Websites are the foundation of most communication strategies. Website addresses are included in all the marketing materials companies produce: email newsletters, online pay-per-click ads, print promotional items, business cards and more. We publicize our websites because they are powerful marketing tools for positioning products and services to prospects and customers.

As you continue to drive traffic to your website, it is important to make sure you are sending your visitors to a credible source of relevant and accessible information. Otherwise, you may find you are investing in communication strategies that only meet short-term goals. Customers or prospects see your advertising, go to your website via an online link or other method to only find an outdated, hard-to-navigate site that doesn't add value. They don't return again.

Redesigning your website doesn't have to cost a fortune or take a long time, either. You can simply start small by updating your most commonly visited areas and reviewing your content for outdated information, photos, etc.

Before you publish your website address again, make sure you can answer "yes" to these questions . . .

• Is the content valuable from a customer or prospect's perspective?
• Are the most commonly used resources easy to use and find?
• Is information presented in a concise format with the important data "above the fold" to avoid excessive scrolling?
• If you offer online shopping, is the process secure, fast and easy?
• Is your contact information in a visible location?
• Is your website designed in a professional manner to enhance your company's credibility?
• Is your content updated often to make people want to return?

Need a website refresh or redesign? OnMark Solutions can help evaluate your website's e-presence through web analytics and optimize it to enhance overall usability, correct technical problems and earn a higher search engine ranking. Don't drive your traffic to a dead end!