Whether you're afraid near business-to-business, or business organisation to consumer, whether your cleaning is deep or small, technical or nonprofit, these are one cardinal questions nigh on your Website and application plan of action that should be self-addressed. Otherwise, you jeopardy absent opportunities, and not maximizing the legal instrument on your investment in your online attendance. If you haven't visited your own Website for a while, facade at it over again in pale of these questions:

1. Does your Website contemporary an pertinent statue of your company?

Marketers discuss a lot almost branding, and consistency of letter. Does your corporation holiday camp parallel how you'd look-alike your regulars to grain in the order of your business? Is it sophisticated, and nonrecreational looking? Does it speak direct to company in spoken language that they'll understand, and in ways that link up to their issues and needs? Image is too something like semipublic children. Publicity is a efficacious mercantilism tool, and reporters are more and more sounding for stories and data online. Does your Website hold out a media center? Does it set aside observation on new trial in your industry? Do you face up to the bad news, and gyration it to your advantage?

2. Does your Website suggest latent for new or right now untapped markets?

In nearly all the sites that I've consulted for, we've known markets or audiences beyond the "real-world" shopper floor of the business organization. This may be because the parcel of land extends the earth science accomplish of your mercantilism. If you have neat joyful on your site, it may as well be because people superficial for your branch of learning country brainstorm you in hunt engines, and move to read your articles and white written document. Either way, if you breakthrough umteen "non-traditional" people to your site, you should valuate whether they represent a affirmable new bazaar district for your business organisation.

3. Does your Website recommend eventual for new products or services?

A readable insight of your traveller wants may also provoke you to suppose new products or employment. On the Web, suit expertness into downloadable, for-sale placid provides semiprecious new receipts streams for more businesses and non-profits. You can breakthrough very good clues for encouragement accepted wisdom by chase the keywords entered into your own site turn out motor. These establish what people think likely to breakthrough on your piece of ground - and hence what they wish your business to bestow.

4. Does your Website deliver continuing further good point for existent customers?

Most holiday camp owners direction on effort new customers, and fall through to maximize the opportunities to advocate and service present ones. These reckon password-protected areas wherever your clients can pursue the advancement of their projects, portion documents near you, etc. Personalization and pre-populated forms (i.e. which are involuntarily chock-a-block in beside the customer's minutiae) relief to make a psychological feature of value, and set free incident for your company. Check the mediocre effect instance for a introduction from your Website. One of the top complaints more or less central friendship sites is that e-mails are not answered in a timely (hopefully 24 hours or less) posture.

5. Does your Website defend your intrinsic transaction and employee needs?

This ask relates to whether you're devising the foremost use of all unspoken for technologies, and desegregation them next to your online trading operations. Example applications to judge include:

* Instant messaging, scurrying comely a momentous business tool

* Knowledge bases - continuously updated databases that can impart automated consumer back on a 24/7 basis

* Streaming media, peradventure for just-in-time preparation or on-site manuals for your operatives

* Intranets and extranets, which are really in recent times rich names for password-protected employee and purchaser areas

6. Does your Website reunite full next to your "real-world" actions and processes?

One of the supreme frustrating guest experiences is to full a form, an application, or to refer a scrabble on your Website, simply to get an defect communication. Customers privation the protection of an e-mailed acquisition authentication. They want to cognise that they'll be interpreted off your mail roll against the clock and lacking the inevitability for threefold requests. With the difficulty of profession and programs today, sometimes a make over to a apparently orthogonal group can make havoc. Do you on a regular basis check all the signal forms and processes on your location to insure that no without warning gremlins have crept in?

7. Does your Website afford you with a rock-solid instrument on investment?

This is probably the utmost meaningful probe of the seven, and feasibly as well the peak complicated. That's because the answer depends on a comprehensible good judgment of the goals of your site, some in face financial terms, and in another smaller quantity physical benefits, such as heading detection. The keys to evaluating ROI, to shooting up your site, and often to more concern initiation concept can be found in your assemblage reports. These viewing what people are sounding for, how extended they spend on the site, wherever they go, where they leave, and what charge of response you get to the an assortment of calls to act. These reports can be discouraging - a general of figures, graphs and URL's. But I'd impressively suggest that someone in your institute should know them. Otherwise, you're actuation in the tenebrific near your Web land.

© Philippa Gamse, 2003. All rights bookable.

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