A number of clients come to our creative management firm with a vague understanding of their website design and development project. This is fine because our experts are able to easily help our clients understand the overall purpose of a website, and not just any website, but their own website! 

The purpose of a website is going to be different for each company even in the same industry. This is because, while products and services might be similar, the target audience could be a bit different for each website no matter the similarity between its main competitors in their industry. 

Whether the purpose of the website is to simply be an information website or an e-commerce website that sells fine jewelry, if that is the ultimate purpose of the website, then that is what matters! 

The biggest thing to understand is that the website should be designed and developed for your target audience. Oftentimes, a client gets so engrossed in what they want in the website that they forget about what their customers really need and want from them. 

Here are some common steps to take when identifying the purpose of a business website! 

Understanding of your audience 

As we stated above, it is important to remember that while your employees or board members will interact with the website, customers are really the ones that need to be pleased! This is because without your audience, there is no sales, and without sales, there are no employees or board members! 

The biggest thing to remember is that not everyone is your target audience. While you might be in an industry that has several different audiences and personas, the thing is, they have intersecting pieces to each that all direct them to your website and its services and/or products. 

If your company has been implementing traditional marketing efforts, what are the statistics and data showing to be your target audience? Who is purchasing your services and/or products the most? What are their demographics? All of this is critical to understand the purpose of a website to help bring the best inbound marketing strategies to the website! 

What problems are you solving? 

Not all websites are going to need the same notions because not every website is trying to solve the same problem for consumers. One of the biggest notions to understand is make sure you understand the overall purpose of a business website, “What problems are our products and/or services solving for our target audience?” 

Whether that is simply being an informational website that provides them with their needed information to reapply for their certifications or one that brings in leads and sales, each has their own problem that needs to be solved with the website. It does not matter if the competition has all these pages on their website. 

To be honest, just because they have those many pages, does not mean that the purpose of the website has been refined. 

From there, these two understandings help a company optimize their website to bring in qualified website traffic, in return, this helps to answer the questions or needs of their audience while providing them the best website experience! 

Not sure the overall purpose of your company’s website? Has it been a bit of time since your last redesign? For help figuring out the purpose of a website, its design and development, give our experts a call today!