We give you the main objective of creating a successful website for your company. Why having a website is important. Everything you need to know.
Saying, "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 clear website for your company.
Many professionals end up learning the hard way, which, when said, does not correlate with business results.
What are the objectives of your website?
I advocate the use of the target model where the ROI is the protagonist (What is a company's ROI?Good executives are driven by numbers and profitability. Websites should be no exception. There must be clarity in the goal of creating a website for your company and 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: to increase the visibility of your business and to create a trustworthy brand image for your customers.
Examples of website objectives
Now that you know the benefits of website goals, let's look at some of the most common website goals 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 website per department, with a quick summary of their common needs:
- MarketingThe purpose of the project is to generate traffic, attract potential customers, generate leads and re-commit existing customers.
- SalesHelp close sales by validating and supporting the sales team's communications.
- Customer ServiceImprove customer satisfaction through better service.
- WebmastersThe newest addition to the company's portfolio is the newest addition to the company's portfolio: simplify and streamline content updates and website management.
- ITIntegration with other systems; Meeting security, performance and scalability requirements.
- OperationsReduce costs by optimizing and automating workflows and tasks.
- Human ResourcesAttracting and recruiting new employees and supporting current employees
- ProfitabilityThe aim is to increase the profitability of the company and to increase the return on investment.
Marketing website objectives
Marketing departments often want the company's website to attract more potential customers and create a better brand image for the company. Some common marketing website objectives include
1. Generate more qualified leads
You could say that this is the goal of creating a web page for your company that is more 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 to obtain more sales opportunities, by improving the marketing performance of their website.
In addition, be sure to track qualified leads against the overall lead total and establish specifications as to what is considered a qualified lead. In doing so, you will also be measuring the quality of the leads you are receiving..
2. Improving the conversion rate
The ability of a web page to capture information from a visitor and convert it into an ROI rate (is a percentage of the site visitors that are converted into sales) is measured. This goal of creating a web page for your company is good for companies that want to focus on website conversion capability and is a great goal for establishing content marketing campaigns.
This goal can also help measure changes in the quality of traffic. For this type of goal of creating a website for your company, it is crucial to know the current conversion rate of your website, so you can determine a realistic percentage increase.
3. Raising awareness
This objective lends itself to measuring the effectiveness of your website in educating users about your new products or services. This works well for websites that have an informational purpose but don't necessarily have to generate leads or capture information, such as: micro-sites for new product launches, government and political websites, or non-profit websites dedicated to raising awareness about a certain product, service or situation.
The only reliable way to measure this objective is by surveying users about their new product or service (brands) or cause (non-profit organizations).
Sales website objectives
E-commerce websites and stores generally focus on maximizing direct sales. In contrast, sales departments in companies that do not sell directly to their customers online generally want their company's online store to support sales team communications throughout the sales process. Therefore, some common goals of websites for online sales include
4. Generate more sales
This is the most popular target for e-commerce websites selling products or services online. As with leadership growth targets, I recommend setting a percentage rate increase (%) rather than an absolute sales amount.
This will explain the seasonal fluctuations in sales and allow for more meaningful historical comparisons.
5. Improve sales conversion rate
Similar to marketing, this goal measures a website's ability to sell (convert a visitor into a customer), usually measured as a percentage of the website's visitors who become paying customers.
Generally, this objective is best suited to e-commerce websites that want to focus specifically on maximizing the sales power of a website. This objective can also help measure changes in the quality of traffic.
6. Improve sales support
If the function of your website is to help validate and support the sales team's 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 the 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: improved online support. Customers visiting the website will see consistent messages from the sales team. This should increase the 5% close rate (measured through CRM and after redesigning the website).
Customer satisfaction website objectives
Therefore, if your website provides a support function for your existing customers, then improve customer satisfaction through a better user experience and service. In addition, 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 complicated issue. If the goal of your website is to improve customer satisfaction through the user experience, you should consider conducting qualitative research in the form of surveying your customers before and after a new design.
This type of goal is ideal for websites that have a support function for existing customers, patients (medical care), such as a website for a dental clinic.
8. Reduce the time to complete a task
Similar to the previous objective, 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, no one likes to see their time wasted.
Continuing with the previous example, a medical patient who may spend less time on a hospital website, making appointments and paying bills, is more likely to report a better user experience. Therefore, it is logical to think 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 access a lot (a certain function, access to information, registration, bill payment, etc.), you can set a goal to reduce the time it will take to complete that action. We already perform these types of services at the web design for doctors.
You can then measure the time it takes to use various usability testing tools with Google AnalyticsExample: Reduce the average time it takes to complete a task by 20% (measured through usability testing or analysis).
Web designer: objectives of the content creator
Web designers and content creators are usually the first line of defense for your company's website, and they are usually in charge of maintenance: they manage the website, functions and keep the content updated.
They work with content management systems (CMS) and other website management tools to do their job. Most of them would agree to set the following goals for a new design
9. Improve satisfaction of web designers and content
Similar to improving customer satisfaction, your designers and content creators must 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 whether the new website provides a better experience.
10. Reduce the time to complete a task
As well as reducing the time spent on tasks by clients, you can apply the same approach to measuring the time needed to perform certain content management or updating tasks by web design companies.
By saving your time directly, you get cost reductions for companies that create websites and applicationsThe time it takes to complete these update and troubleshooting tasks will depend on the type of website you have. digital marketing for SEO.
Objectives of a website
Web design companies often provide a support function for their website and if a problem occurs, they may need to intervene. It is essential to keep your website up to date and error-proof, and to be able to resolve any incidents quickly.
Websites that are difficult to maintain, do not combine well with other technologies, do not represent security risks or are constantly disconnected represent additional responsibility and cost for your web design department. Most web design agencies would agree on the following website objectives:
11. Reducing the costs of website maintenance
This objective can measure the reduction in time (and money) spent on running, supporting and maintaining a website.
This is a good goal for a company that is spending an exorbitant amount of money on website support and maintenance due to outdated technology, incompatibility with other systems, frequent downtime, security breaches or other performance issues.
In our company we recommend to update your website constantly. The Internet advances very fast and your website should go according to the latest web design trends.
Production objectives for your website
The common objectives of the website for the Operations and Production departments are to use the company's website to optimize workflows and automate tasks.
As a result, this could result in improved customer/employee satisfaction as well as reduced costs.
12. Optimize workflow automation
Here's another way to save money by using the website to optimize information flow, automate various tasks, and also reduce overheads by integrating the website into your company's IT ecosystem.
This can be achieved by integrating your website with other systems: marketing automation, CRM developmentThe company's accounting software, customer service systems, applicant tracking system, online chat, process and project management, asset and document management through the development of intranet system for companiesThe list goes on and 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 job offers online.
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 measure for follow-up.
As with customers, measuring employee satisfaction is a difficult issue. Consider surveying your employees before and after you redesign your website. For a more quantitative approach, consider measuring the number of times the tools are used (participation rates).
Objectives of your company's website
So far we have focused on the common goals of departmental websites and what is important for marketing, sales, customer care, maintenance and human resources. But what should we look at as a whole, what does the executive management want to see in the new website? The website can be a significant investment that often requires the approval of a CEO and/or CFO. How do you justify a redesign to your CEO/CFO? If you are an executive, how do you make a decision whether or not the website is a good investment?
15. Maximizes 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 goals?
Please note that each example of a target in this article has a direct impact on the company's results. The first step in determining ROI is to establish website targets by department.
You can then evaluate 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 the redesign of any website. Make sure you know exactly what you want to achieve with your website before you embark on a project.
To develop your website, we put our team at your disposal. You can contact us to solve your doubts and guide you in the right way.