How do you know whether the time, energy and money you've spent on your web site is paying off? Is it worth adding new sections to your site, posting Tweets, introducing PayPal, or buying keywords? What's it worth to generate 10 new leads, or land one new client? Don't keep spinning your web wheels without knowing your ROI.

I like to play the role of "client advocate" for your website - thinking like your customer and making sure you're providing value, whether informational or transactional. You might not want to hear it, but sometimes the things you think are important can be largely irrelevant to visitors. So let me help you determine the criteria that are most important for turning your site into a lead generator, revenue creator or viral marketer.