• our website doesn’t use Flash or any other fancy device which makes it difficult to load or view quickly
• our site has our telephone number and full business details stated clearly so visitors can get hold of us and realise we are a genuine business
• our site has been designed professionally and creates a good impression
• our site includes lots of client comments, testimonials or case studies which endorse the other messages
• we’ve stripped out all the jargon and three letter abbreviations, so the copy can be understood by anyone, even those outside our industry
• our site is written from the readers perspective, making it very clear ‘what’s in if for them’ 
• our site is updated regularly and old content removed or archived so that it’s clear it’s there for historical reasons only
• we have lots of useful things on our website; information, downloads, product specifications and there’s an opportunity for visitors to register for more 
• our website contains a clear call to action 
• our site gives visitors our sales message in an appealing way, one which they want to respond to 
• we measure the number of visitors we get to our site, as well as the number of enquiries and sales 
• we consider our website as an important channel in our communication with customers and potential customers 
• our website compliments our other marketing activities

If you find yourself saying ‘no’ then maybe you should spend your next coffee break deciding what you can do about it.

Further reading:
Turn your website into a goldmine
10 ways to improve your website

Article first published in Practical Marketing email newsletter, Feb 2009.  Subscribe to Practical Marketing here.