We give you the main objective of creating a website for your successful company. Why is having a website important? All you need to know.
Say, "i want a better website", it's like saying, "we want a better company«. But what exactly does it mean to want a better company? Do you want to increase revenue? Maximize profitability? Or perhaps improve customer satisfaction? This could mean a number of different things to different people in different situations. Unfortunately, simply wanting a better website is not a goal of creating a website for your business of course.
Many professionals end up learning in the most difficult way that, when said, does not correlate with business results.
What are the objectives of your website?
I defend the use of the objective model where ROI is the protagonist (What is the ROI of a company?). Good executives are driven by numbers and profitability. Web pages should not be an exception. There must be clarity in the objective of creating a website for your company and in the desired business results, otherwise it will not make sense.
The image of your company is very important. You can increase your sales by 20 % per year. Therefore, the main objectives would be: increase the visibility of your business and create a trusted brand image for your customers.
Examples of website goals
Now that you know the benefits of the goals of a website, let's take a look at some of the goals of creating a website for your company from the most common website for specific departments.
To give you a starting point, I prepared a working system for your website, based on the main objectives to be pursued: here are the main objectives of a web page by department, with a quick summary of your common needs:
- Marketing- Generate traffic, attract leads, generate leads, and re-engage existing customers.
- Sales: Help close sales by validating and supporting sales team communications.
- Customer Support: Improve customer satisfaction through better service.
- Webmasters- Simplify and optimize content updates and website management.
- ITEM: integrate with other systems; Meet security, performance, and scalability requirements.
- Operations- Reduce costs by optimizing and automating workflows and tasks.
- Human Resources: Attract and recruit new employees and support current employees.
- Cost effectiveness: increase the profitability of the company and increase profitability.
Marketing website goals
Marketing departments often want the company's website to attract more leads and create a better brand image for the company. Some common website marketing objectives include:
1. Generate more qualified leads
Arguably, this is the goal of creating a website for your company that is most popular for business websites that have lead generation as their main objective (What are leads?). This key point is the main objective of creating a website for your company for companies that want more sales opportunities, by improving the marketing performance of their website.
Also, be sure to track qualified leads against total overall leads and set specs as to what is considered a qualified lead. Doing so will also measure the quality of the leads you are receiving..
2. Improve the conversion rate
The ability of a web page to capture information from a visitor and convert it to an ROI rate (it is a percentage of site visitors that convert to sales) is measured. This goal of creating a website for your company is good for companies that want to focus on the website's convertibility and is a great goal for establishing content marketing campaigns.
This goal can also help measure changes in traffic quality. For this type of goal of creating a website for your business, it is crucial to know the current conversion rate of your website. In this way, you can determine a realistic percentage increase.
3. Increase awareness
This objective lends itself to measuring the effectiveness of your website to educate users about your new products or services. This works well for websites that have an informational purpose but do not necessarily have to generate leads or capture information, such as: micro-sites for new product launches, government and political websites, or dedicated nonprofit websites. to create awareness about a certain product, service or situation.
The only reliable way to measure this goal is by surveying users about their new product or service (brands) or cause (non-profit organizations).
Website Goals for Sales
Ecommerce and store websites are generally focused on maximizing direct sales. By contrast, sales departments of companies that do not sell directly to their online customers generally want their company's online store to support sales team communications throughout the sales process. Therefore, some common goals of online sales websites include:
4. Generate more sales
This is the most popular goal for e-commerce websites that sell products or services online. Like the leadership increase targets, I recommend setting a percentage rate increase (%) rather than an absolute value sales amount.
This will explain seasonal fluctuations in sales and allow for more meaningful historical comparisons.
5. Improve sales conversion rate
Similar to marketing, this objective measures the ability of a website to sell (conversion of a visitor into a customer). It is normally measured as a percentage of website visitors who become paying customers.
Generally, this goal is best suited for eCommerce websites that want to specifically focus on maximizing a website's sales power. This goal can also help measure changes in traffic quality.
6. Improve sales support
If the function of your website is to help validate and support sales team communications throughout the sales process, this could be a good goal. It can be difficult to measure whether the primary function of the website is not to generate leads, but to help validate and support leads that the sales team generates offline.
As a goal, you can track their sales team to see if the new website supports them better: improving online support. Customers visiting the website will see consistent messages from those sent by the sales team. This should increase the closing rate of the 5% (measured through CRM and after redesigning the website).
Goals of the customer satisfaction website
Therefore, if your website provides a support function for your existing customers. Next, improve customer satisfaction through better user experience and service. Also, reducing the time it takes to complete certain tasks can be a good satisfaction target for your website:
7. Improve customer satisfaction
As a result, measuring customer satisfaction online is a tricky topic. If the goal of your website is to improve customer satisfaction through user experience, you should consider doing qualitative research in the form of surveying your customers before and after a new design.
This type of lens is ideal for websites that have a support function for existing clients, patients (healthcare), such as a website for a dental clinic.
8. Reduce the time to complete a task
Similar to the previous goal, a more quantitative way to measure customer satisfaction is to look at the time it takes to complete certain tasks on the website. Let's face it, nobody likes to see their lost time.
Continuing with the example above, a medical patient who can spend less time on a hospital website, making appointments and paying bills. You are more likely to report a better user experience. Therefore, it stands to reason that the less time it takes to complete this task, the happier your customers will become.
If your website has a particular function that your users have a lot of access to (a certain function, access to information, registration, bill payment, etc.), you can set the goal of reducing the time it will take to complete that action. We already carry out this type of services in the web design for doctors.
You can then measure the time it takes to use various usability testing tools with Google Analytics. Example: Reduce the average time it takes to complete a task on a 20% (measured through usability testing or analysis).
Web designer: content creator goals
Web designers and content creators are often the first line of defense for your company's website. They are generally in charge of maintenance: they manage the web, functions and keep the content updated.
They work with content management systems (CMS) and other website management tools to do their jobs. Most of them would agree to setting the following goals for a new design:
9. Improve the satisfaction of web and content designers
Similar to improving customer satisfaction, your designers and content creators should also be happy. They must have all the tools they need to do their job effectively and efficiently.
They should be interviewed before and after the website redesign to determine what their needs are and if the new website provides a better experience.
10. Reduce the time to complete a task
Similar to reducing the time spent on tasks by customers, you can apply the same approach to measuring the time it takes to perform certain tasks of managing or updating content by web design companies.
By saving your time directly, you get cost reductions for companies that create web pages and applications. The time it takes to complete these updating and troubleshooting tasks will depend on the type of website you have. For this we offer personalized web maintenance packs and plans of digital marketing.
Objectives of a web page
Web design companies often provide a support function for their website, and if a problem occurs they may have to intervene. It is essential to keep your website updated and error-proof, in addition to being able to solve any incident quickly.
Websites that are difficult to maintain, do not mix well with other technologies, do not pose security risks, or are constantly going offline represent additional cost and responsibility for your web design department. Most web design agencies would agree on the following website goals:
11. Reduce website maintenance costs
This objective can measure the reduction in time (and money) spent on the execution, support and maintenance of a web page.
This is a good goal for a company that is spending an exorbitant amount of money in support and maintenance of its website due to outdated technology, incompatibility with other systems, frequent shutdowns, security flaws or other performance problems.
In our company we recommend updating your website constantly. The internet is going very fast and your website should be according to the latest web design trends.
Production objectives for your website
The common goals of the website for the Operations and Production departments are to use the company's website to optimize workflows and automate tasks.
As a consequence, this could result in better customer / employee satisfaction, as well as lower costs.
12. Optimize automation of workflow
Here is another way to save money by using the website for optimizing the flow of information, automating various tasks, and also reducing overhead by integrating the website into your company's IT ecosystem.
This can be achieved by integrating your website with other systems: marketing automation, CRM development, accounting software, customer service systems, applicant tracking system, online chat, process and project management, asset and document management using the development of intranet system for companies, inventory management, production and production automation, and the list goes on.
Objectives of the website for human resources
The common goals of the Human Resources website are often set to help attract and recruit new employees, as well as to help current employees:
13. Increase job applications
This goal is seen in the number of job applications submitted through the website. This is a good goal for companies that prioritize attracting new talent and want to advertise online job offers.
This can be measured with the help of an applicant tracking system. Like potential customers, I recommend setting the goal as a percentage rate increase.
14. Improve employee satisfaction
If one of the goals of your website is to help support your employees (training, employee portal, collaboration tools, company social network), employee satisfaction can be a good way to track.
As with customers, measuring employee satisfaction is a difficult matter. Consider surveying your employees before and after redesigning your website. For a more quantitative approach, consider measuring the number of times the tools are used (participation rates).
Goals of your company's website
So far we have focused on the common goals of department websites and what is important to marketing, sales, customer service, maintenance and human resources. But what is there to look at the company as a whole? What does the executive management of the new website want to see? The website can be a major investment that often requires approval from a CEO and / or CFO. How do you justify a redesign to your CEO / CFO? If you are a manager, how do you make a decision whether or not the website is a good investment?
15. Maximize ROI
The answer is simple: ROI. You need to be able to demonstrate the return on investment. That is the number one consideration for any CEO or CFO. How will the new website contribute to the company's objectives?
Please note that each objective example in this article has a direct impact on company results. The first step in determining ROI is to set website goals by department.
You can then assess how these changes will positively impact the company and present this information to your CEO.
In conclusion, setting goals with your website is an important step in redesigning any website. Make sure you know exactly what you want to accomplish with your website before diving into a project.
To develop your website, we put our team at your disposal. You can contact us to answer your questions and guide you on the right path.