Successful new business development may require having a better website. In fact, it may require having a great website. But what defines a great website? It is simple – the site should help you reach your goals. So, what are your goals, and is your site working? Take this quick assessment to evaluate how your site is working for your firm.

Why do you have a website?
a) To communicate with clients
b) To attract cold prospects
c) To convert referrals to appointments

Do you know who is actually going to your site?
a) Current clients
b) Cold prospects
c) People who have been referred to you

Do you have a call to action?
a) Request to contact us
b) Contact Us form on website
c) Download our whitepaper or sign up for newsletter

When your website is successful, how will you know?
a) An increasing number of visitors going to your site
b) Clicks on your calls-to-action
c) Increasing number of people making a decision to come in and see you

In the financial services industry, measurable success is typically occurring when you answer “c” to the above questions.

Spend a few moments considering if you know what is happening with your website relating to your new business results. Ask your clients and prospects how they heard about you AND if and when they go to your website. Record the number of people signing up for your calls to action. Record it in a spreadsheet and look at it monthly. The results will be insightful and give you ideas for areas to strengthen your website in regards to your goals.

If your new business results depended on how your website was working, would you evaluate it?