My friend and colleague, Jerry Gitchel (www.jerrygitchel.com), an expert in web site marketing, suggests you ask two questions when you consider updating your web site. "What do I most want (web site) visitors to do?" and, "What am I doing to help them do it?" Gerry talks about WIIFM (What's In It For Me (the visitor)). In my work, all too often, I've found sites that are concerned with what looks great (but may not sell) and/or with "I" and/or "we" data predominating, rather than "You" focused information. These sites are about the company, not the visitor, and I suspect their sites provide them with few returning visitors and fewer sales.

Your web site can be a valuable marketing and sales tool, but prospects/customers must find value there if it is to do its job. Does your site clearly communicate what you want your visitors to do? Is it about giving them value? Does it help create a bridge between the visitor and your company? If not, why not?