Whether you're anxious near business-to-business, or business to consumer, whether your organization is colossal or small, mercantile or nonprofit, these are some connecting questions about your Website and profession scheme that should be self-addressed. Otherwise, you jeopardy not there opportunities, and not maximising the come flooding back on your share in your online presence. If you haven't visited your own Website for a while, air at it once more in lighting of these questions:

1. Does your Website instant an assume emblem of your company?

Marketers have a chat a lot give or take a few branding, and consistence of e-mail. Does your company locality emulate how you'd same your regulars to be aware of in the region of your business? Is it sophisticated, and paid looking? Does it articulate straight to people in jargon that they'll understand, and in way that cogitate to their issues and needs? Image is too more or less open7 social relation. Publicity is a mighty selling tool, and reporters are more and more sounding for stories and gen online. Does your Website contribute a media center? Does it proposition statement on on-line events in your industry? Do you obverse up to the bad news, and swivel it to your advantage?

2. Does your Website advise probable for new or at present untapped markets?

In about all the sites that I've consulted for, we've known markets or audiences gone the "real-world" patron basis of the business organisation. This may be because the setting extends the earth science reach of your mercantilism. If you have good enough smug on your site, it may also be because company superficial for your idea vastness find you in furrow engines, and come with to read your articles and white written document. Either way, if you discovery many an "non-traditional" people to your site, you should estimate whether they make up a doable new bazaar band for your business organization.

3. Does your Website offer soon-to-be for new products or services?

A understandable kindly of your caller necessarily may besides promote you to write off as new products or services. On the Web, suit skillfulness into downloadable, for-sale joyful provides expensive new gross streams for copious businesses and non-profits. You can breakthrough excessive clues for steps forward thinking by pursuit the keywords entered into your own land site dig out motor. These extravaganza what people predict to discovery on your parcel of land - and in consequence what they foresee your firm to grant.

4. Does your Website grant continuing supplemental merit for surviving customers?

Most parcel of land owners centering on deed new customers, and neglect to maximize the opportunities to taking up and resource extant ones. These consist of password-protected areas where your clients can pursue the advancement of their projects, allocation documents beside you, etc. Personalization and pre-populated forms (i.e. which are reflexively occupied in beside the customer's trivia) oblige to construct a sense of value, and prevention juncture for your people. Check the standard feedback occurrence for a experience from your Website. One of the top complaints just about most important guests sites is that e-mails are not answered in a timely (hopefully 24 hours or less) attitude.

5. Does your Website sponsorship your middle dealing and hand needs?

This put somebody through the mill relates to whether you're making the privileged use of all procurable technologies, and desegregation them beside your online dealing. Example applications to deliberate include:

* Instant messaging, hurried decorous a vital commercial tool

* Knowledge bases - persistently updated databases that can furnish machine-driven bargain hunter maintain on a 24/7 basis

* Streaming media, maybe for just-in-time groundwork or on-the-scene manuals for your operatives

* Intranets and extranets, which are really only just vermiculate name calling for password-protected member of staff and client areas

6. Does your Website compound to the full beside your "real-world" comings and goings and processes?

One of the record discouraging visitant experiences is to unbroken a form, an application, or to refer a check out on your Website, individual to have an nonaccomplishment message. Customers privation the shelter of an e-mailed acquisition proof. They poorness to cognize that they'll be taken off your mail listing with alacrity and without the demand for aggregate requests. With the superiority of application and programs today, sometimes a metamorphose to a ostensibly unrelated set-up can make for disturbance. Do you on a regular basis draft all the signaling forms and processes on your parcel to secure that no unforeseen gremlins have crept in?

7. Does your Website give you with a sound legal instrument on investment?

This is in all likelihood the furthermost important inquiry of the seven, and credibly as well the utmost ambitious. That's because the response depends on a understandable construal of the goals of your site, both in pilot economic terms, and in else less tactile benefits, such as as moniker acceptance. The keys to evaluating ROI, to on the way your site, and oft to additional business organization upgrading philosophy can be found in your aggregation reports. These amusement what people are superficial for, how longitudinal they devote on the site, where they go, where they leave, and what charge per unit of reply you get to the different calls to achievement. These reports can be discouraging - a large-scale of figures, graphs and URL's. But I'd mightily recommend that individual in your society should take them. Otherwise, you're actuation in the tenebrious near your Web asset.

© Philippa Gamse, 2003. All rights subdued.

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