You may think the purpose of any company website is obvious: to convert leads to sales. However, there are many factors to consider when building or rebuilding a website with a clear purpose. Addressing these factors can help you attract visitors online. The first step is to define what “purpose” means in the context of a company website.
What you hope to achieve with your website is a goal within your larger vision for your company. So your company purpose is the overall objective for your business. The purpose of your company website is a smaller goal that makes this objective achievable. By knowing this difference, you can see where your website fits into your overall inbound marketing strategy, and how your website content can bring in sales. Although these two purposes aren’t the same, they need to be in sync for optimal results.
The clearer your website’s purpose is to you, the clearer it is to your customers.
A website with a clear purpose is more focussed, and more likely to attract visitors online.
During website redevelopment or if it’s a new website, the development process, ask yourself the following questions to help your company determine your website’s purpose:
Knowing the difference between your company’s purpose and the purpose of your business website is crucial to creating content that attracts visitors online.
So get your sales and marketing staff together to create a document that defines:
While you’re at it, check out what it means to Storyboard your website, so you can design with your big picture—or purpose—in mind!
For help ensuring your website communicates its purpose effectively, check out this Webinar!