Research among Web users tells us that they do not go to the Web to be entertained. Instead, they go looking for relevant information. Relevant information is information that solves a problem or answers a question. Does your site do that?

This one is a fifteen pointer. Give yourself a full fifteen points if you've done research among your potential visitors to determine what information is most important to them and if that information is on your Web site. I suggest a two-pronged approach to this. First, have the people who answer your phones and talk to your customers and prospects directly, sit down and go over the questions they're asked frequently, along with the information that's required to answer them. Thatāll probably handle most of your information needs.

Don't stop there, though. Go out and bring in some folks who are likely to be visitors to your Web site. Ask them what kind of information they want from you. Ask them what kinds of questions they have. Ask them what kinds of problems that they have that you might be able to solve. Then, turn that information, the answers to those questions and the solutions to those problems, into content on your Web site.

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