You should state a purpose for your website.
Don’t worry, this is not some feel-good exercise to get you pumped for the hard work ahead. Defining a purpose is vital, because:
Your site won’t do what you want if you don’t define what you want.
Sadly, ‘something awesome’ is not a purpose.
And neither is ‘informing and convincing people’.
Your purpose should be singular and measurable.
That’s why it’s the main measurable purpose (MMP). It provides both guidance and a metric by which to judge your efforts. Do not start building a site without it.
So what will be the MMP of your website?
- For a webshop, this might be
- For a subscription SaaS business, this might be
- For charitable and political sites, this might be donation
Or it could be brochure downloads, email signups, or incoming calls. You’ll notice a pattern:
Your website MMP is all about getting users to commit.
For BrandBuilding.com, the MMP is outbound traffic to booksellers. For Toby, my subscription dog food business, it’s 2-week trials.
You also might have secondary objectives, like recruiting talent or raising brand awareness. These are valid, but not as important.
Your entire site should be built towards realizing your MMP.
This is why big companies have a separate recruiting site or different sites for businesses and consumers. It allows them to efficiently move different target groups towards different MMP’s.