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A strong website has informative content, is easy to navigate, and looks professional. Skip out on any of these ingredients and a website might not perform up to its full potential.

Consider: Are there any barriers or roadblocks where visitors might get frustrated? Can they quickly find all the information that they need? Is the experience memorable? How does it look when viewed on a mobile device?

Taking a step back and evaluating your website from your customer’s perspective can help you recognize possible areas of improvement.

Beauty is in the eye of the beholder. With that in mind, you need to make sure that your website passes the following tests if you want to get the most out of your investment:

It should be responsive: A responsive website provides a top-notch user experience, regardless of where or how it is being viewed by intelligently rearranging content and images to fit your screen size.

It should have compelling design: First impressions are a big deal. Strong visuals and attractive design will keep your website visitors from closing your page as soon as it loads.

It should be functional: A well-planned website leads visitors through each page in a consistent and practical way so that they have all the information they need when it comes time to make a purchase decision.

More often than not, your audience is going to be viewing your website while on the go with their phone or tablet. Your website needs to be able to adapt to each and every device.

Responsive design is coding a website so that it shape-shifts, with elements rearranging themselves automatically to fit the screen. In fact, it is so important that search engines will flag your website with a penalty if you don’t utilize responsive design.

Give your users a great experience and keep Google happy—it’s a winning combination!