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.