Website Purpose : Assign a Goal

Create a web site… what for? This is the first question you have to wonder about. Why should I create a website? Sometimes the answer is easy, sometimes it’s not. I see many brands having websites just to have websites, with no goal assigned except showing images of the product. Is that helping their business?

Why to have a website :

-    To sell online, by using this new distribution channel.
o    People can buy online and you deliver the product to their homes, using this new retail store.

-    To have business leads (that’s the goal of this website  ;o), and increase business.
o    People will come, check your services…and then let you call them or email them.

-    To provide a service to your consumers.
o    For example, many computer manufacturers have their drivers on their websites, so that their clients can download them.

-    To build a community
o    To have feedback on your products. To give more to those who really love your brand (discounts, parties)

-    To build trust in your company
o    I had a client who didn’t care about leads. He said “100% of my clients don’t come from a website, because our business is about 100 millions, all I need is that, once they come on my website, they leave it with the idea I am a great pro”. So, it’s a support for its communication, and help him build trust among would be customers.

-    Become famous (and improve brand awareness)
o    Yes, that could be a goal, for a brand or for a person. Well, the website you design and build with that in mind has to serve this purpose. For example, it has to be really original, otherwise you’re just one among others. To the contrary, in the example above, in the “build trust” website, you don’t need to be original.

-    Reduce recruitment costs
o    You probably know that. It you have traffic, just post job ads and you’ll have Resumes. Besides, that’s like a pre-qualifying candidates, because they already are interested in your brand/services/product.

-    Reduce advertising costs
o    By having a search engine friendly website and good rankings, you can reduce your online ads costs.

-    For Family and friends.
o    Don’t laugh! That’s the website purpose of many personal blogs. And if you knew the number of personal blogs out there… you would certainly not laugh.

-    Share information
o    You have a knowledge, you speak that very rare language, and you’re afraid your knowledge will die with you. You want to share knowledge, information, because you have a very warm heart. (yeah, that would never work you think? Well… one small website is called Wikipedia, did you hear about it?)

You can think of hundreds of goals and purposes for a website. What is important is that you have this objective clear in your mind, and build a website to serve a GOAL(s). Would I blog if I didn’t want to have leads for my web design and seo services?  ;o)

What is your website purpose?