1.       LOOK AND FEEL – Does the website visitor feel inclined to engage or disengage? 

Disengagement Factors: As soon as your web page comes up, the visitor forms an impression about you and your business. If your website looks sloppy (ugly, images don't load, poorly balanced, etc) the visitor forms an opinion about the business as a whole and likely will disengage.
 

Engagement Factors: A visitor finding a polished and professional looking website will be inclined to form a positive image of the business represented.  A well-designed website will win the business an opportuity to engage the visitor in further dialogue in one form or another.

Look and feel is highly irrational and intuitive…but it is very real and has significant impact!

2.   FUNCTION AND EFFECTIVENESS – Does your website actually work?

Website Function: Can you present what you need to present? Online forms, videos, blogs, newsletters, feeds, authentication, etc. Can you manage your content? Cost factor, effort factor, skill factor, time factor

Website Effectiveness: Do you have specific website goals?   What is your website supposed to do?     Do you have a website strategy? Can your website effectively accomplish the strategic 

Your website needs to be effective in accomplishing business goals – it needs to drive business!

3.   COST AND VALUE – Is your website cost-effective?

Initial Investment:  Low cost…is it effective? You aren’t saving money if it doesn’t work. High cost…is the ROI acceptable? Long term ROIs are risky

Ongoing Investment: Low cost…is it possible to make the kinds of changes you need to make? High cost…can you afford to make the changes you need to make?

Your website needs to be effective without being prohibitively expensive – you need a lot of bang for your buck!