The purpose of a business website is to help an organization communicate, build credibility, attract the right audiences, answer questions, support customers, and generate desired business outcomes. Depending on the organization, those outcomes may include leads, sales, appointments, donations, applications, registrations, downloads, or other actions.
A website can also serve as a company’s primary source of authoritative information for search engines and AI systems, a destination for advertising and social campaigns, a resource for prospects during the buying process, and a platform for publishing expertise.
Because websites can serve several purposes simultaneously, the most important objectives should be defined before design begins. Those priorities guide content, navigation, functionality, calls to action, and measurement. See what makes a website effective.
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