1. Your Goals
Is your website designed to achieve the goals that you have set? There are many reasons to post a website, including branding, credibility building, sales, education, and more. To be effective, your website must actively support your website goals. For example, if your website is designed with sales in mind, your website should incorporate reason-to-buy messaging, eye-catching calls to action, lead collection as appropriate, and a clear path to purchase.
Are your visuals and messaging working to support your branding? Is your branding appropriate for the target audiences that you want to attract? Check style, tone, and consistency. Unless retro is part of your brand personality, your website design should look current as well as brand consistent. Take a look around at the websites of respected market leaders to check for trends and best practices. These companies have spent money on research; however, you can be the beneficiary!
Is your content well written, or are there credibility-draining errors and typos? Are your images of a high enough resolution to look professional? Is your layout orderly and pleasing to the eye?
4. Fresh Content
Give customers a reason to return to your site. Refresh your content frequently with news, insights, and offerings that your customers will want to see. Update events, calendars, news, and blog sections on a regular basis. Nothing looks sadder than an obviously neglected website.
Can visitors easily find what they are looking for on your site? Have you organized your site with visitor-friendly, intuitive flow? Are your navigation buttons, headlines, and call to action buttons sufficient, well located, and visible? When did you last test your links? Do your images take forever to load? You may want to conduct an informal usage study in order to obtain detailed feedback. Poor navigation can reduce website sales by 50% according to Kissmetrics research.
Now, it's time for you to make some adjustments.