Image: decor8 holly / Flickr
Whenever our team comes across outdated, unoptimized company websites online, we usually pick up the phone and call the owners. The goal? To point out that their website could really use a refresh. More often than not, these calls spark some surprisingly insightful conversations. One thing quickly becomes clear: many business owners don’t have a concrete idea of what they actually want their website to achieve. Ask them about the purpose of their site, and you’re often met with silence or a thoughtful, “Well… I guess it’s just something we’re supposed to have.” It seems that for many small- and medium-sized business owners, having a website is less about strategy and more about checking a box.
The Purpose of a Website
The idea that a website can actually generate revenue is still foreign to a lot of people. Yet the same principle that applies to traditional advertising applies online: marketing should have a clear objective. Typically, small- and medium-sized businesses (SMBs) invest in marketing primarily to attract new customers and websites are no exception.
Common goals for a website include:
- Generating new customers
- Recruiting new employees
- Enhancing brand image
- Nurturing existing customer relationships
Now, take a moment to ask yourself: What are your website’s goals? How many new customers have you actually gained through your site in the past few months? Have you attracted potential employees online and received resumes? Have your existing customers commented positively on your website or your social media presence? If the answer is “not really,” it’s time to put a clear internet strategy in place. One that focuses on achieving these goals. And it’s time to take action to make them happen. We’d be happy to help you get there.
