Traffic, of course, is "a goal" for every web site. However, 5 million visits from people with no interest in your company won't help you as much as 5 visits from people who actually want what you provide. Goals need to be in sharp focus.
While the goals appropriate to any business should be specific to that business, we find the following considerations useful starting points for developing goals. Your web site should...
- seek the highest possible visibility in your market
- seek to popularize your products
- build lasting relationships between your company and your consumer base
- become a trusted source of information within your field
- convert "research types" (from the buying cycle) into customers
- offer the most convenient online services possible
- represent your company as professional, responsive and reliable
- be an asset to your company, with a return on investment
Visibility and the Mission to Popularize Your Services
High search engine rankings are certainly a major factor in success. Creating visibility across your industry's keywords, covering search terms indicative of persons throughout the buying cycle, is extermely important.
Popularizing your services, however, requires something more. Our method is to identify industries (peripheral to yours) that share your consumer base. If this sounds to you like an extension of the business man's luncheon, you've gotten it. Call it "networking on a company scale". Executives and administrators in most businesses are doing a certain amount of this already. Extending the concept to the company web sites can open new business for both companies involved.
Becoming a Trusted Source and Industry Leader
Exactly as happens in the real world, companies with excellent visibility can become trusted sources of information. Reaching a broad audience, and with the influence of "authority", these web sites become industry leaders. Overcoming issues of confidence and trust - always a factor in online business - is a far less difficult process for "authority" class web sites. Thus, converting people form "interested" to "buyer" is enhanced by the trust you've developed with your consumer base.
Providing an Exceptional Experience for Your Customers
"Convenience" is expected online. Many who make use of the Internet do so for convenience alone. Providing your visitors and customers with convenient and meaningful ways to interact with your company online can put you ahead of your competitors.
In particular, look at your documentation processes. Can you save migrate these services to the web? Are there other services you could make available online? Can you save your visitors and customers valuable time?
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