Does your website answer these questions?
The true measure of any marketing communications tool is how well it communicates, not how it dazzles visually or how much information it contains. In my client work, this truth is probably the one I share the most often with business owners and managers. The effectiveness of your business’ website (or any tool) depends on how well it answers:
1. What exactly does your business sell and to whom? 
2. What is your value proposition?
3. Why should someone do business with you vs. a competitor?
4. What action (next step) should a prospect take, and why?
Of course, the answers to these should already be part of your offline communications – if not, then that´s a good place to start. When redesigning your website to clearly answer these questions, please have your content and design reviewed by a marketing communications expert – web designers are not communicators any more than communicators are web designers! — Darren Ballegeer
