What is the Purpose of Your Website?

What are the goals of your website?  Most small businesses like do not give too much thought to this question.

Today, your online presence defines you and your website is one of the core pieces of your portfolio.  It should be your anchor piece.  Therefore it must be more than just a brochure of your products and static information about your company.  Here’s what your website must do:

  1. It must provide useful information … Who you are (description of product / service) … What the value is … easily found contact information (address, hours, phone number, email) … It doesn’t need a lot of glitz or spin.  This is the straightforward piece.
  1. It must be optimized for the right key words, using basic Search Engine Optimization (SEO) techniques. Additionally it should be updated / tuned up at least once a year.
  1. It must be social… Can people easily share information you provide? … Additionally, can people connect with you in social channels? (Facebook, Blogs, Twitter, Pinterest, YouTube, Google+)? … You don’t need to be present in every channel, but people what to get to know you and social media is a means to provide that connection.
  1. It must contain a call to action … Your website should not only provide information about who you are, but it must also give you the opportunity to collect leads. What information do they need? What is problem do they need help fixing? What is their name and phone number and/or email address.

Your Website Should

So take a look at your website.  And make sure to do these things:

  • Double check the information you provide on your site. Cover the basics and make it easy to navigate
  • Check the key words on your site and add or update them
  • Add links to your social media channels
  • Add the ability to easily share information from your site


Knox is a social media consultant focused on helping businesses of all sizes.  As CEO of Knox Social Media, he has partnered with Merge Forward to help brands align their marketing activities, craft their strategies, design and run campaigns, and conduct social media certification training programs. 

Brands like him because of his diverse background — from managing a billion dollar e-commerce retail site to process engineering to product launch to manufacturing to organizational design.  Knox understands all aspects of business.