A lot has changed on the Internet over the last few years, and not always in obvious ways. Your website is the first thing a lot of your customers will see, and the quality of their experience will leave a lasting impression. What’s more, the growing importance of SEO for small business means that an outdated website could make you all but invisible to your would-be customers.

So, is your business’ website doing everything it could for you? When’s the last time you asked yourself that question, and how satisfied were you with the answer? MLT Innovations’ free Ebook, Website Redesign 101, is designed to explain how to get the most out of your company’s web presence, from basic rules of design to the latest SEO tools.

First, you need to be sure you’re redesigning your website for the right reasons. If you just want a new look and feel, or you’re getting bored with your current site, you risk confusing your users in exchange for some temporary excitement that will fade away within months. Instead, you should focus on making sure your website is easy to find and gives prospects a reason to become customers.

Your website won’t draw in much business if your prospects can’t find it, so you should always consider what decisions you can make to increase the amount of search traffic your site will draw. SEO for small business is a critical step in getting recognized, and you’ll want a site that’s built from the ground up with this in mind.

Bringing people to your site isn’t enough, of course. Once they’ve arrived, you want to make sure they like what they see. Having a pretty website can help, of course, but it’s much more important that your site is easy to use. Customers appreciate a website that makes it easy to find what they want, so make sure you’re giving them one.

Your ideal design combines simplicity with easy access to the information your customers are looking for. Keep in mind the variety of screen sizes and software types your visitors could be using on their computer or mobile device, and avoid a gimmicky experience that won’t display properly on a most of your customers’ browsers. Get people feeling engaged by featuring your blog or social networking pages — and update the blog, as it’s a simple way to attract incoming links to guarantee the fresh content that search engines love.

When you’re building your content, keep in mind how your visitors will perceive you. Come on too strong, by bragging about yourself and your products in every paragraph on every page, and you could leave the customer numb. Instead, focus on giving your customers information they’ll value, tell them stories about how your products get used, and educate them about what your company can offer without them ever knowing it.

Finally, make sure you know how many visitors your site is getting, and who those visitors are. Guaranteeing strong traffic and SEO for small business means keeping track of who’s finding your site and how they’re finding it, so you’ll know what’s working and what to focus on next.

The strongest website is one that’s constantly evolving, without reinventing itself. Make sure your content is fresh and engaging, but pick an overall design that works and stick with it, to make sure your returning customers don’t get lost. Keep these tips in mind, and you’ll be well on your way to making your website really work for you.