What type of website do you want? Each site has to have a purpose. Is the intention to gather leads? Sell Product? Increase Customer Loyalty?
A website can do a few or all of the things mentioned above, but its primary objective must be clear and defined.
If the purpose of a website is to gather leads, what is the preferred method? Do you want a customer to fill out a form, call your office, message you directly, or something else?
Once a purpose is laid out, ONLY then will your data be serving that purpose. Having KPI’s and Metics will help you know what to expect from your website and what you want it to do. Then, you will know whether your website is working or not (or better even define what ‘working’ means).
With this being said, let us say you want your website to collect leads, you want those leads to be filled out on the site and then set over to you to call from.
Once this is laid out, you have to make sure your website is built to make the forms process easy for your prospect. A landing page built for form leads. The website can have other information on it, but the website should direct, and sell the benefit of filling out a form online. It should have action buttons and may form ‘high value’ to them. They will get something out of it. Its what most people who land on the site will do.
You can even track how many people are landing on the form page, how many are filling it out once they land on the page, and are there any issues with the form that is preventing prospective clients in filling out the form?
You have to have a clear purpose for the website. ‘I want something nice’ will not work, or ‘ I want people to come to my website’ does not work either.
The more specific your goal, the better it will be to see if your website is reaching its goals.
Set up KPI’s (key performance indicators) for your website. ” I want to increase online leads with an online form by 20% in 12 months “. This is a specific goal. You now know the direction the whole site is going and what it will mean for the website to be successful.
Your web designer (or if your doing it – you) will have to know what your goals are – so that way, you know if your website is working and serving that purpose.
If your closing rate is 80% and you want to increase leads by 20% online – you now have nearly an exact target (let’s say $5000 increase in company sales as a result). Now you KNOW what your website will be worth to you. You want a website that will generate $5,000 in its first year for your business, by increasing leads by 20% in the first year.
As an exercise, write down a KPI for your current website. Will, your existing website, hit that goal? Is it worth the money (the goal you have set) to get it designed professionally so it can meet the KPI you set?
Knowing what your marketing tools are doing and how effective they are will keep you on track and focused.