In the previous section, we discussed the fundamental principles and guidelines for defining your website’s primary objective. With the primary objective clearly established, let’s now identify the secondary objectives for your project.
To begin, we must consider the capabilities your website provides. These capabilities can broadly be divided into two categories: informational and functional. However, in practice, these two categories often overlap, as functional elements frequently include informational components.
Informational Capabilities of Your Website
What informational capabilities should your website provide to support your business?
Common responses such as “Information about the company” or “Details about products and services” are frequently stated yet rarely utilized efficiently. A simple “About Us” page with a brief description does not fully leverage your website’s informational potential.
When considering “providing company information,” it is crucial to determine precisely what information is valuable. One effective approach is to analyze the information your staff regularly shares with clients, potential clients, and business partners. This can be as simple as making a detailed list of frequently sent materials, documents, and correspondence. Engage with your employees—especially those who frequently communicate with clients—to document the information requests they handle daily. After a week, review this list to clearly understand what constitutes your company’s routine informational output.
Routine information delivery, such as repeatedly sending standard price lists or contract templates, is often an inefficient use of staff time. Not only does it waste time and money, but it can also negatively impact employee morale due to repetitive, monotonous tasks.
By identifying frequently requested documents and information, you create an actionable list that serves as a clear guide for the informational content your website should provide. This helps you establish secondary objectives such as reducing staff workload on routine information delivery. Once this information is on your website, updates become straightforward—simply upload new versions as necessary or update automated email lists for regular distribution.
Functional Capabilities of Your Website
Now let’s consider your website’s functional capabilities.
Customer communication via traditional methods (like phone calls) often leads to misunderstandings and inefficiencies:
- Repeatedly requesting customer information (name, email, etc.).
- Misrecording contact details leading to repeated follow-ups.
- Confusion and frustration in conversations, affecting both customers and employees.
Online forms effectively resolve these issues by streamlining information collection and minimizing errors. Despite some criticism that online forms can deter users, well-designed, intuitive forms greatly enhance user experience. Such forms guide users through the information they need to provide, offering helpful tips and clarifying instructions.
Unlike rushed phone conversations, users filling out online forms can take their time, accessing additional resources or references as needed to make informed decisions. By integrating informational resources directly into your functional elements (such as forms), you enhance the user experience while also collecting accurate and comprehensive data efficiently.
This method saves considerable time for your staff, enabling them to focus on higher-value tasks rather than repetitive questioning. For example, the time a sales manager spends clarifying basic client needs over the phone could be redirected toward preparing tailored proposals in response to clearly structured online form submissions.
Addressing the misconception that “personal contact is always necessary,” consider that personal interaction is indeed vital in specific cases, like medical appointments. Yet even here, placing an appointment scheduling form online allows customers to select preferred dates and times conveniently. Staff can later confirm appointments via phone if necessary, still significantly reducing initial communication overhead.
Conclusion
By defining secondary objectives clearly—such as compiling frequently requested information and creating user-friendly online forms—you enhance your website’s effectiveness and efficiency. This structured approach ensures your site supports your business goals by reducing routine tasks, enhancing user experience, and improving overall operational productivity.