What’s the Purpose of Your Website?

That might sound like a strange question to ask.

But think about it for a second – why do you have a website?

If your immediate answer is ‘because everyone else has one’ you’re barking up the wrong tree.

Yes, if you’re in business today you are expected to have a web presence but that shouldn’t be the sole reason for your website to exist.

Your website has to do something for you and, more importantly, something for your customers. Let me explain.

Your website and you

By having an effective presence on the web you will be able to:

Free up manpower because your website should answer most of your customers’ questions

• Be a source of information 24/7
• Help people find  you on the internet
• Publicise events and your latest news
• Showcase you products and services
• Take orders online

And that’s just for starters.

But it’s not just about that. Yes, all of those things will make your life easier and, to a certain extent, your customers’ lives. But your website isn’t just there to help you.

Your website and them

Who is ‘them’?

They are your customers. Your website is a 24 hour a day, 7 days a week interface between you and your customers. As such it must speak to them directly, address their needs and show them what you can do for them.

When they land on your website they want:

Great service

• A great experience
• To be made to feel like an individual

You see, for your customers the most important thing is what you’re going to do for them so first impressions are vital.

First impressions count

Whether you already have a website or are in the early stages of development, here are a few pointers to bear in mind when thinking about its design:

• Does it reflect you and your values?
• Can your customer tell what you do from the design/layout?
• Are your contact details easy to find?
• Does your website reflect your brand values?
• Does the copy talk to your reader?
• Is it selling you or the benefits of your service?
• Is it social?

When someone first lands on your website they should be able to instantly see what you do. Your website copy should be benefits led and your site navigation should be easy to use.

Also, make sure your contact details are prominent – after all, your customer is going to want to know that they can get hold of you if they need to. But you also need to consider social media. If it’s right for your business you must use social media – customers expect it. Make sure they can easily interact with you via Twitter and Facebook as well as via the telephone and email.

If you still think a website is just an online brochure, think again. Today your website must work for you. It has to show you are a progressive company that has embraced social media to open up the lines of communication with your customers.

It should be your primary marketing tool so make the most of it.