Hi, my name is Elise with TinyFrog Technologies and I want to talk about how you can get to the core of your website’s purpose.
We recommend that every company should have a web presence nowadays. You want to make sure that you’re easily accessible for potential new clients or employees or partners and if someone can’t find you online they might assume that you’re either unprofessional or that you’re no longer in business. And so having that web presence is really important.
Now, just having a website alone is a great first step, but it’s really important to actually understand the purpose that you want your website to serve for your company. For some, this might just be having an online brochure that lays out your history or your services or team, but for a lot of other companies your website can actually serve as a really effective sales tool or a marketing tool for your business.
So, take a moment to think about what you want your website to accomplish for you. Is that to sell products or to feature your services and get people to become a client? Maybe you’re promoting an upcoming event or webinar and you want to use it to get people to RSVP. Maybe you offer educational content and you want to use your website for a resource hub that drives people toward signing up for your newslette. Maybe you’re a company that needs funding and so your website’s purpose is to attract investors or partners in the industry.
There’s a lot of different ways that your website can be used and it’s really important to understand what that key purpose is for your business. Once you’ve defined that purpose, we recommend implementing what’s called ‘persuasive architecture’, which is the approach for laying out the content, pages and overall structure of your website.
Essentially, what you want to do is persuade people to take a specific action by guiding them down a path that leads them towards that action. And so if that purpose of your website is to sell your services and connect with potential new clients, you want to drive people down a journey that leads them to filling out a form or scheduling an appointment through a calendar tool or just giving you a phone call.
The key here is to make sure that you’re not pulling people in too many different directions. You might have more than one audience on your website, which is no problem, you can definitely still implement persuasive architecture, but you want to make sure that it’s really clear for those visitors what path they’re going down and what action that you want them to take.
If you have too many goals or too many actions on your website, people will likely get a little bit overwhelmed or potentially confused and they may end up not taking any action at all. And so take some time to define the purpose of your website and then make sure that the content, the imagery, and the overall page structure is aligned to support that purpose.
If you need any help defining that purpose or integrating that purpose into your website’s content or structure, feel free to reach out to us and we’re happy to talk through that process together.
