What's the goal of your website?
Goal Ideas
To inform?
To build a community?
To gain valuable market research?
To reduce support and customer service costs?
To reach a broad audience with a message?
To find sales leads?
To conduct e-commerce?
To gain advertising revenue?
To brand your company?
To build trust?
To reduce printing and mailing costs?
These are just some of the many possibilities. Remember, the web is not just a marketing tool – it’s a business tool as well. While it is perfectly okay to have an Internet billboard that simply contains contact information, why settle for that when your site can do so much more? Even the smallest local business can utilize the power of the Internet to be more efficient and to build revenue. Once you start thinking about it, it’s easy to get excited about the potential for your site.
Get agreement
It’s important to get all the departments within your company on the same page in order to agree on priorities from the start. After that, you’ve got to agree on some goals. Too many people have traffic as the goal of a website. But think about it; would you rather have 1000 people visit your site and do nothing, or have 100 people visit your site and take action? Does a PageRank of 7 mean anything to the real profitability of your company? These abstract, relative numbers don’t make a difference by themselves, and should not be the ultimate goal of any website.
More important are things like new sales leads, an increase in average consumer satisfaction, decreased support calls, more newsletter subscriptions or completed surveys. These are all measurable goals that do mean something to your company.
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