In order to attract and continue attracting the right sort of visitors to your web site you need to ensure that it is effective in its delivery of information and functionality. If there is no value to your VISITORS then they will not return and to have them return is what you want. You also need to ensure that they take some form of action that leads to business opportunities for you.



Some research suggests that 40% of websites are ineffective. Personal evidence would suggest that particularly with SME businesses it is as much as double this. If you are in business with your website you need to be able to ask yourself the question - how much does my site contribute to my business?

How we determine what is a positive contribution is a more detailed subject. It can be how much your bottom line is impacted either directly or indirectly. This is something you should measure and know becasue you have heavily invested in the development of your site. If you have no idea then it is suggested that you conduct an audit of your website with a qualified web designer or architect who understands what is involved. In doing so you should consider the following points:

1. Treat your website with respect - You have spent a lot of money putting it together. You continue to spend money keeping it active. You pay far more for a salesperson who invariably is involved in activities that can be achieved through your website. Be smart, use your resources effectively and deliver better results

2. Document the processes - This is no different to any other aspect of your business. Every aspect of your site and its operation and support should be documented and managed to a plan. This is a valuable business asset. The review of its effectiveness should be conducted on a regular basis and in accordance with a documented plan. Be sure that your operational staff have an input to the design. Whilst web developers are good at creating terrific looking websites they are not business people and have little understanding of such so do not be lead by them in how your business should operate its website.

3. Designing to meet the needs of those with disabilities - Whilst it may sound strange to expect blind people to read your website this is in fact a requirement under W3C standards and in fact a disabled person apparently took the Sydney 200 Olympic website to court because they could not read it as a visually impaired person and won their case. A few websites now have the ability to be read aloud as they comply with the W3C standards but I would venture to say this is a small minority.

4. The last aspect to consider is the integrity of your code - Be sure that all program code is without error and that all links go to an actual page. Misusing links are one of the greatest downfalls in websites. A number of websites provide free testing tools to verify W3C compliance, missing links or poor page upload speeds.

5. Responsibility for an effective website belongs with you as the business owner. Engaging suitably experienced Web Architects can assist in delivering an effective design that will provide functionality that works with your business and an Internet marketing strategy that will promote your website responsibly.

6. Responsibility for an effective website belongs with you as the business owner. Engaging suitably experienced Web Architects can assist in delivering an effective design that will provide functionality that works with your business and an Internet marketing strategy that will promote your website responsibly.

7. Treat your website with respect - You have spent a lot of money putting it together. You continue to spend money keeping it active. You pay far more for a salesperson who invariably is involved in activities that can be achieved through your website. Be smart, use your resources effectively and deliver better results