Gaining recognition and credibility through capturing notable awards is an essential part of business, but it is sometimes overlooked by emerging companies. Award recognition is a vehicle through which companies can achieve validation, draw in investors and partners, grow their media presence and wind up with a valuable stamp of approval on their products. 

Validation is a key reason why companies prioritize submitting their innovations and products for awards. The robust judging process, often conducted using premier, global industry leaders, shines a spotlight on deserving companies that may not previously been well-known in the industry. 

Accompanying validation, the value and benefits from winning an award materialize in the many ways a business can leverage the recognition. Award badges and logos given to the award recipients can be posted across social media, used on websites and in email signatures. This encourages the audience to associate the business name with the award’s prestige and reinforces in their minds that the business, its products and services have value. 

Not all awards are created equal and your public relations agency can aid in sifting through the opportunities.. Most technology awards focus on recognizing a product or service, meaning they often have similar submission processes. However, some awards carry more weight than others depending on which organization sponsors them. . For example, The World Changing Ideas Awards, sponsored by Fast Company, is a top-tier technology award distinguishable because of Fast Company’s positive popularity.  While top-tier awards can be considered home runs, emerging companies often cut their teeth on less distinguished awards and these are valuable, too. In time, they can lead to winning the biggest and best-known awards.

The process for selecting the best awards for your business can be based on these four factors:  the organization holding the award, if it is legitimately judged or a “vanity” award, the previous winners and the list of sponsors/judges.

It is a good best practice to look into who is holding an award because it will inform the decision to submit for it or not. A good rule of thumb is to submit for awards that are put on by a publication, such as Fast Company or CNBC, or a trade association you are involved in. 

Awards fall into two main categories: what we consider legitimate awards and what appear to be vanity awards. A vanity award can be won by simply submitting the requested information and paying the entry fee. While these are less desirable, in some situations there can be some value in obtaining these. What is important is knowing the difference. 

A legitimately judged award requires knowledgeable judges, typically well-known figures in the industry, to decide if your innovation or company deserves special recognition. Award submissions typically are long, detailing the innovation process and outcomes, workplace environment, and company financials.  

Additionally, do research who is sponsoring the award as this can provide more credibility and validation. If the award is sponsored by an array of established companies, you can be assured the award is legitimate and has value. Also, be sure to look into the winners from previous years as this will allow you to better understand the focus and scope of the award and how your company may fare in the competition. 

The submission process is the most important aspect and a knowledgeable PR team will be able to help you expertly convey the value of your innovation or product. A winning award submission often goes beyond simply displaying the work that was done to create an innovation. Judges like to gain insights when you highlight the nuances and challenges your company faced during the development of your technology. A PR team also will write the submission keeping the audience, i.e the judges, in mind, ensuring that a non-quantum audience can understand the context and potential impact of your innovation. 

Awards provide a company with greater brand recognition and validation. Don’t be afraid to start applying for awards to receive the recognition that your company deserves. 

Some Savvy Quantum Experts Weigh In

 

The declining economy, both in the U.S. and overseas, has raised questions for those focused on the world of quantum technology.

Is quantum tech immune to the broader economic decline? Or at least more resilient? Can quantum tech companies withstand a recession? A continued slide in the equity markets? Investor impatience? Continued supply chain woes?

If the sector is, indeed, immune, what factors are driving this? Are they sustainable? And if the sector is no different from other once-thriving tech companies suddenly facing a downturn, what should we expect from quantum startups in the months ahead?

All good questions! We turned to some savvy quantum tech experts to find some answers.

None of our questions elicited black-and-white answers, shades of gray were the common thread, but overall, the responses were encouraging.

“Given the relatively early stage of quantum hardware, few investors of quantum computing are anticipating an immediate return on their investment. I expect forward-looking organizations with reasonably durable budgets for exploratory technology to stay the course with projects already in flight, though there may be a more ‘wait and see’ stance throughout the rest of the year,” commented James Sanders, Research Analyst, Cloud & Managed Services Transformation, at 451 Research (S&P Global Market Intelligence).

Not a Death Blow

Doug Finke, managing editor of Quantum Computing Report, suggested a mixed optic: “The quantum tech sector will be impacted somewhat, but I wouldn’t characterize it as a ‘death blow.’ There are signs that VC investors are becoming cautious and may not be as ready as before to make investments in quantum computing.” Finke and several other experts noted that some quantum companies that were wishing to go public via a SPAC have delayed their plans.

Brian Lenahan, founder/chair of Quantum Strategy Institute and CEO of Aquitaine Innovation Advisors, drew a line between prepared and unprepared companies. “A current abundance of funding in the sector may delay a recessionary impact in the quantum sector. However, companies without built-in resilience from experienced advisors, proximity to clients, near-term cash flows and a long-term view will be challenged to survive a prolonged downturn (ala 2008-2009), notwithstanding the current glow of quantum investment.”

André König, CEO of Interference Advisors, had optimistic words, diluted with caution. “We are entering a historic downturn. And while quantum tech won’t be spared, I am confident that it will remain relatively sheltered. I do not see a significant correction impending due to the current macro climate. The driving factor in quantum tech is the tension between maturity curve and market forces, more so than micro- or macro-economic trends,” König said.

A Different Yardstick

“While every sector and venture must adhere to good business hygiene, quantum tech is isolated from the environment by its very own, spooky nature. Quantum tech is still a very young industry. There is as much science as engineering that needs to be done for users to derive any real value out of this paradigm-shifting technology. And while market forces – driven by investors and stakeholders in quantum tech – drive hype and expectations, reality is that we are too early to be measured by that yardstick,” König added.

He cautioned further, “The combination of these factors should not make anyone feel safe, in the slightest. Cash will get expensive, resources scarce, capital will slow, and projects will be scrutinized more intensely. Execution, in this context, is key. . . I see the next two years as the opportunity to truly prove the potential of the technology and position for true scaling.”

Lenahan has a similar impression, “Quantum immunity should last in the short term, yet the technology represents a small portion of today’s IT budget with substantial, scaled commercialization years away – suggesting challenging times ahead.”

Russ Fein, Managing Director of Corporate Fuel Partners, has real concerns about the quantum sector, but not because of the general economy. “I’ve recently been worrying that the quantum financing party may be ending soon (or at lease sputtering a bit), but that has nothing to do with the broader downturn.  Hardware players have raised huge sums in aggregate and will begin to need to go back to the markets soon for B-rounds.  Without very clear achievement of milestones, it will be difficult to raise more capital and I expect there to be an increasing number of down-rounds, which will add drag to the overall QC investment environment.  This is now exacerbated by the broader market decline.”

An upbeat view comes from Nardo Manaloto, Managing Partner, Qubit Ventures, who commented, “Since the quantum tech sector is still in its nascent stages, the impact is minimal for those startups in early stages. There is built-in resilience due to the amount of time it will take to realize, apply and adopt this technology. The impact is primarily on the larger VC firms investing in ​the quantum computing companies that have gone public and have pressure to show traction and require larger investment amounts.”

Watching Layoff Trends

Connor Teague, president of Quantum Futures, closely watches quantum employment trends in his position as a quantum-specific recruiter. “I can only see it slowing down if people are being laid off and the reason people will be laid off will be because of investments slowing down. If companies continue to hit their targets, then I don’t see a problem.  However, companies are over-promising on their roadmap to secure funding. It’s incredibly difficult to reach these milestones, which strains how the rest of the world views quantum computing businesses. They think ‘it’s not working,’” Teague said.

Teague adds that quantum-specific VCs do understand it’s a long-term investment and so they may give their portfolio “extra backing to weather this storm.”

Christopher Bishop, Chief Reinvention Officer at Improvising Careers, offers further confidence. “With my economic historian hat on, we need to keep in mind that all technologies were once ‘new’ – quantum is no different. Interest always waxes and wanes. This has been true for breakthroughs from the Victorian internet (telegraph) to the personal computer.

“But the potential impact of quantum information science is so broad-based and wide-ranging – from both the benefits it can deliver as well as the risks to areas like data security – that interest will not wane any time soon. The application of quantum information science will change how we live and work – even though it may be 5, 10, 20 years out. And as a result, it will generate continued focus and investment,” Bishop noted.

Taking the conversation further, the experts offered reasons why, or why not, the quantum tech sector differs from broader tech.

Fein points to a longer economic cycle in quantum and more patience from players in the industry. He surmises, “Given the power and potential of quantum computers, there is a bit of a protective aura around the space vis-à-vis broader market cycles.”

Sanders points out that in comparison with other enterprise technology and mass-market consumer electronics, supply chain issues have less impact on quantum tech companies. “There is no mass manufacturing in quantum computing or networking. Devices in use now are generally assembled by PhDs, and the consumption of components (industrial control, laser assembly, etc.) are not in particularly high volume.”

Also attributing to the quantum tech differential is the level of attention given to these companies. Finke commented, “The other difference is that quantum tech has more hype.”

Global Government Funding

Several experts quickly pointed to the almost ubiquitous global government funding flowing to quantum startups.

Finke said, “Quantum tech has received substantial government funding, and this funding will continue or even increase. There are certain concerns about national security as well as national economic health that will motivate governments worldwide to maintain this funding. In particular, the European countries and China are funding quantum tech at an even higher rate than the U.S. because they don’t want to see the U.S. dominate quantum tech in the same way it did with classical computing tech.”

König concurred, “Let’s not forget that quantum tech is a national priority of the highest order for the major markets in North America, Europe, parts of Asia, Israel and other regions.

So, what do the experts see in their crystal balls if the quantum tech sector softens along with the rest of the technology realm?

Pockets of Pain

Fein, while not attributing the slowdown to the broader economic decline, still anticipates “pockets of pain as individual companies miss milestones and/or run out of funds.”

Sanders has thoughts about the impact of the currently small quantum talent pool on the less common hardware approaches. “The truism of ‘if you want to go far, go together” may apply to quantum, particularly for the multiple early approaches around superconducting and ion qubits, versus more boutique approaches such as electron-on-helium, where only one startup with extremely specialized knowledge is pursuing a modality.”

Lenahan offered additional thoughts: “Taking reference from the various eras of artificial intelligence waves, quantum tech companies not producing commercial results should expect a decline in theoretical quantum activities. However, an emphasis on in-market use cases should generate continued interest from investors and consumers. Sector wide, we should anticipate reduced conference overlap (participants being more selective) and a slow shift from talent undersupply to a more balanced talent gap.”

Full-Stack Winners

The experts anticipate more mergers and consolidation within the industry, particularly if there is a softening of the sector. König commented, “The quantum tech market is poised for consolidation, full stack providers will emerge as winners and capital will flow to those projects promising the best approach to this yet unsolved puzzle.”

A few other predictions emerged from the expert panel.

Fein said, “I believe the general philosophy will remain ‘full steam ahead.’ That said, companies will begin to worry that their next round may be more difficult to close, and so may do things to extend their runways.  Companies like PsiQuantum, which raised enough to weather many years, will keep their foot on the gas.  Those with less than 12-18 months of runway may begin to be more guarded in their spend.  I doubt we’ll see wholesale layoffs, but we may see a slight slowdown in hiring and investment so that runways can be extended.”

Gradual Changes

Finke suggested, “I think changes will be seen gradually. In fact, some may have already started as seen in the stock prices of IonQ and Rigetti, and perhaps some of the mergers within the past few months. There will likely be a shake-out in the industry.” This follows the pattern of many industries including “railroads in the 1840s, automobiles in the early 20th century, radio in the 1920s, television in the 1940s, transistor electronics in the 1950s, computer time-sharing in the 1960s, and home computers and biotechnology in the 1980s (from Wikipedia).”

“However, a few stronger players will survive and even thrive. Netflix was founded in 1997 and Google in 1998, a few years before the internet tech bubble started bursting in 2000. So, in the end, winnowing the quantum tech companies may prove beneficial to the industry in the long term because weaker companies will go away and stronger companies will become even stronger as major players,” Finke added.

König summarized, “I am a huge proponent of commercialization and solution selling, and that is my goal for quantum tech, but the point we are at in the current development is still very much dominated by scientific development and even research. Thus, while there undoubtedly will be financial pressure on any vendor and startup, I do not expect to see a fall out due to the current externalities.”

(Editor’s Note: This blog was originally published in the Quantum Computing Report)

You never know where a friendly cup of coffee can lead. Sometimes it’s to a subatomic world where unprecedented opportunities await.

It was April 2019 when I was searching for compelling topics to cover as part of HKA’s relaunch of its pioneering EmergingTechPR blog. During my research, I came across a website called the Quantum Computing Report (QCR). To my surprise, Doug Finke, the site’s founder, was based just a couple miles from our office. Intrigued by just the sound of ‘quantum computing,’ I asked if we could talk.

Doug and I met for coffee. His background was impressive with more than four decades of technology industry experience, including stints at Intel and IBM during pivotal moments in their histories. Doug somehow had the foresight to see another pivotal moment on the horizon and established QCR in 2016 to provide informed commentary and analysis on the still nascent quantum computing industry.

During our chat, Doug did his level best to explain quantum computing to this layman. And while I didn’t understand everything – if not most things – he told me, it sure was fascinating. So I wrote this post – A Quantum Leap in Computing Is Coming.

Doug and I kept in touch. And in the meantime, the world of quantum computing exploded onto the scene with Google announcing it had achieved ‘quantum supremacy,’ meaning its quantum computer had solved a problem that no computer on Earth could accomplish. It didn’t matter that the answer wasn’t useful – many considered it the Kitty Hawk or Sputnik moment of our age. Doug was right! What he saw coming had arrived!

Doug’s website was seeing unprecedented traffic and his consulting practice was gaining traction, while HKA had secured a quantum computing client with U.S. headquarters soon opening in Los Angeles.

We talked again. HKA and QCR had too many synergies to ignore! Fast forward to today, where HKA now is using its media relations expertise and other marketing communications services to help promote QCR, the world’s most trafficked news and analysis site dedicated to the business of quantum computing, as well as Doug himself as the publisher and trusted industry authority.

Using the parlance of quantum physics, HKA and QCR are now entangled. And just like entangled particles in the subatomic realm, we both share the ability to enable game-changing opportunities for businesses.

See the press release here to learn more about Doug and QCR. Also, consider joining us at the next Southern California Quantum Computing Meetup, which Doug manages, offering presentations from experts on recent research and technical discussions for developers and enthusiasts. The MeetUp is set for Feb. 24, 2020, at the Ayres Hotel in Anaheim. We’d love to see you there!

In summing up my experience leading the revitalization of HKA’s technology practice, an iconic Johnny Cash lyric comes to mind – “I’ve been everywhere, man.” Looking to spread the word about the revival of HKA tech PR, I’ve had the good fortune of attending many top emerging tech events throughout Southern California these past few months.

My stopovers saw me mingling with startup founders at UCI’s The Cove several times, including the 1 Million Cups morning mixers, lunch and learn programs, the Digital Innovators event at the Center for Digital Transformation and the School of Applied Innovation awards program. I also went to Pasadena for a MeetUp on quantum computing, to Playa Vista to hear a panel discussion about in women in spacetech and I got a sneak peek at the plans for the new LA sports and entertainment complex for the Rams, Chargers and others.

I also attended events hosted by Eureka, Google Startups, OCTANe, EvoNexus, OC Startups and more, not to mention holding many coffees and lunches with people I had met along the way who wanted to talk more. Besides affirming my decision to drive a hybrid vehicle, what else did I learn from my constant travels?

I learned that the Southern California technology ecosystem is a healthy and growing network of innovation, energy and entrepreneurship that’s often overshadowed by its better-known Northern California cousin.

I learned that Southern California graduates more engineers and computer scientists than any region in the country. Yes, that’s right. As far as the best university system for technology, Southern California is No. 1, the Bay Area is No. 2.

I learned the average Southern California entrepreneur is a bit older and more experienced than the classic Silicon Valley 20-something wunderkind and seeks to leverage the practical lessons of their industry in starting their own business.

I learned that local entrepreneurs are looking to revolutionize their industries through a variety of digital transformation technologies in inventory and logistics, medical offices, package deliveries, nonprofits and much, much more.

I learned that these entrepreneurs are supported by a broad network of academic and nonprofit organizations ready to counsel, inspire and enable a path to growth and ultimate success.

I also learned that the successful tech entrepreneur can be identified by two traits: conviction and effective storytelling. Demonstrating conviction is required in how entrepreneurs tell their story to investors, customers and partners – with a passion and confidence that produces the same in others. Good storytelling is required to communicate the emotional elements of their value proposition – how it will help people, whether it will save lives or just keep customers from pulling their hair out.

One final lesson I already knew but will share anyway – HKA can help you deliver that story to the people that matter most to your business.

Most friends and fans of HKA know the firm’s longstanding reputation as a generalist agency serving nonprofits, professional services firms and a host of other people-focused industries. But HKA has a long legacy of serving clients in the technology industry as well.

Perhaps you’re an executive at a tech startup, or the head of a new digital transformation venture at an established brand or know someone seeking a tech PR firm. If so, you may wonder why a generalist agency such as HKA would be a wise choice when it comes to marketing communications support.

The answer is threefold: 1) HKA’s 35-year history of integrity and commitment to client service, 2) the team’s demonstrated capabilities serving the tech industry, and 3) our expertise in telling the human side of a client story. The first two reasons are self-explanatory. But why is the ability to explain the human side of the tech equation so important in an agency these days?

Because the tech industry needs to show some heart.

Recently, the tech industry’s reputation has taken numerous hits with the public. Data privacy failures and social media manipulations, as well as the toll of digital addiction on children, have combined to make some question technology’s ubiquitous role in our lives. This wariness will likely increase as advanced technologies such as robotics, drones and AI-enabled services become more visible in everyday life.

That’s why companies in these emerging markets need to communicate the overall benefits of their technology to a broad audience. If you’re in tech, your audience is not just the few hundred or so early adopters you may think it is. It’s the CEOs, CFOs and other executives of your potential customers, or the investors who need to easily grasp the potential of your organization. It may be government regulators, or college grads seeking a job, or potential partners in a non-tech industry or even your local community.

The public also needs to see the human face of the company offering these technologies and understand who the people are bringing them to market. Technology brands telling their technology story in a human-focused way is important so that all audiences – not just the tech savvy few – understand what they are doing and why they are doing it.

HKA is staffed with former journalists who know how to find the core of your company’s story and relay it in a simple, compelling fashion across traditional and social media. We understand the importance of the human touch in communications.

The promise of innovation has never been greater but will require meaningful connections with all audiences to achieve ultimate success.

As the media universe continues to significantly impact lives, business success in the new year ahead means accepting – no, embracing and leveraging – modern marketing practices designed to elevate visibility and increase engagement. These three PR trends are shaping the PR landscape by helping companies to effectively communicate with their audiences.

Content That Performs

By now, the most effective PR plans include smart content marketing – the delivery of interesting, valuable and potentially viral information through unique channels, including social media, podcasts and blogs. Savvy marketers know the best strategies blend content creation with content performance. That is, it’s not enough to simply provide audiences with information that may pique their interest. When done right, the information ideally spreads. Newspapers, for example, are increasingly becoming aware of articles that appeal to subscribers – but also have the ability to increase web traffic, social shares and page views. Editors still want to satisfy their primary objective, which is to deliver newsworthy content. But, they are increasingly striving to address another primary objective – improving their own performance metrics. Editors used to wonder if a story would get read. They now are also concerned with its ability to pull in other readers, spawn comments and generate engagement. Effective content marketing plans will account for this evolution.

Micro-Influencers: Small but Mighty

Micro-influencers do not have the largest social followings. However, what they lack in quantity they make up for in quality. A powerful subset of the influencer marketing category, micro-influencers generally have between 1,000 and 10,000 followers. They are small, but they pack an authentic punch. They are more niche than they are mainstream. Their followers may have shunned big-name brands to be more selective, finding trust and credibility in an undersized voice. The result is a highly engaged audience capable of mass brand enthusiasm. Companies opting to partner with micro-influencers likely will find them easier and more cost-effective to work with than social giants, but the results can be just as eye-opening.

Trust in the Fake News Era

Whether or not you believe that fake news is rising, or even real, the term itself is now ubiquitous and trust in media is nearing an all-time low. Some polls have claimed that media is one of the least-trusted institutions. As such, communication strategies that once safely assumed trust as a given must now account for changing perceptions. Successful communication plans must focus on establishing a foundation of believability. As the PR industry works to craft public images, the skepticism brought on by the fake news era cannot be overlooked. Credibility and authenticity are paramount. Interestingly, while trust in the media may be compromised, the public desire to trust is still strong. In fact, some studies suggest that trust in technical experts is on the rise. More than ever, readers, viewers and listeners want to hear from experienced CEOs, successful entrepreneurs, and proven industry leaders. Creating, honing and sharing expertise is an excellent strategy to help build public trust and boost engagement with audiences, especially as they seek a voice to believe in and embrace.

In traditional B2B public relations, the general objective is to publicize the business benefits one company receives when it opts in with another. Many PR companies represent B2B organizations who want to promote these business benefits and win more clients as a result. For the agencies that do, the established PR play is to focus communications activities around raising awareness for the considerable return on investment individuals and businesses can realize if they elect to receive services from the company or person being showcased.

Among a host of outstanding professionals, HKA represents many prominent and successful wealth managers, CPAs and real estate developers under its B2B umbrella. Each of these HKA clients offers tremendous value to their own clients – established, financial value. And, as the PR firm, HKA is responsible for building and maintaining awareness that partnering with these professionals can help increase the bottom line for those who do. We do this because it helps our B2B clients with earned media coverage, new business leads and because, well, it’s true.

However, in telling client economic stories, HKA also ensures that the characters – often the real heroes of the story – aren’t forgotten. The humanity of client narratives can get lost along the way if there’s too much focus on abstract concepts like absorption rates, pass-through entities and yield curves.

Personal stories must be told, too. The flesh and blood anecdotes that drive any business success can’t be overlooked, especially as they often resonate so meaningfully with target audiences. Several examples of personal storytelling initiatives HKA recently deployed artfully mix facts and figures with faces and feeling:

• Apriem Generations: A new content series for Irvine-based wealth managers, Apriem Advisors, lets the employees tell in their own words what motivates them professionally. Apriem Generations looks at their upbringing and often compares today’s economic challenges with those of previous generations. Whether the topic is immigration, retirement or paying for college, there is a human protagonist in each tale, and the story arcs are as heartwarming as they are informative.
• Civic 50: Beyond providing high-quality business service to clients, constituents and other stakeholders, when an organization is socially conscious, community-minded and philanthropic, it is important to communicate this sense of give-back. Orange County Business Journal’s annual Civic 50 list recognizes companies who go above and beyond their corporate responsibilities, and HKA is proud to represent and support the interests of two of this year’s honorees, Haskell & White LLP and Companion Home Health and Hospice.
• In Living Color: While illustrating the recent business successes of affordable housing developers Community Preservation Partners (CPP) and the Irvine Community Land Trust (ICLT) with compelling charts and graphs, HKA also has focused on human successes to complement communications surrounding each organization’s real estate deals. The agency put residents on camera to explain in their own words how their lives have been dramatically improved by the respective landlords. A CPP tenant in Richmond, Virginia, was interviewed by a local television station about how happy she is with the improvements in her community, and an Irvine family discussed in a promotional video the wonderful lifestyle afforded to them by ICLT.

Of course, no one is suddenly going to stop caring about the bottom line. So, creating interpersonal bridges among companies, the people that comprise them, the communities they serve and the lives they change is paramount – and will go a long way toward humanizing the corporate client through PR. HKA is proud of its longstanding communications expertise as a bridge-builder.

The days of window shopping at the local mall are numbered. The global, internet-driven marketplace features thousands of businesses that live online. Their customers live there, too. Websites have become modern-day storefronts – mannequins and all – and must be striking, relevant and current to entice today’s customers. A well-designed website can attract and convert window shoppers into buyers. A poorly designed website can turn people away and drive them to competitors. Is your website working for – or against you? If you have a website, consider trying on this fashionable questionnaire.

1. Do visitors enjoy spending time on your website?In the brick-and-mortar world, the most successful retail shops and thriving business offices are the ones that appear clean and inviting. The same holds true for websites. This is likely the first – possibly the only – physical part of your business your customer will see, so it needs to make a great first impression. If the colors are too jarring, or if too many stock images are used, it’s time for an overhaul. If it’s too hard to read and find information, spend some time cleaning it up. The first impression usually comes down to how someone feels after using your website. Eliminate user frustrations at all cost and encourage positive vibes.
2. Does your website work on a mobile device?Look at your website on a smartphone. If it doesn’t automatically scale to the size of the screen, forcing you to pinch and zoom up, down and sideways, it’s not made for mobile viewing. The average person spends 4+ hours on a phone every day, so the likelihood that someone is viewing your website on their phone or other mobile device is high. Plus, with the rise of the smart tablet as a primary computer, many people rarely even touch a desktop computer or laptop.

   If your website is not adapted for mobile viewing, you’re losing a huge chunk of the market right off the bat. At best, people are spending a few minutes on your site – enough to painfully search for the information they need. At worst, they write off your website (and possibly your company) because it’s too hard to navigate. And surely a competitor will be there to fill the void.

   Additionally, Google’s algorithms favor mobile friendly websites, so if you don’t want to get buried in the depths of Google Search, you’ll want a website that works across all devices.

3. When searching your business, product or service, where does it rank on Google?Speaking of Google search results, if your website shows up on page two (or worse), it’s unlikely your audience will find it. Gone are the days of looking up the local salon in the yellow pages. Google is today’s business directory, and if customers can’t find you online, chances are they don’t know you exist.

   The first three websites to show up in a search receive up to 54 percent of user traffic. Viewership after that drops exponentially, with results on the second page only receiving 4 percent of click-throughs.

   This can be fixed by focusing on updating keywords used on your website, providing valuable content your audience is looking for and making it easy to navigate.

4. Do you have dated information on your site, including people who no longer work there or services you no longer provide?Nothing turns off a prospective customer quicker than old, irrelevant information. Would you continue frequenting a restaurant with an outdated menu, or a retail store with the wrong pricing posted online? The same holds true for your website.

   People are coming to your site to learn something new or find a service they need. Customers have so many options these days. If they can’t find the information they need on your site, they can – and will – find it somewhere else. You don’t want to jeopardize your credibility by not reflecting current/accurate information.

5. Does your URL have “https” in front of it?This means your site is not encrypted and therefore is not a secure site for users. Anything transmitted over an unencrypted site is easy for hackers to steal. It’d be like setting out a box of goods and just letting people use the honor system to pay. People want assurance that the sites they visit have protection measures, especially those taking personal/financial information.

   Moreover, Google penalizes websites that are not encrypted, pushing them further down on search results or not allowing people to access them at all. To fix this, check your web hosting and update to an SSL certificate. This is usually a quick and cheap fix, so there’s no reason to not update today.

6. Could you brew a cup of coffee before you site finishes loading?Average users wait three seconds for a page to load, after that they’ll move on — maybe never to return. You don’t want to turn off visitors before they even open the door. Use a free online tool like Google Developer or Pingdom.com to check site speed and load issues. If it’s more than three seconds, you’ll want to optimize the coding, images and files on your page to get it loading quicker.

   This list can feel daunting, but with a little time and care, your website can be working for you to attract new customers and keep your current ones happy.