What do customers expect when they visit your website? What do they expect when they visit your actual location?
Meeting your customer's expectations online can be a tricky thing. Your customers may have entirely different needs and expectations than you are providing.
Using a good analytics program, research how your current website is being used. Where are clicks being made? Where are customers exiting? Where do they enter?
A short survey on your site can also provide valuable information. Did the customer find what they were looking for? Was the site easy to use and informative? How likely are they to use your services or product in the future based on information they have obtained?
Understanding why your customer locates you on line, what they find when they locate you, and where and what they do from there are the first steps to making that sale and keeping that relationship going into the future.