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Part 2: Put Your Website to Work

Align Website Goals with Business Objectives

All too often, a discussion of the company’s website centers on copy and graphical input. Those elements are important, but the real place to start is with a crystal clear understanding of your company’s business objectives.

By business objectives we mean those things that must be accomplished for the company to stay in business---and grow. Don’t make the mistake of lapsing into vague objectives such as “raising awareness.”

Next, break down each objective into the series of actions that are required to achieve it.  Ask yourself which of these actions can be accomplished or facilitated by the website. This is the tricky but fun part where you force yourself to think differently about your website. What are the opportunities, for example, for the website to help generate a proprietary, generate valuable insights from website visitors, or reduce sales and support costs?

Focus on brainstorming new ideas on how to put your website to work and don’t limit yourself to current website capabilities.

Be sure to think about the business processes this will impact and who will be affected so that you can be sure to involve them in the process. One of the main reasons that online marketing initiatives fail is because there is no follow-up from the rest of the organization – so make sure this doesn’t happen to you.

Next: Engaging Your Visitors

‹ Part 1: Put Your Website to WorkupReverse Product Placement - Should You Launch Your Brand Virtually Before You Launch in the 'Real' World? ›
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