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The Primary Goal of Your Website

Before we jump into writing content, letโ€™s take a moment to talk about goals. A good website always begins with a goal. ๐Ÿ Weโ€™ve found it to be easiest to think in terms of three potential aims for your website:

  • Sales conversion ๐Ÿ’ตย Making a sale to a website visitor
  • Lead generation ๐Ÿ“ฌย Gathering contact information from a website visitor
  • Brand awareness ๐Ÿ“ย Giving your brand a place to live online to build trust

You only want to choose one primary goal for your website; if you try to achieve more than one thing, your website is more likely to be ineffective or confusing. 

Sales conversion

The ideal outcome for a visitor to a website focused on sales conversion is for them to buy the product or service. ๐Ÿ›’  However, there are cases where the sales process is more complex, and in those cases, the ideal outcome might be scheduling an introduction callbooking a consult of some kind, or whatever else might be the first step in your sales process.

A good sales conversion website will also have a secondary route for visitors to take in case theyโ€™re not ready to buy yet. A lot of times, this can look like lead generation and allows you to collect the information of interested parties and hopefully convince them to buy from you through email campaigns, etc. 

Lead generation

For websites that want to generate leads, the ideal outcome would be that a website visitor submits their information to the company/organization. This is usually done via an automated form. Sometimes people will soften this ask a bit (or disguise it) by offering some kind of download or resource that their target audience is likely to be interested in. 

A list of leads wonโ€™t serve you if you never do anything with them; you will also want to build out a process to nurture those leads. Many times, this is an automated email campaign that works to convert leads into customers/clients or at least keeps them engaged with your business/organization. 

Brand awareness

If a business/organization doesnโ€™t sell online and they arenโ€™t interested in gathering contact information, they likely just want their website to contribute to brand awareness. They are hoping that, by having a website, folks will stumble upon them, become interested, and begin to recognize them. For these kinds of websites, the next step is often less direct.

โ˜๏ธ Note: Most websites will have one of the first two general goals, even if the particulars differ a bit from what is described above. 

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