Determining Your Web Strategy’s Objectives
Now that you’ve built a site you have to determine what is its purpose. There are quite a few things your web site can do. It’s up to you to determine the objectives. Here are a few potential objectives your site could have.
• Increase awareness of you or your company, including who you are or what your specialty is.
• Increase awareness of one aspect of your company, whether it be a separate brand if your large or a single service you’d like to focus on if you’re a smaller business.
• Sell stuff. E-commerce is becoming exponentially bigger each year. Puts your goods and services online and sell them 24 hours a day.
• Provide information. Online information saves administrative time as well as print money. Put your brochures, news releases and other resources online for distribution.
• Collect market research. You can gather information about your customers or visitors through site statistics or surveys among other tools.
• Build trust. Consumers like to research companies now. If you have a credible site they’ll likely feel more comfortable purchasing from you, whether it’s online or in a brick and mortar store.
When visitors come to your site they are more likely to stay if you offer them what they want. If they stay then you are likely to meet more of your web site objectives. So, you want to make them stay, obviously. Generally visitors are looking for a few things in a website – entertainment, education, information or a solution to a specific problem. They may be looking for one or all of these things.
To help them find what they want your site should be unique, deliver your company’s message clearly and reinforce your brand’s identity and be easy to navigate. Whatever your objective is you have to remember that your site visitors have their own objectives and you need to balance yours with theirs to be successful.
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