We provide you with the most important reasons for creating a website for your business. Why is having a web page important?, all you need to know.
Tell, "I want a better web page", 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 maybe improve customer satisfaction? This could mean a number of different things for different people in different situations. Unfortunately, simply wanting a better website is not a goal of creating a clear web page for your company.
Many professionals end up learning in the most difficult way that, in saying so, does not correlate with business results.
What are the objectives of your website?
I advocate 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 and your website pages should be no exception. Clarity should be maintained about the goal 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% annually. Therefore, the main objectives would be to increase the visibility of your business and create a brand image of trust for your customers.
Examples of web page goals
Now that you know the benefits of the objectives of a web page, let's look at some of the objectives of creating a web page for your company from the most common website for specific departments.
To give you a starting point, I prepared a work system for your web page, 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 potential customers, generate potential customers 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 administration.
- ITEM: integrate with other systems; Comply with safety, 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.
Objectives of the marketing website
Marketing departments often want the company's website to attract more potential customers and create a better brand image of the company. Some common objectives of the marketing website include:
1. Generate more qualified leads
It is reasonable to say that lead generation (What are leads?) is the main purpose of creating a website for your company.
Also, be sure to keep track of qualified leads against total overall leads and establish specifications as to what is considered a qualified lead. In doing so, the quality of the potential customers you are receiving will also be measured..
2. Improve the conversion rate
A website's ability to capture information from a visitor and convert it into an ROI rate is measured (it is a percentage of visitors that convert into sales). This goal of creating a website for your company is good for companies that want to focus on the website's conversion capacity and is a great goal to establish content marketing campaigns.
This objective can also help determine changes in traffic quality. For this type of goal to create a website for your company, 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 is useful for measuring the effectiveness of its website to educate users about its 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 non-profit websites. to raise awareness about a particular product, service or situation.
The only reliable way to measure this goal is to make users aware of their new product or service (brands) or cause (non-profit organizations).
Objectives of the website for sales
E-commerce websites and stores generally focus on maximizing direct sales. On the contrary, the sales departments of companies that do not sell directly to their online customers generally want their company's online store to support the sales team's communications throughout the sales process. Therefore, some common objectives of websites for online sales include:
4. Generate more sales
That is the most preferred target for eCommerce websites that sell products or services online. Like the leadership increase objectives, I recommend establishing an increase in the percentage rate (%) instead of an absolute value sales amount.
This will explain seasonal sales fluctuations and allow more significant historical comparisons.
5. Improve the sales conversion rate
Similar to marketing, this goal measures the ability of a website to sell (conversion of a visitor into a customer). Normally it is measured as a percentage of website visitors who become paying customers.
Generally, this objective is best suited to e-commerce websites that want to focus specifically on maximizing the sales capacity of a website. This objective can also help measure changes in traffic quality.
6. Improve sales support
If the functionality of your website is to validate and support the sales team's communications throughout the entire sales process, this could be a good goal. It can be difficult to measure whether the main function of the website is not to generate potential customers, but to help validate and support the potential customers that the sales team generates offline.
As a purpose, you can track your sales team to see if the new website supports them better: improved online support. Customers visiting the site experience consistent messages sent by the sales team. This should increase the closing rate of 5% (measured through CRM and after redesigning the website).
Objectives of the customer satisfaction website
Therefore, if your website provides a support function for your existing customers. Then, make an improvement in 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 goal for your website:
7. Improve customer satisfaction
Therefore, measuring customer contentment online is a challenging issue. If the purpose of your website is to improve customer satisfaction through user experience, you should consider conducting qualitative research in the form of surveying your customers before and after a new design.
This type of objective is perfect for websites with a support function for existing customers, patients (medical care), when used as 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 observe 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 previous example, a medical patient who can spend less time on a hospital's website, making appointments and paying bills. You are 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 specific feature that your users frequently access (a particular function, information access, registration, billing, etc.), you may want to reduce the time it takes to complete this promotion. We already provide this kind of service in web design for doctors.
You can then measure the time it takes to use several usability test tools with Google Analytics. Example: Reduce the average time it takes to complete a task by 20% (measured through usability tests or analysis).
Web designer: content creator goals
Web designers and content creators are usually the first line of defense for your company's website. Usually they are in charge of maintenance: they manage the web, functions and keep the content updated.
They work with content management systems (CMS) and with other website management tools to do their job. Most of them would agree to set the following objectives for a new design:
9. Improve the satisfaction of web designers and content
Similar to improving customer satisfaction, their designers and content creators also need to be satisfied. They must have all the tools they need to do their job effectively and efficiently.
They need to be interviewed before and after redesigning the website to determine what their needs are and if the new website provides a better experience.
10. Reduce the time to complete a task
As with reducing the time spent on tasks by customers, you can apply the same approach to measure the time needed to perform certain tasks of administration or content update by web design companies.
By saving your time instantly, cost savings are obtained for companies that create web pages and applications. The time it takes to complete these update and troubleshooting tasks will depend on the type of website you have. For this we offer customized web maintenance packs and plans for 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 safe, in addition to being able to solve any incident quickly.
Websites that are difficult to maintain, do not combine well with other technologies, do not represent security risks or disconnect constantly represent additional responsibility and cost to your web design department. Most web design agencies would agree on the following objectives of the website:
11. Reduce web page maintenance costs
This goal measures the reduction of time (and money) spent on the execution, support and maintenance of a web page.
This is a compelling goal for a company that is spending an exorbitant amount of money on support and maintenance of its website due to outdated technology, incompatibility with other systems, frequent stops, security failures or other performance problems.
In our company we recommend updating your website constantly. The Internet is moving 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 consequence, this could result in better customer / employee satisfaction, as well as reduce costs.
12. Optimize workflow automation
Now, we will show another way for you to save money by using the website to optimize the flow of information, automate various tasks and 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 development, accounting software, customer service systems, applicant tracking system, online chat, process and project management, asset and document management through the intranet system development 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 objective is expressed in the number of submissions via the website. This is a good goal for companies that prioritize the attraction of new talents 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 an increase in the percentage rate.
14. Improve employee satisfaction
If one of the objectives of your website is to help support your employees (training, employee portal, collaboration tools, company social network), employee satisfaction can be a good measure to track.
As with customers, employee satisfaction measurement 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).
Objectives of your company's website
Up to now we focused on the common objectives of the websites of the departments and what is important for marketing, sales, customer service, maintenance and human resources. But what should we look at the company as a whole?. What does the executive management of the new website want to see?. The website can be an essential investment which often requires the approval of 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?
Keep in mind that each objective example in this article has a direct impact on the company's results. The first step in determining the ROI is to set the objectives of the website by department.
Then, you can evaluate how these changes will positively impact the company and present this information to its CEO.
In summary, 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 immersing yourself in a project.
To develop your website, we put at your disposal our team. You can contact us to solve your doubts and guide you on the right path.