Original Article from IntelliSites, the smart choice for web design (and SEO!)
Last week I promised to help you self-discover how well your web site is serving your needs. Answer these 12 questions as a way to concretely analyze how well a web site does it's job.
1. Is the first impression "Wow!" or "Whoa..." ?
We all know how important first impressions are, and your web site has to make a good one. When someone visits your site for the first time, are they immediately impressed? You want a site that looks professional, fits your other branded materials, and communicates powerful reasons to buy from you.
2. Is your web site usable and easy to navigate?
The web is built on information. How easily can someone find it on your web site? If there isn't an easy way to access every page of your web site within two or three clicks (your browser's 'back' button doesn't count), you're testing your visitors' patience.
3. Does it load fast?
By some estimates, you've only got five seconds to load your web site before your visitors get annoyed. Does your web site make the cut?
4. Do all the parts work?
I see this happen all the time - a business has a decent looking web site, but when you click the links they go to pages that don't exist or are 'under construction'. If you've been saying "I'll get that fixed eventually" consider this - every person that clicks those broken links has a disappointing experience on your web site.
5. Does your web site quickly communicate a reason to buy from you?
The core question that your visitors want an answer to is "Why should I buy from you?" Your web site needs to answer that question quickly. The more time you let that question simmer in your visitors' mind, the more likely they are to look for an answer somewhere else.
6. Does your web site ask for the sale?
Your web site needs to have calls-to-action in the right spots. You need buttons that say "Buy Now!" or "Get a Free Quote!", and you need to put them in the right spots.
7. Does it read well?
The way your web site is written will have a significant effect on your visitors' experience. The text on your site should strategically guide your guest from casual visitor to engaged buyer. The writing should target your audience, have an inviting tone, and highlight important talking points about your business.
8. Does it encourage visitors to come back?
Some visitors won't be ready to buy from you on the first visit to your site. You need to give these people reasons to come back. Updated content, free services and discounts on overstocked inventory are good ways to encourage a return visit.
9. Is your web site updated?
Your web site needs to be updated regularly to make sure that it stays relevant to your visitors and your business. The web is constantly changing, and if you're not updating your web site at least once a month, it can quickly become obsolete.
10. Is it ranked on search engines?
Statistically, most visitors come to a web site via search engines - so this could be the most important question. If no one can find your web site through generic keyword phrases, it doesn't matter how good the site is.
11. Does the site reflect the current state of your business?
Has your business gone through changes since your web site was designed? If so, it's time to update. Part of what makes the web so powerful is that it is up-to-the-minute. You web site needs to be, too.
12. Does it help you accomplish your goals?
Your web site should have some concrete goals. Is the goal to sell, either directly or through contact inquiries? Is the goal to cut support hours? Or maybe to generate positive PR? Ask yourself how well it meets these goals.
Your web site is a complex tool. Are you using it to its full potential?
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