Close to 40% of the small business websites on the Internet are not generating the desired results. In many cases, their owners have no idea why. Is your site one of the forty percent? You’ll know in just a few minutes if you answer just five questions.

1. Does your website’s design portray your business in the proper light? Think of 5 words or phrases you would like to have people use when describing your business and ask yourself if your site brings them to mind. If not, you have work to do.

2. Is the content of your website as good as it can be? You can only answer affirmatively if it is written with your target audience in mind, if there is not too much or too little verbiage, if the benefits of your product are well portrayed, and if there is a persuasive call to action. Otherwise, your site needs improvement.

3. Does your website include a frequently asked questions page? Remember that most readers skim, and are lazy about reading to gather new information. A FAQ page gives you another way to convey to them the information you feel is most important. As such, it can be a great sales tool.

4. Does your site include an “about us” page? Does it portray you and/or your business as honest, customer-oriented, and professional? My websites on online degree programs outline my professional experience in higher education and list both my email address and telephone number.

5. Is your contact information on your site? Is it easy to find? Your website visitors should at least be able to contact you via email, for two reasons. First, many will not buy from you if they have no way to contact you after the sale. Second, it is to your advantage to be available to answer the questions of potential customers. An order form is not a substitute for a contact form, email address, or telephone number. I think that commercial websites should have prominent links to a contact form on every page.

Your website will get you the best results if you view it as a work-in-progress, not a finished product. Review and evaluate it regularly. Seek the opinions of others. And, don’t be afraid to make changes.