your are different than everyone else that offers the same service.
Don’t Ignore Your 2010 Business Card
Remember, your primary digital asset is not your Facebook page or your Twitter account or a really great email ad; it is your website. Take the time to make sure that your website is representing your business well and serving as an effective business tool.