What does a website need to do?
Your website is a virtual storefront. It represents you and it represents your products and services. It speaks for you and if it has been put together right – it sells for you.
Of course, not every website has been designed to sell something, yet every website – every web page even – has a distinct purpose and should inspire a desired action in visitors.
What is YOUR website’s purpose?
Have you ever sat down and considered just what it is that you want your website to accomplish for you?
Will it sell a product?
A website that has been designed to sell a product has a pretty clear cut purpose.- Present the products in the best light possible.
- Invite visitors to stay in touch with you through a mailing list.
- Answer all potential questions about the product itself.
- Provide details about shipping, returns and payment options.
- Provide a clear pathway to purchase.
- Make the sales process as simple for the buyer as technically possible.
- Thank the customer for their purchase.
Will it sell a service?
A website that has been designed to sell a service also has a clear purpose.
- Present the service in the best light possible.
- Invite visitors to stay in touch with you through a mailing list.
- Answer all potential questions about the service itself.
- Provide details about service delivery and payment options.
- Provide a clear pathway to purchase.
- Make the sales process as simple for the buyer as technically possible.
- Thank the customer for their purchase.
Will it provide useful content as its main purpose?
A content based site takes many forms but its main role is usually the delivery of high quality information. As the person who is providing the content, you usually have a goal in mind – there is something that you desire from those who come to consume your content. Therefore you want the website to:
- Deliver the content attractively.
- Invite visitors to stay in touch with you through a mailing list.
- Establish your reputation for providing good content.
- Promote affiliate links.
- Promote related products and services of your own.
Will it offer users a source of community?
Some websites are designed to be a hub of interaction and so it is expected to:
- Provide an attractive atmosphere for users.
- Provide compelling content.
- Invite visitors to become a member.
- Collect appropriate information.
- Provide a way for members to interact.
Your website may be a combination of any of the above.
You may offer both products and services and deliver useful content and provide a community – the question is – do your visitors understand clearly what it is that you have to offer them?
Some large websites that have many different purposes could benefit from a breaking down and separating of it’s different sections into different sites – but that’s not always the case, it all depends on how well you are delivering your message and how well your visitors are responding to it.
