A website is like a football or a soccer field it gives the players a clear outline of where they need to go. The players, or the visitor on the website, follow a path and dodges the opponents or objections before making the goal.
What should I have on my website? What is the goal of the website? What’s the point of having people visit the site? These are all questions that you should be asking yourself about your website. Before you start creating the website you need to have a goal in mind, is the goal of the website to collect the visitors’ information or is it to have them call your company to place an order for food or make an appointment. These are things that will change the way that your website is designed and will directly influence elements that are included.
When I meet with clients that want a website for their accounting firm or law office this is the first question. What is the goal? Most people say well it’s so it shows up on google. That is a valid reason for wanting a website but it is not the goal of the website. Below is a list of several goals that I’ve heard folks give:
- To call our office and schedule an appointment
- To see our restaurants menu and book a table on Opentable
- We want people to read the website and if they think our services are a good fit then send us a message about their needs.
- Provide our event attendees with information about our races and download waivers before the race. We want them to signup for our email list as well.
Each of the above goals is very different and requires the website to be designed differently. These different design changes directly affect the likelihood of the specific call of action of being completed to meet your goal. These design changes can sometimes be as simple as changing the wording on a button but there are larger differences such as external integrations, forms, and newsletter signups. The main goal of the website needs to influence these external integrations.
The design is one aspect but the content that is placed on the website is also a large factor in meeting that goal. If your goal is to have people call and schedule an appointment then adding content that explains your services and entices the customer is needed. Simply putting a phone number on the website is not enough in this day and age especially when so many people are hesitant to pick up the phone. Giving the visitor the ability to input their information and be called at a certain time is one method to increase appointments or calls. By the user giving you this information, you can input it into a CRM or email marketing system.
Before you start developing your website take a moment and write down the three goals you have in mind for the website. When you have the goals identified the next step is to start working on the funnel or the process to get the user to meet that goal.