When you are designing a website for your business, it’s important to remember the main purpose. The point of a website should be to ultimately drive sales. Many people often lose sight of this when building a website only to scratch their heads after its launch when it doesn't help them further their goals. If you want your website to help you increase your sales, the foot traffic to your store, or subscriptions to your services or content then we wrote this quick guide to help you build your website around your business goals.
Step One: Define Your Most Important Objectives
The important first step is to figure out and clearly define what your core business goals actually are. These goals and objectives are the foundation that you will want to build the framework of your website around. Your business should already have a clear plan and vision from when it began in the first place, but here are some questions to ask yourself in case you think it needs to be revised:
- What is the main purpose of your business? — sell products, offer services, raise awareness, etc
- How does your business fulfill that purpose? — if you sell products is it retail based, delivery-based, etc
- How can your website help you fulfill your business' purpose? — sell products online, offer subscriptions to newsletters, allow clients to book appointments, etc
By asking these questions, you are not only reminding yourself of what your main goals as a business are in the first place, but also putting into context how you want your website to help you meet that goal.
Step Two: Put Your Objectives On Your Website
Now that you know what your main goals are and how you want your website to help meet those goals, it's important to have places on your website specifically for meeting those objectives. Everything on your website should contribute in some way towards fulfilling those goals, and everything else should never be included in the first place. Here are types of website elements to include to help meet common business goals:
- Sell more products — having an online store to directly purchase products, have a catalogue to provide more information to interested customers
- Gain and retain clients — having a page with a special form or tool that allows people to book an appointment or consultation for your services
- Grow brand awareness — having pages with information, videos, and inside looks to what makes your business unique and attractive to your target demographics
It is helpful, but not necessary, to have multiple ways for online customers to convert according to your main objectives. You can have your online store, but also have information pages about the brands and products you carry, for example. Every part of your website that you build should have a purpose.
Step Three: Make It Easy For Customers To Find What You Want them to Find
The final step, after making pages and parts of your website specifically to help meet your defined goals, is implementing them into the website. To this end, you should think of your website like a funnel that directs your online customers to those key pages:
- Create a funnel in your design so when a customer lands on your home page the most prominent design features direct them to your key services
- Build simple and effective navigation elements on the website so your customers can find the pages they want easily
- No matter where on the website a customer might be they should be able to directly access your key pages
All of these ideas have the sole purpose of getting your online customers to the important pages so they can convert. There is no real point in adding anything else to the website that distracts customers from meeting those goals, even if they might increase your website's traffic or improve its visual aesthetic. After all, what's the point in having a great looking website if it doesn't make you any money?
If you’re in need of assistance to define and implement your design objectives to simplify your customers’ experiences, get in touch with Third Angle for a consultation.