consider website purpose for better online performance
Website purpose is a tricky area. Fortunately, building a website now-a-days is relatively straight forward. For no-coders, the likes of Wix, Squarespace, Shopify and Weebly make it possible for anyone with reasonable computer skills to have a decent looking site up and running in a few hours at little monthly cost. Just pick a template, override the standard text and – voila!
So why is thinking about website purpose important when choosing a web builder?
To help customers decide if they should go freemium, premium or hire freelancers like us for a custom wordpress build, we always aim to answer these 4 key questions:
- What’s your site type?
- Who are your customers?
- Where do you see yourself?
- How are your competitors doing?
What’s your site type?
Website Categories: Personal, Commercial, Governmental & non-profit.
Here at Opturlo, we typically build commercial websites that generally fall into one of these types: informative, brand, lead-gen and e-commerce. This largely depends on what kind of business you have [ what you want to transact ] and who you are trying to appeal to [ see question 2 ]. Sites that go large and try to prioritise every aspect with a bit of e-commerce here, a bit of gov-info there, links off to personal blogs etc can easily become overloaded and confusing. Ascertaining the best type of website to build for your business will help keep your design focused, and your visitor experience on point.
Who are your customers?
Customer types: Potential, New, Loyal, Impulsive & Discount.
If you are just starting out, it’s likely that most of your prospects are potential at this stage. However, if you have been trading a while, you may be interacting with several different types. Understanding who your customers are, what they want to see and how they engage is crucial when it comes to developing content and design for conversion. Integrating Google Analytics and Search Console as well as being active on Social Media will help you find these answers. Segmenting your site will help encourage re-purchasing as well as support new purchases so its worth making sure your build can support that.
Where do you see yourself in 3, 5, 10… years?
Business Plan: Start-up, Strategic & Growth.
What ever stage you are with your business, consider choosing a platform that can sustainably grow with you for at least 2-3 years. Free web builders are fantastic, but add ons like e-mail, PayPal, social widgets etc, may incur additional charges. Before you know it your free website could turn into a monthly burden and it may have been worth going premium or custom from the get-go. In addition, when you do reach a point where you need to move up a level [ say from freemium to custom build ] that your current platform is capable of extracting your content and images in a compatible format – this will save you a lot of time as well as money!
How are your competitors doing?
Competitor types: Direct, Indirect, Replacement & Potential.
Bit of a reach this one, I’ll agree, but its worth spending a little time understanding who else is trading the same, similar and substitute products inside and outside of the area you trade in. Judge how successful they are online, and discover what digital tools they use to support that. Understand if their customers are also your type of customers. Whilst it is very important not to copy [ Google will know and penalise you for it ] working out a competitors strengths online can provide you with valuable insight when choosing a builder. For example, if your competitor is successfully engaging through their blog content, choosing a builder without a blogging functionality could be a potential drawback for you.
So before you grab the cheapest deal with the snazzy looking template, take a step back and ask yourself these 4 questions. I hope this helps to find out what your purpose is online, and which builder is going to help achieve it.