Step 1: Website type and purpose
In order to get the best return on investment from your website, you first need to identify what type of site you have. A few types are described below:
Type A: Online portfolio / brochure
This type of website provides general information on your business, services and products offered. Its primary purpose is to educate website visitors and increase trust in your brand. Content of your website should include a visual portfolio of your service/product, with a detailed explanation.
Business type – Service based businesses
Customer source – Search engines, word of mouth, advertising. You may also personally refer new leads to the website to give them further information.
Desired interaction – Request for more information via phone call or contact forms.
Type B: Online store
This type of website exists to directly drive sales or specific product enquiries. Content will have a strong emphasis on the products available to your customers, including photos and detailed descriptions of each product offered online, and some general information about your business.
Business type – Product based businesses
Customer source – Search engines, advertising, referrals or word of mouth.
Desired interaction - Customers on these sites book and pay on your website, are directed to a separate booking/payment engine, or submit a request for a quote. Depending on your product and target market, customers may also wish to place an order over the phone.
Step 2: Define your goals
Step back, and look at your business as it exists right now. What is it that is holding you back? Where are you headed? These sorts of questions will help you to establish a business plan. This is a priceless document which will keep you define and meet your business goals.
Combine your business plan with your desired website goals to determine a list of ways your website can help you achieve these goals. This needs to be a very specific goal. Give yourself a goal which you think is a bit of a stretch, as it will help you keep focused on driving your business. For example:
- Increase online enquiries to an average of 10 per week
- Increase online sales to $100,000 per year
- Close 5 more deals each quarter
- Double website referrals to our members
In our next post, we will address how to achieve the goals you have set.