Does your website work for you?

"My website is just an on-line business card," a client said earlier this week. His hands were outstretched and he was exasperated. He had just spent $1,500 on a new web design. He was glad that it looked good and showed what his business offers to his visitors. He could get some new business from this site once they call to contact him. We spent some time talking about what he really wanted from his website. He was looking for his website to create sales and to help with day to day operations.

Here are two important questions to ask when looking at your current site:

1). Can a visitor easily purchase a product or service while on your site? You are in business to sell your product or service. Our client above wanted his customers to make a purchase and be able to schedule deliveries online. Your website should be part of your sales force. Make certain that there is a link to a landing page easily visible on your home page. A landing page should collect personal information and make it easy for people to buy your stuff. A landing page is an easy add-on for a small business who needs to Market on a Shoestring.

2). Can your website drive operations? Again using the client above; when customers can schedule a delivery on-line, that same site should also print out a daily delivery schedule. I have heard it said that anything a customer can do on-site they should be able to do on-line. Likewise, look to drive your day to day organization of operations through your website.

Take the time to think through your business. Your website should be working for you to make you more effective and more profitable.