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 .

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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