Websites are critical for getting your name out there and for presenting your brand. But can they do more than that? It depends on your goals.
It’s important to consider your primary business goals—short-term and long-term. Focusing on your goals will help you (and your agency) determine the purpose and function of your website. Some helpful questions include:
- What’s most important for your business right now?
- Where are you going in the future?
- What information does your target audience really need?
- How do you want your target audience to react to the website?
- What action do you need them to take?
While it’s (somewhat) true that anything is possible with website design, endless possibilities don’t always lead to a solid outcome. Many companies include any and all information on their website, but that may not always be the best approach. Don’t leave the visitor wondering where to go or what to do on your website. Creating a website with clear purpose leads to results.
Build Brand Awareness: Presenting your name and telling a story are essential to creating your brand. You
need to captivate your audience, whether you’re selling magic carpets or providing innovative technology to
global markets. The “why” is important. Quickly explain why you do what you do, and why you stand apart
from others in your industry. Think about your website as an introduction. Don’t overwhelm the viewer with
too much information—think simple, bold, captivating design.
Educate Your Audience: Perhaps your mission is already out there. Now it’s time to really inform your
audience of the inner-workings of your business and what you provide. Providing in-depth content about
your products or services and how they benefit your customers is most important. Your target audience
needs proof you’re your brand promises aren’t empty ones. What could this look like visually? A clear
hierarchy of information. Great website design will lead the visitor through all the necessary content.
Encourage Interaction: Whether you’re encouraging visitors to sign up for email newsletters, purchase
products and services or interact with your social media accounts, make it interesting. Keep your target
audience coming back for more. Make it an experience and include unique ways to entice the visitor with
clear calls-to-action. The more positive interactions they have with you, the more likely they are to become
brand ambassadors for your business.
While this isn’t a comprehensive list, it may provide some ideas for how to ensure your website supports your business goals. Before you begin the website design (or re-design) process, consider what your site can achieve for your organization, above and beyond providing visitors with basic information.
Want to learn some great ways to increase site traffic? Read our recent blog post.