What Is the Goal of Your Business? Website?

Scott Lambert

You’d be surprised by how many businesses don’t have an answer for that question. Or maybe they do, but it’s not a good one. For instance, “Impressing people” is not a business goal for having a website.

A friend asked me to check out a new website for her high-end salon. They wanted to show me how cool it was. It had all the bells and whistles: smooth, flashy transitions, custom photography, the latest fonts, and hip music. The design was interactive and clever. To be honest, it was a lot of fun to navigate. I was impressed.

She explained that the website cost over $15K to create. I suddenly thought to myself, “Wow, they must have big plans for the website in terms of growing their customer base and increasing profits.” But when I clicked on the link within the website to make an appointment to get my haircut, the interface was cumbersome and I soon gave up.

To make things worse, I noticed that when I clicked the link to make an appointment online, I was redirected to an entirely different website. I was confused.

Days later, I tried to find the salon’s new website again. But when searching the salon’s name in Google, I noticed that their Google Local listing had the wrong URL and was directing people to an inactive web domain. People could not find this $15K website, and when they did, they could not easily become a customer of the salon. What was the goal of the website?

Do you have a clear, specific business goal for your company’s website? Are you achieving that goal? If not, contact Xcellimark today for a FREE, no-obligation consultation to help .

Topics: Inbound Marketing

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