What is the purpose of your website is a great question to ask yourself from time to time…
How do you begin to shape a purposeful… website? Old or new, your best bet is to keep it simple. Basically, you have three strategic options:
- Sell products and services
- Generate leads
- Establish credentials
Option 1, an e-commerce site, requires the biggest development and marketing budgets. It produces direct revenue and measurable profit, as well as sales leads.
Option 2, a lead-generation site, can be developed and marketed for less (generally speaking), but still requires a hefty investment. It produces qualified, trackable sales leads.
Option 3, a credentials site, is the simplest and least expensive option. It makes a good impression on people who know who you are, but won’t help you find new leads or customers.
How do you know which option is right for you? A lot of factors go into that decision, with budget being one of the most important…. For now, suffice to say that many companies have lead-generation ambitions but only a credentials budget.
Why are we doing this and what will it get us are both great questions to back up and ask yourself from time to time…