A strategic website’s core purpose is to serve, support, and sell. Specific marketing goals will vary by organization. They may include sharing information, selling a product, completing a lead generation form, downloading technology, making a donation, picking up the phone, complementing advertising campaigns, building credibility, branding, and more. To accomplish these goals, effective websites come in all shapes, sizes, designs, and technologies.
By the time you read this article, there may be 500 million (or more!) websites on the World Wide Web. This is enough to make marketers wonder, among all that noise, how will their websites make their mark in cyberspace? The answer is to have clear marketing goals and a sound website plan. The only constant with web marketing and website management is change. Website work is never finished. While that might seem like a weakness, in fact, the fluid nature of websites is their greatest strength. They are a scalable solution (when done right) that can expand and grow to support an organization’s expansion. Websites serve an organization’s goals when they serve the people using them first.
Whether you are building a website from the ground up or optimizing an existing website, this article sheds light on best practices. You wouldn’t build a house without a blueprint. The same philosophy needs to be applied to building a successful website.