You need to identify the specific goal you want your website to achieve, preferably one that corresponds with your business. It’s no good saying, you just want it to be ‘better’.
Here are some examples of the goals a website can achieve, to get you thinking how your own website can, not only just be ‘better’, but really work for your business.
What do you mean by ‘better’?
Any web developer will be glad to have you walk through their real, or virtual, doors and ask them to make your website better. But be prepared for a lot of questions about what ‘better’ is.
‘Better’ is an unqualified, vague descriptor. After all, your ‘better’ may not be someone else’s ‘better’, and will certainly not be in tune with the needs of your business and what you need it to do to become more profitable or efficient.
Much better (sorry) if you can think of what you want your website to actually do before you approach a developer, so you can brief them properly and save a lot of potentially wasted time and effort.
Example website goals
Don’t forget that the goals you set need to be SMART: smart, measurable, achievable, realistic and time-bound.
For example, if you want to increase qualified leads, measure what your website is currently achieving, set the increase you want and time-frame, so you can assess the progress of the goal.
Generate qualified leads and convert browsers to prospects
Arguably the most popular goal when it comes to building and improving websites; if you want to generate qualified leads by converting browsers to prospects, the correct strategies can be put in place with regard to content, browser journey and SEO for generating more traffic.
You’ll need an effective call to action, the displayed products and information your ideal customers seek and a smooth process for browsers to want to leave their contact details and find out more.
Improve sales conversion rate
Relevant, particularly, for e-commerce sites, you may want to turn more browsers to buyers, rather than generate more traffic.
A word of warning for measuring the conversion rate: know what your current conversion rate is first. Concentration will then be on improving the browser and buyer journey, effective sales content and ease of purchase.
Generate more traffic
You need to ask yourself why you want to generate more traffic, and what kind of traffic. Again, you will need a defined aim – this will inform your SEO and content strategy. If you want to expand your market to, for example, accountants, your content will need to speak to them about their specific problem you want to help them solve, and use the right keywords.
Improve customer satisfaction
Maybe you’ve had feedback about lack of order visibility, the turnaround for queries, or poor information about products. These are specific issues that your website can solve.
And remember, if you’re not asking your customers, how will you know how to improve? Perhaps your first goal could be to initiate customer surveys and collate response data.
Reduce website management costs
Reducing website management overheads is a viable goal for a website overhaul. The time it takes to run updates, install new content and check for errors, security flaws, etc. could all be a drain on your business and better managed by an improved CMS and updated tech, systems and support that takes care of many of these issues for you.
Optimise / improve workflow
If you have systems that don’t speak to each other, and you spend lots of time on manual, repetitive tasks, the chances are your website could integrate these systems and make your overall operation more efficient.
By automating the flow of information, and integrating workflows, your website could be managing applicants, automating marketing, ordering and invoicing, and a whole lot more; the potential here is huge.
Having trouble pinning down your ‘better’?
A better website can do so much for your business, it may be difficult to know where to start. Speak to our tech experts to arrange a consultation; we’ll chat to you about your whole business operation and help you put a goal plan together.
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