On a daily basis, I'm talking with businesses about their websites. When they ask "What do you think about our website?", I respond with the question "What results do you get?" A common thread amongst businesses is they don’t know what their website is doing for them. Many times, they don’t even know how much traffic they’re getting. If you’re unsure about your website, consider these four important elements: analytics, navigation, processes and lead capture.

Business Website Basics

Ask yourself the following questions about your website:

1. Who’s There? (Analytics): How can you judge the value of your website if you don’t know what’s happening? Website analytics will give you monthly, weekly and daily reports on the amount of traffic you’re getting on your website, the source of that traffic, length of page visits, keywords driving traffic to your website, etc. A great source for analytics is Google Analytics.
2. Can They Find What They Want? (Easy Navigation): If people are lost your website, they’ll leave! The website should have a consistent and easy-to-use menu structure across the top or down the side of the website. All pages within the website need to be in the menu or drop-downs for easy access. All pages should be accessible within 2-3 clicks.
3. Can They Do Something? (Processes): If you force web visitors to call or visit your physical store, that will decrease the likelihood of a sale. Empower visitors to take action while they’re on your website and make a purchase, request information, register to attend an event, etc. 
4. Do You Know Who They Are? (Lead Capture Mechanism): While a potential customer is on your website, allow them to request information (RFP, discount coupon, consultation meeting, etc.). Then you’ll have that lead’s contact information to follow-up and close the sale!

Example

The website for Vantage Plastics (www.vantageplastics.com) uses Google Analytics to report traffic information, includes an easy top menu navigation structure and captures customer information in two major ways:

1. Companies can request a PDF catalog by submitting their name, phone, email address, etc. They then receive an email with a link to download the PDF. The Vantage Plastics website compiles all the information into the database and is a source for leads. 
2. Companies can request a quote by completing an online form and attaching a document that gets submitted to Vantage Plastics to review and follow-up with the customer.