In This Chapter
• The state of your existing site
• What content to include
• How often to update your information
• The value of multiple websites
Curb appeal is a new term that real estate sales people use to describe how a property appears from the street. Nothing about what it's like inside, nothing about whether the layout and configuration would match the needs of a prospective buyer, just how the property looks upon first glance.
In the world of business, your retail outlet is your curb appeal: If you don't have attractive signage and a pleasant, professional storefront, a significant number of potential customers could be driving past without even slowing down. They don't know that you have the best selection of competitive products, offer superb service, or have a beautifully designed interior.
In this chapter we�ll assess the state of your current business Web site, consider your design and ascertain whether it�s doing all it can to help you bring in new customers and drive sales. You�ll also be introduced to an important axiom, that findability is about content, thoughtfully deployed.
Inside The Book