Nearly every company is focused on driving traffic to its website. And that’s an important goal. But it brings to mind two even more important questions. First, is driving traffic to your website taking precedence over driving actual sales? Web traffic is great if it leads to new business; if it doesn’t, it missed the point. Second, is the destination worth the trip? When visitors arrive at your website, are they finding content that’s valuable to them? Do you know what they’re looking for? It’s a question worth asking.
