Most of us running businesses don't do things for our companies just because our competitors are doing them, or because it's what you're supposed to do. Generally, we do things because we expect a result. Unfortunately, there are many companies who seek out a web designer to create a website just to be online, or just to have a cool one. That's too bad.
An effective website needs to be more than just a space on the Web that has a pretty layout, killer photos and a cool feature or two. It even needs more than all that and meaningful content (although that is very important). Nope, an effective website needs to have a clear
objective.
But let's backup a bit and define the difference between a website and an
effective website.
A website is, well, just a website. Attractive or not, it's there, taking up space on a server somewhere and some people may visit it from time to time. An effective website, on the other hand, is one that brings results. What kind of results? Well, that is wholly up to the site owner. And guess what? It's determined by an objective.
Determining your objective
Figuring out what your site's objective is needn't be a difficult process. In reality, it shouldn't be much of a process at all. Instead, it really is just a matter of asking yourself one question:
What are my business needs and/or goals?
Frankly, that question should be easy. After all, no one knows your business better than you. Once you've figured out the answer, seeing how your site can help achieve that should be pretty easy. For example, if you run a business that sells unique candles, one of your business goals may be to increase sales by 15% by a certain date. So your site's objective may be as simple as, "To sell our candles online to help increase our overall sales." (Figuring out the details to reach your objective is another step that can be taken when you find the right designer.)
Yes, it really is that easy. But unfortunately, it's often skipped or overlooked. Without an objective though, you may very well end up with a site that just sits there, collects virtual dust, and wastes your money. Instead, when you're getting ready to have your site designed (or re-designed), take the time to have a primary objective. That will take you from having just a website to having an
effective one.