The only thing that matters for a website is how well it performs. Performance can be broken down into four main categories:
The most pivotal aspect of every website is people seeing it. You need to focus more on how many visitors your website is getting than on any other thing. You can test the reputability of a web company by asking them for a proposal on how to increase your website’s traffic. The more detailed the campaign, the better the developer. It will probably cost more, but traffic is the entire purpose of your website. If they are not able to provide you with anything, then do not use them, that means they will skip steps necessary to a website providing value to your business. Even if you cannot currently afford the extra marketing, you need a company that understands how to do things properly and isn’t cutting corners. Traffic is increased by SEO (Search Engine Optimization – ranking higher on search engines like Google), paid ads on Google Adwords, social media campaigns, brand recognition, faster page speeds, accessibility, and having content that will attract visitors. While the basics are always the same, every business and market is different, so a personal cost benefit analysis needs to be done to see what is most beneficial for your business.
Most web traffic has become mobile oriented. People are searching on phones and tablets more often than computers. Every internet browser (Internet explorer, Safari, Chrome, etc) follow slightly different rules. Your website needs to work on all devices and all internet browsers so all users have access to your website. Mobile friendly websites are also an extremely important part of ranking higher in search engines. Google has a tool that will test if your website is mobile friendly and can be viewed here. Individual browsers require lots of testing and an understanding of how code works across various systems.
Without content your website is nothing. Content is the backbone of your website, and the most overlooked thing by most designers. Good design is something that presents the content in the most accessible fashion to the website’s users. You need to consider what your company offers and can provide to users before you talk to a web developer. Your website must both educate users about your business and provide value to those that visit it. If you aren’t sure what should be added to your website then have a developer give you some suggestions.
Most websites are trying to sell something. It could be a service and you’re wanting the user to call you, to sell a product from the site, for them to stay on your page and view ads, or just to increase awareness with something, but they always have a purpose. A website is only effective when users take specific actions. Remember 10% of 100 is the same as 1% of 1000.