How to measure the success of your website. The one thing that seems to work is focusing on the outcome first and work back from there. This means that the website targets where the business wants to go and wants to achieve.
You can just kinda throw together a few pretty photos on a template and say you have a site. OR you can create a tool that will help the business grow. There is no one piece that makes a website effective. Everything from the layout to copywriting needs to be done in a deliberate and strategic way so that the site can be as effective as possible and to lead your customer through the proper journey. That is where you see the ROI
Part of the reason websites are expensive is because the website needs to support the business. It takes planning and there needs to be a return for the company. What do you want the website to do? Is it a tool for referrals or does it need to directly sell products?
When you look at the success of a website there are a few elements of the site that you look at. You do this by using Google analytics, which is Free. Looking at things like the bounce rate, which is how quickly people leave the site after opening it. How many clicks is the site getting.
The second thing to measure is the path someone uses on the site. Ie home page > services page> pricing > contact us. What percentage are following that path? If most of the people who go to your site follow a specific path through your site its a good indicator that a lot of your marketing should be focused on those pages.
If you are thinking about updating your site google analytics is a great (free) way to get a gauge of what needs to be done. If you know you want to be updating the site in 6 months having that backdate of information for your developer to look at can fast track the update. If you have some data it means that the developer knows what area needs the most work rather than guessing.