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What Is The Purpose Of Your Website?
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On the face of it, this might seem like a silly question. What’s the purpose of my website? It’s to make sales. It’s to get people on to my email list. It’s to get people to donate money to my charity. It’s to persuade people to listen to my arguments and change the way they feel about X, Y, or Z, and in future vote differently.
Well, to some extent you are absolutely right. The ultimate purpose of your website is to get your visitors to take some form of ACTION.
However, here’s the thing. Your website is not about the products or services that you are selling. It’s not about your company. And it’s not about you.
The purpose of your website is about your visitors and their needs. Why did they come to your website in the first place? It is because they have a problem that needs solving. It could be that they are interested in what you have to say about their child’s education, or the fact that you produce a car tyre which can run a million miles, or that they are losing their hair, or whatever. They arrived on your website because you interested them and offered an answer to their problem.
It follows that your website is there to answer their questions and solve their problem. Let’s face it: if your business is about helping people with hair loss and I don’t have that problem then there is no way I am going to waste my time visiting your website. But if I am suffering from hair loss there is a next step that I want to take, or information that I want to find out about, or I might be following up on several different websites about hair loss in order to make a decision about what to do next.
I have a problem. You said you had an answer. I want the answer.
It’s all about ME – not about you.
However, from your side there is a problem and that is that different people come to your website with different needs. I might be losing my hair and thinking about a hair transplant. I might be seeking a medical cure. I might be thinking of buying a wig.
That’s three different types of people coming to your website for the same reason but with differing requirements. If you are looking for a website design company this is why you need one that recognises that your visitors are coming to your websites to solve a specific need and that your website needs to identify exactly what problems they are trying to solve and then ensure that their needs are clearly displayed visually. It’s a fact that people these days prefer to see images and videos rather than read anything.
One website designer explained it as follows. He gets three different types of visitors, one of which is a business owner. This individual is concerned with the type of response that he will get from a new website and how much a professional design will cost. The second visitor is a website admin who is finding the current technology of his company’s website is out of date, is concerned about paying exorbitant fees for the current provider to make updates on the site and wants to be able to do it himself without having to learn code. Then there is the new head of marketing who has recently joined the business and wants to make an impact with a new website: he is concerned with driving traffic and increasing leads, and ensuring the website is mobile responsive.
Three different visitors with three different needs. The trick here is for the website designer to produce a website that allows for the different needs of the visitors and provides each with an answer. In short, the end purpose of your website is (a) to make sales and (b) if you cannot do that at the very least to turn them into prospects and get them to sign up for further information etc. It needs to provide each of the different visitors with a clear step of action which they need to take next.
Resource Box: The Random Agency is a full service website design company and advertising agency whose mission is to reach out to your prospects and turn them into customers.
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