If your web site were a colleague how would you describe them? That's an interesting 'kick off' question being asked by some web agencies when beginning projects for clients. I touched upon a similar theme in our recent e-book 'Is your web site really delivering success for your business?'.
Taking that one step further, if your web site were a colleague is that colleague really pulling their weight? Are they contributing to the overall effort to drive your business towards its goals? Are they given performance indicators to help them get there? And crucially are they appraised regularly and given the support to help them achieve the realistic goals they've been set?
'The web site is not really a focus for us' is not an option in 2012. In terms of cost-effective contribution to your business a web site represents an opportunity like no other. A web site that doesn't support business goals can cost you money. It's tempting to think that having 'something' is better than 'nothing', but what better way to send prospects running to your competition than to give them a less than satisfactory experience on the web, especially if that's their first introduction to your business? You could lose customers and that will cost you money.
So a business web site that has not been made to deliver and support well-defined business goals is like having an under-performing colleague - maybe they can be ignored for a while but eventually some action will have to be taken. On the other hand a good web site can and should be like having a valued employee, someone creating the right impression, doing the right things and working successfully for your business.