by Randall Taylor, Mountain Internet Inc. President

The Internet is a complex part of the marketplace. For more than a decade, I have successfully guided my clients through the pitfalls that can entrap the inexperienced. I have helped Fortune 500 firms and small, home-based businesses.

Many clients have a vision for their web site. They can explain their ideas for color, imagery, and basic functionality. The one thing that is almost always missing from their vision is the primary reason for having a site, or a goal. I show my clients that the goal of their site needs to be the foundation of the design.

I need a web site.

Clients usually come in and say something such as, “Oh, I want something pretty and blue. And I want some pictures of my product. And I would like users to be able to click here to e-mail me.” One client even described her site as being purple-ly.

A web site can be many things: a tool for existing clients, a marketing brochure, an interactive collection of user-created content, a photo or video gallery, a catalog, an e-commerce application, or a mixture of these elements. To be successful, though, web sites need a primary and secondary goal. The goal structure can even be multifaceted.

No, thank you, just browsing.

Let's say you have an e-commerce site. You want customers to find the product they are looking for and make a purchase. Selling products is your primary goal. However, web statistics show that the average conversion of visits to sales is less than 1%. Why? It is because most people are simply shopping. Isn't that why they call it browsing?

Why not take advantage of those visitors who are simply browsing? Generation of leads becomes your secondary goal, and it can be done in many ways. Ask them to sign up for your free newsletter, report, or special offers, etc. You can also ask them to participate in some type of user interactivity on your site, such as product reviews and recommendations, wish lists, or a program that allows them to send your site or product to a friend. If the user takes advantage of your secondary goal, you will have an opt-in e-mail address and/or physical mailing address that will allow you to stay in front of your prospect on a monthly or quarterly basis. Even sites that are meant to be a tool for existing clients can have a secondary goal geared toward marketing for up-selling and cross-selling. The opportunities are almost endless.

Solidify your vision.

By focusing on the goal of your site, you will build a brick-solid foundation for a successful Internet venture. When it comes time to create your vision and you meet with your web developer, you'll be starting with the proper blueprint for your site. It will have a better chance of being successful. If you like, it could even be purple-ly.

 

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