CrazyEgg is a tool that lets you see in different graphical formats where people are clicking on your website, or what are known as hotspots. This isn't to say the most popular pages, but where people are clicking once they arrive at a particular page.
Entrepreneur's Tech Forward blog has some solid advice on what kind of questions you should ask a company before you give them the green light to create a website for you. I agree completely with the advice, and this article is like an outline of the way we approach relationships with new organizations.
A reputable web services company should: