Every business owner knows that one of the biggest keys to success is having good employees. What most people don’t realize though is that a business’s website is essentially a virtual employee and unfortunately, there are a lot of lazy (website) employees out there. Good help is hard to find so how can you tell if your website is working hard or hardly working? Let’s start by looking at the characteristics that make for a good employee.

Friendly – Much like a receptionist, your website is often a potential client’s first impression of your business so you want your website design to be friendly and inviting. Some tips to make your website more user friendly include: easy to find contact information (best practice is to have your number at the top of the page and in text so people can easily copy/paste it and the address within the footer at the bottom of the page), high quality images – even better if they are your photos and not stock images, and an intuitive layout so that people don’t have to hunt for information.

Knowledgeable – You are the expert in your industry and much of your time is dedicated to explaining to customers how your product works and the benefits of your service. Thanks to the internet, consumers today are more informed than ever. Let your website help educate your clients by making sure that it has lots of information on your products, services, benefits and more. It’s crucial that this information is up to date and has the accurate information.

Accessible – Ever have an employee that was always late, never at their desk, and seemed to always disappear? I bet that employee didn’t last long. While the circumstances are a little different, it’s crucial that your website is also accessible. What does that mean? Well first of all, it needs to work correctly on all major devices (computer, smartphone, and tablet) it also needs to work on all the different browsers now available including: Chrome, Mozilla, Safari and Explorer. Lastly, people need to be able to find your website, so if it’s not ranking well in the organic search engine results pages, or you’re not doing paid search, then your website isn’t accessible when your customers need it most.

Driven – Lastly, like any good employee, your website should help you make more money. Unless you are ecommerce, this might not be a literal profit, but websites should still be designed to drive visitors towards a conversion. Conversions are desirable actions that occur on your website, this could include anything from signing up for a newsletter or completing a Contact Us form to placing a call or downloading a coupon to bring in store.

Chances are, all of your business cards, printed collateral, newspaper ads and everything else you do have your website address on them. So now ask yourself, is your website a lazy employee? If it’s not helping your company make more money, it might be time to fire it and get one that does.