What is the purpose of a website?

Understanding the purpose of a website

One of the most common mistakes website owners make is not clearly defining the role of their website within their business. They often expect their website to generate leads exclusively. However, this expectation may not align with the website’s structure or the current stage of the business.

The multifaceted role of a website

A website serves multiple purposes, tailored to the needs of the business or organisation it represents. Generating leads is just one potential role. Here are some everyday purposes a website can fulfil:

Providing information

Websites are excellent platforms for sharing information about a business or organisation. This includes details about products or services, company history, and contact information. Organised content helps visitors easily find what they’re looking for.

Promoting products or services

Websites can showcase and promote a business’s products or services effectively. By highlighting features, benefits, and unique selling points, websites can attract potential customers and encourage them to make a purchase.

Making sales

E-commerce websites are designed to sell products or services directly to customers online. A well-structured website can streamline the buying process, making it easy for customers to complete transactions.

Building brand awareness

A website plays a crucial role in a company’s branding strategy. It helps build awareness of the brand and establishes the company’s online presence. Consistent branding elements, such as logos, colours, and messaging, reinforce brand identity.

Providing customer support

Websites can offer various customer support options, such as answering frequently asked questions, providing technical support, and allowing customers to track orders or make returns. Effective customer support does not always require live chat or phone contact. Logical organisation of FAQs can significantly enhance the user experience.

Achieving business goals with your website

The ultimate purpose of a website is to help a business or organisation achieve its goals, whether that’s providing information, promoting products or services, generating leads, or making sales. To make your website a valuable part of your business, you need to clearly define its role and keep this goal in mind from the very beginning of the design process.

How to provide information clearly on a website

Here are a few tips to ensure your website is informative and easy to navigate:

Organise content effectively

Keep your content organised and easy to scan. Use headings, bullet points, and numbered lists to break up large blocks of text. This helps visitors quickly find the information they need.

Use simple language

Write in simple, straightforward language. Avoid jargon or technical terms that your audience may not understand. Clear communication is key to keeping visitors engaged.

Supplement with visuals

Use images and videos to complement your text and help illustrate your points. Visual aids can make complex information more digestible and engaging.

Ensure mobile-friendliness

Make sure your website is mobile-friendly. As more people access the internet on their phones, a responsive design ensures a positive user experience across all devices.

Test for usability

Test your website with a small group to see if they can easily find the information they’re looking for. User testing can provide valuable insights into potential improvements.

By following these tips, you can create a website that is straightforward, easy to navigate, and informative for your audience. A well-designed website, aligned with your business goals, can be a powerful tool in your overall strategy.