Considering the rapid speed at which technology continues to advance, websites have become a lot like cars and cell phones—outdated in just a few short years. So, in order to stay ahead of the curve, here are three questions worth asking to make sure you’re getting the most out of this important investment:

  1. Is your website optimized for mobile viewing?
    Because more than 75% of individuals use a phone or tablet to browse the Internet1, first and foremost, it’s critical that your company’s website leverages a responsive design that adapts to varying screen sizes and devices. Without a responsive design, your customers’ viewing experience will suffer immeasurably. And when user experience suffers, so does the perception of your website and your business. Take these statistics into consideration:

    • 57% of users say they won’t recommend a business with a poorly designed mobile site.2
    • 40% of users will choose another search result if their first choice is not mobile-friendly.3

    Today, if you don’t have a responsive website, you might as well not even have a website at all. After all, a bad viewing experience will just drive traffic away from your site – traffic you’ll likely never get back.

  1. Is your website speaking directly to your target audience?
    Nearly 80% of people only do business with a brand that shows they know something about them.4 As you let that sink in, consider this—does your website speak to the variety of clients or customers you wish to attract? Highlighting results is important, but showcasing the ways in which your company can provide value to your clients and customers is critical in today’s increasingly competitive market.
  1. Is your website driving the results you need it to?
    Sure, your website is a great way to validate your company – a nicely designed, content-rich site is definitely appealing to an audience wanting to learn more about doing business with you. However, in today’s data-driven world, most companies want their websites to be a significant source of lead generation, too. To accomplish this, it’s vital that you’re prompting viewers to act – downloading information and/or providing contact information to build your database. These leads can then be added to your sales funnel – targeted by your sales organization or retargeted through digital marketing – leading to increased sales and revenue.Ultimately, your website is one of your most important sales tools in an ever-increasing digital society. And now, more than ever, if utilized correctly, you can use it to more accurately speak to your audience and drive greater measurable business results – so much better than a depreciating car or old cell phone.

4Marketo, 2017