Combining purpose and design to create an effective company website

Showcasing your products and services online is not only smart but necessary if you plan to survive in this technically savvy global economy of ours.

Although website design is complicated at its core, gone are the days where you need to hire an expensive, full time web developer to create and maintain a basic website for you.

Today, rudimentary website design has evolved into largely a drag and drop enterprise that can be maintained in house thanks to many online creation tools. So, in a world where these are readily available, why do so many websites still fail to resonate with visitors and improve a company’s bottom line?

Recent studies have found that unproductive websites have two problems in common: The website wasn’t maintained and the primary purpose of the website was not clearly defined. In other words, the companies had no idea of what they wanted to achieve other than boost their visibility and sales.

The best websites are purpose driven and focus on one of these six categories. They actively:

1 – Sell products and services
2 – Generate leads
3 – Establish expertise and credentials
4 – Educate and inform
5 – Connect
6 – Entertain

This primary purpose is supported by a secondary purpose, also from the list above, to bolster and drive the primary purpose forward.

A successful model, for example, is a website that sells, educates and informs.

Say your company makes drill bits. Your website’s primary purpose would be to focus on selling drill bits. The secondary purpose comes into play when you show visitors why your drill bits are better than your competitors while educating your customers on why this specific drill bit is perfect for this purpose and how best to use it.

Once a website is up and running, updates and maintenance are vital. Many companies wait for a batch of issues and errors to arise before they re-engage their web developer. This in itself is a big mistake. 88% of online consumers are less likely to return to a website after a bad experience.

Websites aren’t static pages any more. They have become a complex mix of tools, features and applications that must execute and work perfectly to ensure a satisfactory visitor experience. A satisfactory experience hinges upon maintenance. Websites should be tested regularly to ensure all the buttons work, there are no missing links or 404’s and that the information, contact details and logo are remain correct.

Many marketers will try and sell you on the idea that building a website or revamping your current one will boost your sales, but remember a build like this is no silver bullet. The silver bullet is building a website with a clear primary and secondary purpose that supports your brand and helps drive your company forward.

A website that works for you does not rely on its design and branding alone and it doesn’t come from professionals like me, it comes from experts like you! Experts like you who know the real bones, soul and strengths of your company and who understand the pain points of your customers.

So, does your website help your bottom line? Download this website health check to find out, or check out this guide on how to build a website.