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So, you’ve got a website. What exactly is it doing for you?

You might have an answer to this question. I hope so, at least. But does that answer directly address the bottom line? How has your website increased the value of your business in the last month? The last six? How does that compare to last year? Socrates said “the unexamined life is not worth living” – I’ll bastardize that comment for my own purposes and claim that the unexamined site is not worth owning. Not quite as eloquent, but it gets the point across.

Caveat: don’t just pay lip service to metrics and tell me how many visitors you’ve seen in the last month. That’s a factor, but not quite so important. Instead, tell me what you’re doing with those numbers – what they’re seeking – why are they looking for it – and how can we profit from it?

A website is imbued with the powerful ability to provide to the owner a whole helluva lot of information about site usage. Who’s visiting – when – even why and how. It tells you a lot about the interests and profile of your visitors. It’s whispering secrets regarding the way your business should move.

Are you listening?