What is Your Website’s Core Purpose?

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Having a website has become the norm for most businesses – online and offline.

Ever since the evolution of the World Wide Web, more and more people are thronging to claim their own piece of virtual land.

But just haphazardly putting together a website will in no way benefit your business.

If you really want to use your website to build your business, it’s essential that you put in more time into planning than executing your site design.

We launched our new site, Get Found Online barely a month ago. Truthfully, there is still so much more I want to do with this site.

But even with this basic site design, I’ve started getting a good number of inquiries for my services. Quite a few of these inquiries have converted into paying projects as well.

Your website is the key to help you get more business, and I want to help you get the most out of it.

So, this month, we’ll be focusing on a new blog series intended to help you build a better business website.

We will be walking through a step by step process that you can follow to create a website that increases your revenue – be it through sales or ad income.

Even if you already have a website, this series will help you incorporate small changes that will bring your business more income.

Let’s get on with the series, shall we?

What is Your Website's Core Purpose?
So, you’ve reserved your domain name and you’re all excited about designing your website.

You might be hiring someone to design it for you.

Or if you’re courageous, you might even attempt a DIY…

Before you get into the actual site design, there is one important factor you have to consider…

What is Your Website’s Core Purpose?

When you have a clear purpose for your business website, it will help you build a better site.

Ideally, your website’s purpose would include one or more of the following:

  • Establish authority
  • Generate leads
  • Increase revenue

Let’s look at each of these in detail, and how it would affect your site design.

1. Establish Authority

A website adds a lot of credibility to who you are and the brand you represent. When designed right, your website becomes your calling card – giving visitors more information about what you do.

You can use your website to establish your authority in your niche. You can use it to portray your skills, learnings, expertise or portfolio.

Here are some ways you can establish authority using your website:

  • Display your online portfolio
  • Write helpful articles
  • List your accomplishments
  • Share a case study

The idea is to assure your site visitors that you have extensive and specialized knowledge about things in your niche.

When your audience visits your website, the content there will lead them to believe that you are an expert in your field. This will build their trust in you, and they start relying on you for adept solutions to specific issues they may be facing.

2. Generate Leads

Generating leads is basically garnering your audience’s interest in what you have to offer. This can be done through a variety of online marketing techniques, most of which include your website.

While you can generate interest in your business through social media or ad services, eventually your target audience needs to land on your website to see what you have to offer them.

Here are some examples of lead generation through a website:

  • Readers leaving a comment
  • Visitors signing up for email updates
  • Potential clients submitting an inquiry through the contact form

If the purpose of your website is to generate leads, you need to specifically tell visitors what you want them to do. This is called a ‘call to action’ and we’ll be explaining more about it a couple of weeks from now.

3. Increase Revenue

It’s a well known fact that you can make good money online through your website. But you need to decide which avenues you will be using to achieve that purpose!

Some ways to rake in a profit through your website are:

  • Selling your own products/services
  • Making a commission by selling others’ products/services
  • Selling ad space
  • Accepting sponsors

Each of these will require your website to be designed a particular way.

If you’re selling your own products and services, they need to be strategically placed so visitors will be attracted to them and check them out. For products/services you are an affiliate of, you need to find subtle ways to create content where you can include your affiliate links.

If you’re selling ad space, you need to factor in places on your site where they are most likely to be clicked on. For sponsored content, you need to set up your site in a way that features fresh, new content.

Most online businesses create websites with all the three purposes listed above. In that case, it’s ideal to follow a linear pattern when designing the website.

First create a website that establishes your authority in your niche, then include elements to help you get more leads. And finally, start plugging in revenue building components into your site.

Next week, we’ll look at how you can create your website’s architecture based on its purpose.

About the Author:

School teacher turned internet marketing consultant, Sunu Philip is a Certified SEO Specialist. She founded “Clothed in Scarlet” to help women discover their unique God-given strengths and turn their talents into profits online. She offers subscribers a Free Online Business Startup Kit to help them start their online business from scratch.


  1. Ruthie Denise June 4, 2015 at 10:58 pm - Reply

    This is very helpful. I have a website up but I am still working on what the main function is.

  2. Debi @ DebiStangeland.Com August 15, 2015 at 7:22 pm - Reply

    Another excellent post. You hit the nail right on the head. Hope you are doing well. Thank you for all of your wonderful content.

    • Sunu Philip September 7, 2015 at 10:50 am - Reply

      Thank you Debi. I am doing good..but life is still hectic around here. Would love to have a chat sometime soon!!

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