Defining Your Website’s Objective
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These days, it’s generally expected that your business will have a website, but if your only reason for having one is that someone said you should, it’s probably not going to do a lot for you.
By now you’ve created your business profile and identified your target market.
In this next step, you’ll revisit your vision statement and business goals and determine what role your website will play in reaching them. Take the time to consider what challenges a website could help you solve.
Are you relying on your website to bring you new business via search engine traffic?
Do you plan to sell any products – either your own, or through affiliate programs?
Would an online booking service allow you to spend less time handling phone calls and email?
Do you simply need a basic brochure-type site you can direct people to?
Does your current website need a fresh new look and/or updated content?
These are just a few possibilities. See what else you can come up with!
But remember, your website’s not really for you; it’s for your clients: past, present and/or future.
Think again of your target market. What do they need and want to find when they visit your website?
We’ll be looking at ways you can fulfill those needs as we work through the planner, so be sure to give this careful consideration before moving on to the next steps.
Remember – just like any other project, your website needs to have goals. How else will you know if it’s working?
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Love your statement: “your website’s not really for you; it’s for your clients…” Such a great reminder that our website really is a tool to help others rather than just a billboard about ourselves.
Thank you, Sarah! I think we all need to sit back and look at our website through the eyes of our potential clients and remove or clarify anything that isn’t meaningful to them.
I so agree with your response to Sarah. I’ve visited some websites where there was so much going on, I had a difficult time finding the content I was looking for, and this turned me off. Our sites should be client-friendly and client-directed!
Seana, your website is nicely organized – just like you! More on that next week…
Great article, Janet! It’s helpful both for those about to create a website and for those that are looking to re-evaluate what they have.
The best websites do two things: 1) They speak to the client, address their needs, engage them 2) Express your company brand or personality.
Especially in the professional organizing industry, which is part of the personal services industry, it’s key that the look and feel that clients and potential clients experience when they visit your site, models what the actual experience they’d have when they work with you or your company.
Good point, Linda! I met a professional organizer a number of years ago, and was very surprised to discover that she looked nothing like the woman on her website (which turned out to be a stock photo). Stock photos are okay for some purposes, but obviously not appropriate in that case.
Perfect case in point. Can you imagine the surprise her clients must have experienced when they met her for the first time too?
Exactly! And it’s not like the way a person looks has anything to do with how well they do their job, but by using a stock photo instead of her own picture, she missed out on the opportunity to help website visitors feel that they already know her and become comfortable with the idea of her coming into their home or office.
Absolutely. Building trust is one of most important things in relationship building. Being transparent, delivering on expectations are part of that.
I love my business website (Windfall Organizing) but I really want to clarify some of the questions you mentioned. It’s important to me that I answer my clients questions and ease them through their apprehension about calling me. Right now my website is simple and matter of fact. It used to be more complicated. Now I just want to add back in some emotion and compassion. 🙂 Thanks for the advice Janet!
It can be a challenge to find that perfect balance between “about us” and “about you,” especially when you’re starting from scratch. That’s way I say that a website is always a work in progress!