Companies develop websites for various reasons:

• because all the competitors have a website

• because customers ask for a web address

• to brand some cyberspace with the company’s name and logo

These are valid reasons for developing a website. Setting a goal, such as "develop a website", helps you do two things:

First, a goal determines what you should and shouldn’t include on your website. For example, if you develop a website you should register a domain name, create content that can be recognized by a web browser, find a server to host your site, etc.

Second, a goal allows you to measure the effectiveness of your actions. If, after all your actions, your customers can find your branded website on the Internet with all the content you created, then you know you’ve reached your goal of developing a website!

But developing a website that meets such a broad goal is but a minor accomplishment; it’s a one-way communication from you to your customers that fails to take advantage of the opportunities that really launch business and yields a return on your investment. Launching your business in cyberspace requires a dialogue with qualified prospects.

Defining goals for small-business websites

To launch your small business online, there are three main goals:

• generate leads

• sell products online

• generate referrals

Only in fulfilling these goals will you see online conversions and a fast return on your investment.

There are other goals that are secondary, such as:

• building credibility

• customer support

• recruiting partners, investors, or affiliates

These goals are considered secondary because even if they provide the stated functions they still fail to take advantage of the potential of a website: massive return on investment

Most small businesses have combinations of these primary and secondary goals with little distinction between them. But it’s important to prioritize these goals, as we have, so that 1) the appropriate effort can be made designing your website 2) results from the website can be measured and compared.

Now, to define your primary and secondary goals, put yourself in the right frame of mind. Think about what’s good for the growth of the business. Think about your website as a company resource that produces a return on investment. From that point of view, ask yourself: "What do I want my website to do that it is not doing for me now?" (Remember, making the website interesting to customers does not necessarily increase your ROI. So "generate interest" is a secondary goal.)

Depending upon your business, your primary goal may be to increase sales, but it may also be to generate leads. If you sell a simple product, then your primary goal is probably to increase sales. But if you sell a unique service or a high-price complex product, one of your primary goals is probably to generate leads. To put it another way, if you can reasonably expect customers to enter their credit card number to purchase a product or service, then your primary goal is probably to increase sales, but if not, it’s leads.

The goals you set will be used to create effective structure, content, and calls to action. Secondary goals are likely to get accomplished by a single page, while primary ones get done via overall structure and content.

More questions for defining goals

• When a customer visits your website, what action or actions would you like them to take? Answering this questions requires you to prioritize your primary goals

• What secondary function or functions does your website need to perform? Do you need to "wow" the leads because you’re an advertising agency, or do you need to provide information for partners and investors?

• Will existing customers use your site? Do existing customers require support for your products and services? Do they need to maintain, or renew their purchases?

Go on! Take actions consistent with fulfilling on the goals for your small-business website!