Online Marketing Tip - Where Is Your Website Going?

My first job after university was working at a small publishing company. One of my boss's favourite sayings was, "If you don't know where you're going, any road will take you there." It was a reminder to his staff that the first step in any project is to establish what you want to achieve i.e. setting goals or targets.

In my experience few websites have any goals. Often they're built on the reasoning, "We've gotta have a website because everyone else has one." Even now, many people think a website is a kind of marketing panacea. They think that by simply putting a website up they'll be deluged with sales enquiries. Unfortunately it ain't so.

Realistic and achievable goals for a website fall into the following categories:

Prospect acquisition
A website can deliver sales leads directly (e.g. by prospects emailing you to arrange a consultation or providing their contact details) or indirectly (e.g. by prospects visiting your showroom after finding out about your products online).

E-commerce
Making sales directly from your website.

Customer service
You can serve your customers better by providing customer service online. This can range from FAQs on common customer queries to a 24/7 online help desk.

Building brand equity
People now expect businesses to have a website. And they expect the same respect, responsiveness and customer service on the web as they receive from other touch points. A website can have a powerful effect on customers' brand perception.

Process automation
You can cut costs by automating processes online e.g. online billing, data gathering, delivering information, and human resources procedures.

One, or a combination, of these goals should be the primary focus of your website. Once you've selected your goals you can develop strategies to achieve them.

Charles Cuninghame is one of Australia's leading website copywriters. You can find out more about Charles at http://www.text-centric.com/. For a FREE Website Profit Booster Kit go to http://www.text-centric.com/free-marketing-resources/