Website Essentials: Your Site’s Purpose

Every business owner knows that having a website is important and necessary. So here is a question for you: what is the the purpose of your website? The usual answer is so people can get information about your business, and know how to contact you. That is only partially true. Yes, a website is a virtual brochure. People landing on your site, if they choose to stick around, will learn about you. They may even contact you. But most sites leave all this to chance.

What would your site look like if your purpose for it was to start a conversation? Your first answer might be that it would look the same. So let me ask you another question: how can you have a conversation with someone who shows up on your site, reads it, and then leaves? You don’t know the person was there. A conversation, by definition, is two-way.

This concept exposes the most common error people have with their websites. They are like billboards posted on a side street. Only those people who have a reason to go on that street are going to see the billboard. Once they do see the billboard, they either read it or not. Once they read it, they MIGHT do something about it. When was the last time a billboard moved you to action?

Advertising is the least effective means of marketing, yet most small businesses use their websites as a very passive form of advertising. Unless you are highly ranked on the search engines, only those people looking for your website will find it. If you have a high ranking, then your site will bring in new traffic and new clients. But even with higher rankings, how do you know the person showed up? Remember, the purpose of your site is to have a conversation. How can you have that conversation? That will be the topic of my next post.

‘Til next time,

One Response to Website Essentials: Your Site’s Purpose

  1. I really like the idea that part of a website’s purpose is to start a conversation. Great way to think about it. It makes me wonder about the most effective ways a website could start a conversation. Maybe ask a question through a poll. Blogs often are good ways to start a conversation (like this one). What other ways can websites start a conversation?

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