You’re in business to cater to your audience, right? In person. Over the phone. Via email. And even passively through your website. Whether they’re prospective customers just checking out your site, loyal subscribers who have yet to purchase anything, or actual paying customers, it doesn’t matter. Every point of contact you have with them counts. But unless you explicitly ask your audience how you’re doing, how do you really know how they feel about you? This is especially important for your website—one of the most valuable assets in which you’ve no doubt invested a lot of time and money building.