Our website should be an extension of the sales and marketing efforts of your business. In other words, if your website is not helping you attract and retain customers, there is something wrong. The best way to make your website effective at generating sales is to have clearly defined objectives on each page.
An objective is an action you want the visitor to take as a result of visiting the page or your website in general. Examples include:
All the examples above either generate an immediate sale or give you the opportunity of making the sale at a later date.
You Can Have More than One Objective Per Page
You don’t need to pick just one of the above for the pages on your website. In fact, it is better to offer multiple options relevant to the particular page, as well as multiple options per page.
For example, a visitor might research the products or services you offer but are not ready to buy immediately. In this situation, you might encourage them to sign up to your email list. In other words, this page will have two objectives depending on the visitor’s intentions.
The Importance of Defining a Page’s Objectives
Your website developer will be responsible for implementing the objectives on the pages, i.e. the developer will add the forms, call-to-action elements, shopping carts, maps, and more that will deliver on the page’s objective.
In addition, a good website developer will help create the right user flow, so the visitor gets presented with objective one and then objective two if objective one is not immediately applicable.
Defining the page’s objectives, however, is crucial to this process. Here are some examples using the objectives in the list above:
Whatever industry you are in, and whatever type of website you have, every page should have a clear objective. By doing this, you are more likely to make it clear to the visitor what you want them to do next. This will improve the results you get from your website.