As you’re contemplating what you achieved in the 12 months just passed, it’s a good time to ponder the 12 to come. Did you accomplish the goals you set for 2007? Are there even higher ones to shoot for in 2008?

At this point, your website should be an integral part of your company’s marketing effort. In fact, if you’re giving it the time and attention it deserves, your website should be the most effective form of advertising you have. And if you’ve properly identified your keywords, regularly added new content, and reviewed every page to make sure your “virtual” company reflects the value and benefits of your real one, then whatever you’ve invested in website development should be on its way to back to your coffers in the form of increased sales.

If it isn’t—if traffic isn’t steadily increasing, if customers aren’t making use of the information and services on your site, if sales aren’t greater now than they were six months ago—then your first task of 2008 is to find out why.

Start by asking these questions:

1.      Does my website focus on a specific goal? It should. If you haven’t already, articulate in 20-25 words the exact purpose of your website. Most likely, you built a website to achieve several goals, but you should be able to identify one single, primary purpose. Added benefit: you can probably use that statement on your home page!

2.      Am I adding new content on a regular basis? Even one or two new pieces of inventory a month, an updated staff photo, or a paragraph about the Little League team you’ll be sponsoring in the spring, is sufficient. Search engines respond to change; a dormant website is one missed opportunity after another.

3.      Is my contact information sufficient and obvious? Don’t make people hunt for your phone number because they won’t; they’ll just move on to the next site. Make sure your name, phone number, fax number, e-mail address, physical address, etc. are prominent and accurate.

4.      Have I provided enough information about my products and services? When it comes to web pages, think Henry James instead of Hemingway: the more details, the better. Ideally, each page of your site should have between 700 and 1500 words. Fewer than 700 words and search engine spiders may skip over your site entirely; more than 1500 and they won’t take the time to search for keywords. (There should be 7 -21 of those sprinkled throughout each page, by the way.)

5.      Would I feel comfortable purchasing my product online? People have no imagination. They need to see what they’re buying—preferably from several angles. They need to read about every feature, from size and color options to lifespan and care instructions. The more details you provide, the greater your customers’ confidence in purchasing.

6.      Is my site secure? Besides having no imagination, people are skittish. Never mind that the guy taking orders at the sub shop could copy their credit card in a heartbeat; if they’re shopping online, many people fear the worst. Put those fears to rest by installing a security encryption program, or utilizing a service such as PayPal.

7.      Do I have helpful links on my site? If so, are they functional? Including relevant resources on your site will pay off handsomely, but broken links (those that lead to a “404 error” or “Website not found” message) are annoying and can hurt your search engine ranking. Appoint someone to check, on a regular basis, that all your links are working.

8.      Am I giving visitors something they can’t find anywhere else? Be realistic: unless your product or service is truly unique, there’s a lot of competition out there. Give visitors to your website a reason to like you better than everyone else. It could be staff pictures, so people can see who they’re dealing with; a compelling benefit such as free shipping or discounts on subsequent purchases; links that offer information on related subjects; or even a bit of entertainment, such as a crossword puzzle about your industry, an activities page for kids, information about community activities you’re involved in, or hints on unusual ways to enjoy your products. Keep it related to your company, of course, but don’t be afraid to get creative.

A little year-end review is a perfect way to gear up for a fresh beginning. I encourage you to take this opportunity to fine-tune your existing website, start thinking about improvements, and get ready for the benefits still to come.