Your website is your digital real estate. With all the marketing channels in the world available at your disposal, your website is truly the only place where you get a significant amount of control. 

Most entrepreneurs create a website by merely repeating what they see on other sites. We rarely pause to establish goals for our website. So, let's talk through a few fundamental goals. 

Purpose

The purpose of your website is not to have a website. Let's just clear that up. Your website plays a part in the journey of your customer. What you have to decide is which step in the journey it is and how to accomplish that step.

The purpose of your website may be for information to validate your existence following large events (even if they are virtual), to be a resource to potential customers or your industry, or to close the sale. 

Creating a defined purpose for your site will ensure that you are developing a useful website. 

Example purpose goal: My website exists to validate my expertise. My goal is to have a blog that regularly showcases my knowledge, a portfolio that highlights my best work and use testimonials to include validation from others. 

Creativity

Marketing requires creativity in all aspects. With websites, most small businesses can have a hard time showing creativity without overdoing it and creating a less than favorable user experience. 

Remember that doing what feels natural is a form of creativity. If you had to take someone on a tour of your website and explain the features, where might there be pictures that resonate? Where might you use video? How in-depth would you introduce your team? Answering these questions can help you create a significant, user-friendly website that connects with your target audience and converts. 

Example creativity goal: My audience resonates with hand-made artwork, so I want to request permission to feature multiple artists' creations on my website and links to the artist to show my commitment to supporting the arts. 

Of course, there are all the basics of website goals like unique visits per month and SEO. But, be honest. You come to us for the off-the-beaten-path perspective. SEO may grab your audience from Google, but creativity and purpose will keep their attention and have them sharing your URL because your website was right on target. 

We have all the info you need on core marketing principles, including your website development in our Signature Courses. Check them out!