Your Business Website's Strategic Goal

Emerging Innovations Ltd often run seminars for owners of businesses to understand their website from a strategic point of view. We often begin the seminar by asking those present a very simple - but telling! - question:

Why does your business have a website?

The stunned silence and uncertainty that this question prompts is testimony to how little strategic importance is placed on the role of the website within the average business. Yet without these goals how can the site be positioned correctly and, importantly, how do we know it is meeting what we demand of it?

There are a huge number of reasons why a business may have a website and the table below details some of those that may be most common. The table also suggests ways in which the selected goal should be evident within the website and how its success - or otherwise - may be tracked.

Goal	Evidence	Tracking
Sales Maximisation	Many pages with focus of each on target audience and product/service types Clear call to actions Sales orientated content with all necessary information	Conversions Sales (Quantity) Sales (Value) Links to the site
Brand Awareness	Highly orientated around the logo or brand identity May feature multimedia Answers questions about the brand High level of social media integration	Visitors Length of stay Return visits Links to the page
Event Attendance	May be a microsite Clear content with dates, times and benefits outlined Call to action High level of social media integration	Conversions (Bookings) No of Visitors
Download Maximization	Early capture of details Clear benefits of download May be a microsite Design quality may be lower than average.	Conversions (Downloads) Visits
Enquiry Maximization	Site may be focused on each target audience type Use of text and imagery to reflect visitor's need or greed Clear benefits of enquiring	Conversions (Completed Enquiries)
Viral Marketing	Easy to link to High level of social media integration May be interactive Likely to use multimedia	Social Media broadcasts Links to the page

If you're not sure where your website fits in then Emerging Innovations Ltd can help with an online website review that is tied in with an overview of your business plan and marketing approach.

This article was added on 4th October 2011 and has been viewed 302 times.

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