In this day and age, it sounds like a silly question. But once you get past the “everybody needs a website” response, can you really answer that question?
A web site can do many things. It can present information, gather information, swap information, sell products, information or services, match up wants with needs, entertain or it can be a social framework for friends, family or businesses. What does your website do?
Presumably your business or organization has some goals or objectives. You may want to sell more widgets, find new customers, solicit volunteers or gather and dispense information. So how well does your website help you achieve those goals?
Your customers or target audience also have needs or goals. The may want to purchase a widget, volunteer their time or obtain information of some kind.
How well does your website serve the needs of your business / organization?
How well
does it serve the needs of your client / audience?
If your goal is to sell a product and potential clients are searching for such a product, does your website help them understand your product, differentiate it from your competition, help them make a decision? Does your website encourage your customers to choose or purchase your product or company?
These kinds questions are often overlooked when an organization decides to develop a website or to redesign their existing site. It's easy and intuitive to jump right to the visual design or to find another site to emulate. However, after much work and potentially a lot of money, these sites still may not serve the business, organization or your potential customers very well.
Web site development is not free. Any kind of marketing, sales or customer service has some cost involved. Most organizations recognize marketing cost as an investment to generate revenues or otherwise achieve their organization’s goals. Additionally, most smart business people will ask key questions. How will the marketing tactics help my organization, how it will help our customers and how we will know?
The cost of a good website is no different. Your website should have a specific purpose in mind. It is an investment that should have a specific purpose in mind and functions that will help your business or organization and your customers achieve some goal.
OK, so how do you accomplish this? First, don’t start with the web site design. Start with the questions discussed here. Why do you have a website? How should it help your organization achieve it's goals? Why do your customer’s need your website? How should it help your customer’s achieve their goals?