It may seem like a ridiculous question, to ask what a website is for. Websites can serve many different purposes – from attracting readers to news articles, to selling products, to fundraising, and more.
But if I were to ask you, “what is your company’s website for”, could you answer? How much hedging would you have to do?
The problem with websites is that they often serve many masters. Marketing wants to streamline and optimize for sales. Creative wants control over the look and feel. Compliance teams want to fill it with legal disclaimers. And the CEO wants his face on the homepage.
What is your website for? The question should have an easy answer. But depending on who I ask, I might get a different answer.
If you are in marketing, you might give me a different answer than your customer service team, or your IT team. And that’s the problem.
To maximize the performance of any website, you need to know what you are maximizing for. Is it sales? Revenue? Donations? Visits? Page depth? Clicks? Calls?
When I ask, what is your website for, the answer should roll off the tongue. It should be quick and easy.
“Our website is for people to purchase books online.”
Okay, great. Now I know what we are solving for. And now I can suggest changes and run tests aimed at selling more books. Because I know that at the end of the day, success is measured by book sales.
It is sound advice for any company to agree first on what your website is for, then work to try to improve performance. Because if you are trying to improve performance before you all agree on what the goal is, you will end up in a lot of uncomfortable conversations.