Judging it honestly.
THE QUESTION
Is the site producing what you built it for?
If the purpose was enquiries, count enquiries. If it was sales, count sales.
WHAT TO MEASURE
Enquiries or sales attributable to the site Which pages produce them Traffic, as context rather than as the goal Where visitors leave
WHAT NOT TO MEASURE
Page views alone Time on site, which is ambiguous Bounce rate in isolation Rankings for individual keywords
ATTRIBUTION
Analytics misses phone calls, WhatsApp messages and walk-ins prompted by the site.
Ask every new customer how they found you, and record it. That gap between what analytics shows and what customers say is frequently large.
A BASELINE
Record where you are now. Without it, later changes cannot be judged.
REVIEWING
Quarterly. Monthly figures on a small site are noise.
THE HONEST ASSESSMENT
If the site produces nothing after a year, something is wrong with the site, the traffic, or the assumption that a website was the right investment.
