Don't be lame: a diagnostic tool

1. Is your site mobile-friendly? According to Smart Insights, mobile usage overtook fixed desktop use in 2014. If you don’t have the budget to hire a developer to build a shiny new website for you, there are free (or cheap) options for DIY Web-building software online that have responsive design built in to the package. Herrick says he prefers Weebly, but Squarespace is another good and popular option.



2. Does it tell a story? Sure, people are primarily looking for actionable information — the phone number for your store, your hours, the location. “Beyond that, they want to know about you as individuals,” Herrick said. “We try to add as much content as we can about the staff, their stories.” Building a persona for your business will make you memorable, and, as they put it these days, set your brand apart. Consider starting a blog. Or, if you don’t have that much time, make sure your company history, values and current scope of services are all clearly articulated.



3. Is it hard to navigate? This isn’t the ’90s. Just say “no” to clip art and poorly formatted, endless blocks of text with no negative space. You can find simple tutorials online that will cover the basics of good Web design. To start, avoid cluttering your site with distracting elements and opt instead for a clean, minimal look. Also, keep the navigation straightforward. There should be a clear, logical organization of secondary and tertiary pages.



4. What is your engagement on social media? These days, your social media presence is merely an extension of your website. And if you’re garnering a tepid response from followers, that could spell “missed opportunities” down the line. If you’re on multiple platforms (and you should be), you can use a one-stop solution like HootSuite to schedule all your posts. Herrick says contests and giveaways have by far been the most popular — and least expensive — way to drive engagement. “We’ve found that even giving away something really, really inexpensive is a great way to get organic growth on a post,” he said. People also go crazy for how-to videos and good photography. Chuck those grainy, awful cellphone shots and watch your numbers rise.



5. Do your kids think it’s lame? You know how it goes when one generation supersedes the other as “arbiter of cool.” Regardless, you might get some surprising insights from a younger person who’s able to provide a fresh set of eyes. Besides, did we mention that bit about millennial buying power? That’s roughly $1.4 trillion by 2020, according to projections from Accenture.