How does your website rank as far as attractiveness and user experience? Is it easy to navigate? Are visitors able to quickly find what they want?
Research shows people judge how a website looks in a fraction of a second. Simpler is usually better. The more complicated a site is, the less likely it will be deemed attractive. Simple navigation, singular-purpose pages, and a consistent color scheme can help improve the look and increase conversions.
As far as content, be sure and include information about your company and what you do (even if you think it should be self-explanatory), information on the physical location, contact information and a call to action such as “call us now” or “click here.” Create singular-purpose pages to limit complications. Also, consider including third-party validation messages such as testimonials and don’t be afraid to convey a bit of your unique character with images and text.
For more information, check out “10 Things Customers Want on a Website” in Entrepreneur.
Website Magazine offers some additional tips on visually evaluating your site.