Have you asked your customers and prospective/outsider groups if your website is useful and appealing? Both audiences will provide useful information in different ways. Not knowing how both groups perceive your website is like driving blind.
Customer surveys might sound like a big effort, but with tools like Google Forms, Survey Monkey, and Amazon’s Mechanical Turk, it’s neither difficult or expensive. Survey results can provide a level confidence and certainty to your marketing strategies and tactics. The survey should be anonymous so the customer will feel free to provide both positive and negative feedback on whether the website and business practices are relevant, influential, appealing, easy-to-use, and easy-to-locate important information.
Prospect / Outsider Survey
A survey of the prospective customers and even non-industry people provide useful comparisons between you and your competition. These surveys are typically done blindly, where participants are asked to choose the best and worst elements from a set of 2 or 3 websites (one of those sites being yours). This allows you to see how others perceive your website in relation to competitors.