Websites by their very nature are a compromise of competing issues. Aesthetics, multimedia, frame construction, HTML, Flash, client-side, server-side, data bases, SEO tactics, information architecture, marketing communication, transaction efficiency all compete for precedence in the design of a site. Are you sacrificing clarity, focus, and communication for SEO tricks and unattainable traffic numbers? Did you start with an IT solution like a database, and build your site around a poorly conceived information delivery system. Does your website's design reflect your sites' defined business purpose or is it a result of secondary technical concerns?

Does your website represent and promote your marketing objectives? Okay, this is a trick question for many small owner-managed businesses. Marketing is not sales. Marketing is about communicating who you are, what you do, and why you do it better than the other guy. Marketing is about image building, branding, and positioning, in other words, enhancing your business personality. Does your website honestly reflect your business personality?