You’re really proud of your website, right?

It looks great. In fact it looks better than great. The colors, images, and overall visual effect succeeds in communicating that your organization is serious about what you do.

But haven’t you felt the same way about a brochure?

The information in a brochure gets read once because the information is always the same. Your website should not be a place that visitors come to once and do not return.

You shouldn’t be judging your website based off its design. In fact you shouldn’t be judging it at all. You should be measuring it. You should be measuring the number of unique visitors that flowed to your website from last month’s tweets. You should be measuring the number of visitors who stopped by after seeing your latest video on facebook or youtube. You should be measuring the number of new subscribers to your blog.

You should be measuring all the responses to the interesting, fresh content your organization is producing and how successful that content is in bringing people back to your website and turning them into customers. Additionally, you should be encouraging people to comment and leave their own feedback and input on your website.

In order for this to occur your website needs to be capable of facilitating a constant flow of fresh content and developing long term relationships between you and your potential clients.