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10 Questions
Every Web Site Owner Should Ask Themselves...

The hardest part about owning a web site is maintaining a sense of objectivity about it. We get caught up in the mechanics or, perhaps, the esthetics - the way cool flash intro, and lose site of the purpose of the site. Here's a list of 10 questions that might help you to focus more clearly on delivering a web site that affirmatively answers WIIFM. Don't know what that means? Well, it's the central question that every web browser asks when determining whether to invest his or her time and treasure in your site, namely, "What's In It For Me?"

1. Would I buy from my site? Whether it's service, products or simply reputation, you're selling something from your site. If you were looking for what you're selling, would you buy it from your web site?
2. Would I recommend my site to a friend? Don't be embarrassed, most people don't recommend the sites they visit to their friends and colleagues. A site has to be pretty extraordinary to motivate you to 'impose' on your friends in that manner. Right? So what would motivate you to recommend your site to a friend?
3. Would I sign up for my newsletter or ezine? Now we're moving from casual dating to a committed relationship. We aren't going to your place; you're coming to mine. So what's going to motivate you to give the keys to your inbox to a relative stranger?
4. Would I bookmark my site and return on a regular basis? Have you ever looked at your web statistics to see how many visitors have bookmarked your site? Did you even know that this information was tracked? What an honor! You've been selected to be part of someone's Internet reference library; a site of singular value. Is your site in your own library?
5. Would I choose my site as a model if I was building a new site or redeveloping an existing one? I mean, isn't this what we do when developing our site? We tell our developers we want a site just like XYZCo. Why? Because it delivers the value that you want yours to deliver. So, next time you're contemplating a major overhaul or addition to your site will you say, "I want a site just like mine ... just more of it?"
6. Would I request more information from my site? That's the key, right? You've whetted my appetite and now I'm even hungrier. I'm so intrigued that I'll give you my name, email address, why, heaven forbid, even my phone number. I'm smitten! Have you smit yourself lately?
7. Would I link to my site? Not only do I think my site is great but I don't mind sharing it with others - even if it means losing their attention. I'm not talking about the 'you rub my link & I'll rub yours' reciprocal kinds of arrangements. I'm talking about other sites that link to you just because you've got something special to offer. So, how about it, what would it take for you to generate such an unconditional link?
8. Would I be able to describe the purpose of my site within 30 seconds of hitting the home page? How about in 9 seconds? That's more time than most people need to determine whether or not a site is right for them. We all seem to be very good at conveying what we're not, how about becoming even better at conveying what we are?
9. Would I go beyond the home page to explore my site in depth? Look at your site stats. How many people enter and exit on the same page; the majority, right? And that's okay but look again, how many people look at 2 pages and then leave? You got them to take a further look and then you blew it. You turned them off and turned them away. So ask yourself, "How do I turn my turn-offs on?"
10. Would I spend more than 5 seconds on my site before clicking through to the next listing on the Search Engine results page? I'm sure you've seen the statistics on how many seconds you have to make a good impression upon meeting someone for the first time. Well the web's no different. It's a big party out there and your visitors don't have time to waste in dull, boring conversation when the party host, Mr. Google, has so many potentially interesting guests lined up for you to meet. Question, are you sitting on the dais at Mr. Google's party or at the table next to the kitchen?

Too often pride of ownership, complacency or just plain busyness affects our efforts to make our web site as effective as it can be in complementing our business. Next time this happens it might be worthwhile to ask yourself a few questions.

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