“Your navigation and content need to speak to particular audience groups and address the questions your visitors likely have in mind when they visit – in their words, not yours,” Michael Bird says. 1 Measure and revise. Though a company’s website is its most measurable marketing tool, many don’t read or understand the data available. “You can measure popular pages, popular routes through your site, what site they came from, what words they used to find you, and those are…