6. Run Your Website Through A Grading Tool

Companies can figure out in just seconds the extent to which their websites suffer from bloat, slow loading times or a lack of mobile optimization using a free grading tool. Hopkins recommended website.grader.com for a straightforward overview, or nibbler.silktide.com for a deeper, more sophisticated dive.

Any company without a security certificate on its website is shooting itself in the foot, Hopkins said, since it can be obtained for just $10 and it's increasingly difficult to find your website if it doesn't have a certificate.

Having a website that's optimized for voice search using Google or Siri has become increasingly critical as well, according to Hopkins.