Web Wise: "Spring" Cleaning

Yes, I know. It's the dead of winter. But it's never too soon (or late) to take a careful look at your Web site and update it accordingly. As a matter of fact, the start of a new year is perfect timing for some site maintenance.

Two people should spend some time navigating your site and reading through each page. Let's start with the obvious stuff:

• What is the date on your copyright line?

Action item: Just like changing the clocks, your copyright line should be updated each January. What? You don't have a copyright line? Add it today.

• Are the staff, phone numbers, pictures and other basic information listed current and correct?

Action item: Update certifications, education, affiliations, etc., for yourself and staff. Take new pictures of your office, building and staff if the images currently posted online don't match present day.

• Check your contact forms, including online appointment schedulers and "contact us" pages. How well are they working? Who receives the information when a form is submitted? Are you asking all the right questions?

Action item: Fill out each of the forms on your site as if you are the customer or potential new client. Remove any unnecessary or confusing questions. Ensure your notification is received and responded to in a timely fashion.

• How do people view your site, both from the outside and inside of the site?

Action item: Head over to Google and search for your site using the query format (site:example.com). Can visitors easily identify your site and its contents just from the link and intro text that comes up on the results page? If you're not happy with the results, you can try the content analysis feature in Google's Webmaster Tools (www.google.com/webmasters/tools/) and learn how to improve your intro text as well.

Next, check out your site's appearance and functionality on multiple browsers, and when possible, different operating systems. Not everyone uses a PC with Internet Explorer.

I could go on for days about fixing a Web site. To me, a Web site is like a garden. You can design, build and enjoy the beauty of your labors, but it constantly needs weeding and new items to stay fresh. In other words, maintenance is key.

Do you have a question about ASA’s online features? Send it to me at angiek@ASAshop.org. Perhaps your question will appear in a future column!

ASA Web Ways: How's Your Business ... Today?

Do you know the numbers that spell success for your business? ASA and Michell 1 have partnered to provide ASA members with a new tool to measure shop performance. ShopMeter, ASA's newest Web-based member benefit, is accessible through the Members Only section of the ASA Web site, www.ASAshop.org.

For more information on ShopMeter, read our story from ASRW 2008 at www.autoinc.org/asrw/2008/nov6/1106kpi_CARS.html.