Editor’s Note – This post is in follow-up and support of The State of Your Web Site, a checklist from Dunkirk Systems, LLC which helps guide Web site owners to objectivity on the current state of their Web site. You can download a free, no obligation PDF copy at TheStateOfYourWebSite.com.

There is a reason for having a logo and branding. On the most basic level, it helps identify who you are to others. Whether you are the world’s largest razor blade company or the newest cupcake shop downtown, having a unique look and style and overall package of how you present yourself is important to your company. The same also holds for most all businesses, not to mention organizations and even individuals.

So why wouldn’t you extend this to your Web site? Before you ask yourself why I am asking this, think for a minute and you may recall a site or several where it was not readily clear who owned the Web site! Whether the logo or brand simply wasn’t there or obscured or someplace where it wasn’t expected, not having your brand prominent on your Web site can be a hindrance to your success online.

I believe in this so much that it is the #1 question asked on Dunkirk’s The State of Your Web Site checklist!

Why does this matter? Web visitors have a short attention span, and this has been proven with user testing. If within a few seconds a visitor to your Web site cannot determine whose Web site it is as well as find the information they are seeking, they may go elsewhere.

Making your logo prominent on your Web site and carrying through your branding to the Web site are not a matter of ego. You have invested in these, and they should be present on your Web site. Companies of all sizes may have Web standards developed along with their branding and logo to help guide this. In the absence of this, working with a graphic designer who understands the importance of branding – ideally the same designer who created your brand and logo – will help extend it to the Web.

By doing so does not mean your Web site will lack creativity. A creative designer will be able to prominently incorporate your brand and logo into your Web design! I have seen cases where the logo is “buried” somewhere in the Web site or landing page in the name of creative design. Buried can be defined as the logo being modified to fit the design but lose qualities unique to it, aligned to the right or bottom of the Web page so it is not readily seen “above the fold” of the Web page or simply left off. A balance must be struck to reinforce who you and your firm are with a great design.

A final tip is to make your logo a clickable link to your home page. It is common practice to make your logo a fast-track to the top of your Web site.

Ensuring your brand and logo are easily identifiable on your Web site is one step towards improving The State of Your Web Site.

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Do you know The State of Your Web Site?

From a client or prospect meeting to a summer picnic, I am involved in many conversations about Web sites. Some people brag about how much they love their Web sites. On the obvious flip-side, many say they hate their Web site. As the conversation flows to some depth, I often find in most cases people cannot quantify what it is they like or dislike about the Web site. By quantifying. I am referring to elements of a Web site which may be working or not working for the site owner, but no specific knowledge of which ones and their status.

In short, they do not know The State of Their Web Site.

To help add clarity and guide change to a Web site, my Web consulting firm Dunkirk Systems, LLC has developed The State of Your Web Site. It is a free, no obligation self-assessment checklist where a non-technical owner of a Web site can review the 34 questions on the checklist and move toward an objective answer to this question. You can download a PDF copy for free at TheStateOfYourWebSite.com.

Emphasis On The Non-Technical Owner

One goal of The State of Your Web Site is to help the non-technical owner of a Web site. Why? From our experience at Dunkirk, which includes my own personal experience with developing software for over 20 years, most “owners” of a Web site or any business application is they are not technical. They may understand technology, but they are most likely not programmers or technicians. Despite this, it doesn’t mean you cannot recognize issues or opportunities for improvements with your Web site. These questions are at a level where if the answer is not known or found to be at issue, a more thorough check by a technician can be made to gain its scope and make a recommendation.

Focus On Business, Content and Design

The checklist is broken into 3 categories – business, content and design – and each has specific questions related to these areas, and of course all can be answered from a non-technical aspect. The idea was where you could place this checklist in front of you, go through each question and navigate through your Web site to see whether you can check it off or not. These are not trick questions – they are presented in a straightforward, objective manner. That being said, someone may not know what a question is asking, which is another opportunity to learn.

Get Your Copy and Learn The State of Your Web Site

There is no obligation or any requirement of your name and personal information to get a free copy of The State of Your Web Site checklist. Feel free to pass along the link to your friends or colleagues, or simply send them a copy of the checklist! But once you use it, you may have questions on some or all questions presented, not to mention you may be ready to take the checklist to the next level and want an detailed Web site assessment. We do have a contact form on the checklist landing page where you can contact Dunkirk, or you can use the contact form on our Web site at DunkirkSystems.com.

In-Depth Converation On Each Question to Follow

Going forward, I will feature in-depth conversation on each question on the checklist here on The Hot Iron. I welcome your questions and comments on each. Together, we can all have a firm grasp on The State of Your Web Site.

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