Defining the website’s purpose
All too often, people start work on a web site project without giving time or thought to a clear statement of purpose for the site.
The purpose of the web site should be clearly defined on the home page. Unless there is a clear and easily identified focus, the user will quickly click away, even if your site is full of good content.
Internet users are becoming more impatient and less tolerant. They are not prepared to spend time trying to work out what your site is about and how it will benefit them (which after all should be one of the site’s main goals).
A web site with clearly defined purpose stands out and is easily recognised as such. Time spent on this before developing your site will make sure you get the best out of it.
You must be clear on the focus and reason for having the web site. For example, you may be trying to:
- provide a service
- sell a product
- present information on a topic
Often, you will be aiming for a combination of these. If you are providing a service, you are also likely to be supplying marketing information and other related content. This is perfectly acceptable, but you should not lose sight of the principal purpose of the site, which in this case is to provide a service.
You may consider providing a whole page devoted to the purpose and goals of your web site – why the site was created, what it is about and what the user can get from it.
Having a clearly defined purpose will also help when it comes to submitting your site to directories. They will ask you to provide a short description, so you must be able to quote an effective one-line definition of the site, its purpose and aims. The accuracy and relevance of this description will determine whether or not a searcher visits your site or chooses another.
Never mislead or trick users into visiting your site by making them think it is something it is not. Put yourself in their position – would you trust someone who is not being honest with you in order to get your attention?
Summary
- Knowing your web site’s purpose is vital.
- Be focused – clearly define the principal purpose of your site.
- Be able to state your site's purpose in one sentence.
- Don't be misleading – be crystal clear and honest.
