Quiz time: How well do you think your current website is performing for you? Remember, a good website is like having one of the most dependable salespeople around. Evaluate your own website using the guidelines below to see how you measure up. 

5 Elements of an Effective Website 

Users don’t want to wait around for a website to load on their end. And search engines can penalize your site if content takes too long to render. A good rule of thumb is to ensure your site loads in under two seconds on a desktop. 

If your site isn’t making the grade, check for typical culprits like large, high-resolution images, too many plugins and outdated features. 

2. It appears in search results

This one is a no-brainer. If no one can find your website, they won’t visit it. There are a few ways to look at search engine rankings: 

• Branded searches - These are searches that include your brand name or branded products. For example, if your business name is Primo Equipment, you’d want to appear at the top of the results anytime someone searched that phrase. Ranking well for branded searches ensures that people familiar with your brand name can find you. 

• Non-branded searches - These searches don’t include your specific brand name but describe your products or services. If you search “lightbulbs,” you’ll likely see results from companies like Lowe’s and Home Depot, even though you didn’t search for those specific stores. Capturing these searches is key to growing your sales and spreading brand awareness.

Related: SEO tips for manufacturing companies

3. It's educational

Once upon a time, websites were seen as digital brochures — a place for companies to talk about themselves. Today, an effective website should be a resource for potential buyers and customers. 

Buyers today spend more time conducting their own research upfront rather than relying on salespeople. By the time they reach out to you, they’ve often learned a lot on their own and formed an opinion.  Make sure your website supports them with manufacturing content that answers common questions and clearly explains how your products and services benefit them. 

4. It's responsive

Depending on your industry, mobile website visitors may account for more than half of your website traffic. You’ll need to make sure your website renders correctly on smaller, narrower screens, but mobile responsiveness is about more than just scaling down. 

Looking at how certain features work and function on smaller devices is crucial to delivering the best experience no matter where your audience is. 

5. It's up-to-date and accurate

Does your website have outdated information? Is your old logo or brand color still visible on the pages? It’s time for a refresh. 

Your website should always portray your brand the way you want to be seen. Whether that’s through visuals, like making sure the right brand elements are used, or by making sure the content is correct, know that a good website should get regular updates. 

How Did Your Website Stack Up?

Did your website hit the mark? If you’re achieving all or most of these areas, great job! If you are struggling in several areas, use them as a starting point for upgrading your website. A website that portrays your brand correctly, educates prospects and converts leads is well worth the investment. 

Need Help With Your Website?

We know website design and development isn’t a one-size-fits-all solution. Your business goals are unique — and so is your budget. 

That’s why we offer a variety of website packages. Whether you’re looking for a fast and simple solution or a customized solution for maximum performance, we have a package that’s right for you.