The Corporate Website’s Purpose.
The important thing to consider before getting started with creating your website is its main purpose.
We’re talking about the website’s conversion funnel — the journey that your website visitors will take to end up right where you want them to be.
The definition of a conversion and the structure of the conversion funnel varies depending on the business and its goals.
For example, if you run an eCommerce website, the conversion funnel should guide the user from your homepage to your product pages, and eventually to the checkout page.
If you run a health insurance brokerage firm, on the other hand, your website should compel your visitors to request a quote for enrolling in a health insurance plan.
In other words, in addition to exposing your brand to your target audience, your website should make a specific, measurable contribution to your business performance and bottom line. And as surprising as it may seem, the actual design of your website has a direct impact on this — from the locations of your Calls-To-Action (CTAs) to where the testimonials section is located.