Defining Purpose: Websites

When it comes to creating or refreshing your company’s website, it’s important to first ask yourself why? What is the purpose for my online presence?

You’re probably familiar with the phrase “form follows function”, and in the world of web design, that function is paramount. Sure a new website that is “modern, fresh and clean” looks great, but is it solving a problem? Determining that key reason for being early on not only helps establish a business goal to track against, but it plays a major role in defining the strategy, content, UI and UX of the website.

For many, a website’s main purpose is to offer a greater brand story that viewers do not get from other forms of marketing. You may have a print ad, billboard or 15-second preroll video on YouTube that teases your company, but potential customers need a place to go to spend more time learning more.

Generate Leads
Plenty of companies in the technology and service industries survive on their sales teams communicating directly with potential customers. If the main goal of your site is to generate more of these leads, certain tech functionalities, integrations, calls-to-action and data capture can be implemented.

This one is pretty straightforward. You have products that you are selling and require a means of getting that product into customers’ hands easily and efficiently, whether it be through Shopify or another similar POS system or even pathing through to your brand’s Amazon page.

Validation Tool
Sometimes the end-all goal of a website is a simple one. You may already have an established brand and customer base, and merely need a website that reflects the same level of polish. Because we’ve all been there, you’re looking into a brand you are interested in, only to find out they don’t have a website, or a sketchy one at best.

These are just a handful of examples, but by looking at your brand holistically, we can help define a purpose for your new website that best aligns with your business goals.