By Rod Austin

There are a variety of ways to quantify what constitutes a ‘good’ Web site, but the following checklist represents some of the more common factors used to determine the quality and effectiveness of your web presence:

Design – This might seem like a common sense item, but a surprising number of businesses are using design and layout techniques that went out of style two years ago. A professional and clean interface indicates that your business is credible, savvy and aware of professional standards, letting your web visitor know that you apply those same standards to all aspects of your business.

Functionality – Another basic but critical component is the usability of your site. Can your web audience find what they are looking for with ease? Or are they lost in poor navigation and broken links? In addition to tarnishing a company’s image, poor functionality has the potential to negatively affect your ability to convert users into clients/sales.

Content – There’s a saying in the Internet world that states ‘Content is King.’ That statement still holds true today, as fresh, relevant and informative content will keep your audience engaged in your message and give them a reason to make return visits to your site. Fresh content will also give your site a boost with search engines like Google (a great source of targeted traffic), as most popular engines factor in the quality and frequency of content when determining a site’s ‘rank’ for certain search terms.

Marketing – So you have a sharp and functional site with great content, but are potential customers able to find you? Internet marketing, when strategically combined with your offl ine campaign (TV, newspapers, radio, etc), is an affordable and effective method for growing your business.

An Internet marketing strategy typically encompasses a number of techniques, including banner ads, online public relations, email campaigns, e-newsletters, search engine optimization, viral marketing and pay per click. For most businesses, your Internet marketing budget should meet or exceed the amount invested in the site itself.

If you’re not sure how your site measures up, do a little research. Take a look at other sites in your industry, and consider asking your current users what they think via a short survey.

When done right, your online presence can help you grow your business and better serve your customer base. Conversely, overlooking critical components can cost your business time, money and most importantly, audience.

(Rod Austin is the online manager at the Bismarck Tribune, which has been awarded the No. 1 newspaper website in North Dakota by the NDNA for two years.)