You've got a website. It's got some cool graphics and information about your company and maybe even a shopping cart for selling stuff. You've tweaked your copy and checked your tags, yet your visitors don't seem to do what you want them to do.

It's time to take a step back and think about why you built a website in the first place.

"We have to have a website -- everybody does!" This is the mentality of many business sites.

With that goal, inevitably you'll end up with someone in upper management complaining that the site isn't getting enough results to justify the expenses, although no one is sure how many sales or leads are attributed to the website. Or the CEO wants to know why the site's Page Rank is only a four, and traffic patterns don't match last year's numbers. Suddenly, everyone's scrambling around to "fix" something that may not even be a problem. Sound familiar?

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