What are you getting from your site? Are you tracking results, traffic, leads, calls, etc..? What are your goals for your site?

A web site should be treated like any other marketing & advertising campaign. You should be calculating your return on investment & tweaking it to reach your goals.

• Traffic – How many visits/unique users do you get monthly? All sites should include some type of reporting software so you can log-in anytime & check your traffic. If not, sign-up for Google Analytics. It’s free, and offers a tremendous amount of information. You will have to embed a Java script in the footer of your pages, but this is not a difficult thing to do.  Along with how many visitors your site is getting, you can also see where they are coming from. This will help you in tracking performance on online ads thus helping you decide where to spend your money online. You can also see which pages are looked at most, the time people are spending on the site, from which page they are leaving the site and more. All of this data should be compared monthly and changes made to better the # of visits, time spent on site, traffic to important pages, forms completed, and other goals.
• Leads – Do you have an email form on your site? If so, where are the emails going? Are they being followed-up on within 24 hours (hopefully less)? How many are being completed vs. how many times the page is viewed? If you have a high abandonment rate on a form, you may want to re-work the questions or cut down on the number, so you get more completions.  If you don’t have a form, make sure you have an email link & that you can tell it comes from your site (set-up a new email address or set the subject line when the email link is clicked). And again, track the number of emails coming in. What are they asking? Is it something that should be added to your site?  If the goal of your site is to get people to call you, how are you tracking the call referrals? Does someone ask, or do you have a number dedicated to the site? Do you offer services locally or regionally/nationally? If regional or national, do you offer a toll free number? Make sure calls are tracked so you can show leads coming from the site, again, paying attention to what the calls concern. Do you need to cut the call volume? If so, what can you add to your site that will help people?

If you haven’t already, set goals for your site These can be a specific number of visitors, completed forms & calls. Track them and make changes to your site & advertising campaigns to reach those goals.