Setting up a website, starting a business, designing a marketing campaign, everything starts with a clear goal. Or at least it should.
In real life the goal isn't clear all the time. Or there hasn't been made a choice for one clear goal.
If you want to be successful and measure your success you need to define a clear SMART goal. Smart not just as in clever but as in: Specific, Measurable, Acceptable, Realistic and Timely. In this article we focus on setting up a website. There are four main goals for a website:
Publishing (generate income through advertising sales).
E-commerce (generate sales).
Lead generation (generate leads).
Service & information (give information and service to your customers).
Having set the goal, you should take it in consideration in everything that you do.
If your goal is publishing then getting visitors and pageviews are your main concern. If your goal is e-commerce than the conversion rate of your website is your main concern.
In this case also "less is more" works. Only do the things that support your goal. Doing more diffuses your message, will deduct your visitors from what you primarily want them to do and will cause unclarity.
Your homepage should reflect your goal within 7 seconds. You get 7 seconds to make clear to your visitors what it is that they are supposed to do on your website.
Homepage tips:
Place a pay off on your homepage which reflects your goal.
Place only what supports your goal on your homepage.
Give an impression of the broadness and depth of your products.
Push not expected subjects.
Be up to date.
There is one main advice: be SMART about your goal!
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