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What would you like your website to do for your business?

Posted on August 16, 2012
Archive : August 2012
Category : Web Solutions

So “what would you like your website to do for your business?” seems like an obvious question and its one I ALWAYS ask of clients, but interestingly most don’t know or have never thought about it.

Often we get “my site’s rubbish” or “it doesn’t work” although at the other end I do get people who are really happy with their site because they are getting page 1 Google for their business name!!

So what is a “successful site?” Well the key is to define what does “success” mean or look like to your business.

Ask yourself this: “when a visitor arrives at your site, what do you want them to do?”

Oh and by the way the answer “pick up the phone and place an order” doesn’t count. Of course we would all like that to happen, but let’s have a reality check here, just like in the real world people have to get to know, like & trust you BEFORE doing business and the digital world is no different.

Still struggling to answer the question?

Well let me help you here because actually I believe that there is a common objective for ALL business websites and that is to find out WHO came to visit, and to collect a business card, so to speak.

  1. Get visitorsBlindingly obvious maybe, but a vital one nonetheless. However, thousands of anonymous visitors count for nothing, and will not grow your business so you need to learn who visited and why.
  2. Get leads: This has got to be your top goal and there are clearly very good reasons that this is the number one strategy in B2B marketing. It’s realistic and practical. You not only collect a name and contact information, you collect information about your visitor’s business challenges. You learn WHY they came. If you can deliver what they seek, you have a lead, one you can nurture and develop.
  3. Get sales:Here’s the grand prize of a website objective: the visitor becomes a paying customer. However, the majority of sites do not sell off the page, so achieving this objective might involve additional strategies and additional interactions.
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Give your website a job description and prepare to succeed.

You should have no reasons, either bad or good to redo your site or even to create your first one.“I don’t like it” or  “It’s not as good as our competitors” and “We just need one” are all bad reasons.

A good reasons would be to set a clear and defined objective, a conversion of some sort. An objective creates a solid foundation for the decisions you make going forward regarding every element on every page.

So there you are. Give your site a job description and take ownership of it. The site itself can’t be stupid, but it is painfully short sighted to have a site with no clear objective.


By Caroline Endersbee

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