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The 5 key factors for creating a website that works: part 1 – goals

Creating a website for your business is essential in today’s fast paced world. Most people now look online for information about a business or service. It’s easy to do, you just go online, type the name of the business into Google and voila! You have everything you want to know about that business… or do you?

Written By:
Paul Wright
  • 21/12/2010
  • 4 Mins to Read
  • By: Paul Wright
  • Share

In my experience and I’m sure for most of you, if you type into Google the name of a particular business, quite often that business doesn’t actually come out on the top page of Google search, sometimes not even on the first page. Eventually if you do find the site, you’ll often be let down by how it looks or the content the website provides. If you can’t find the content you were looking for then we naturally get fed up and just leave. We continue on until we find what we were looking for, just somewhere else.

If this was your website then you’re losing business, business that you didn’t even know you potentially had, unless you check your stats on a regular basis.

If you had a retail store on the high street, with lots of shoppers walking in every day but with little or no sales, you’d probably have a re-think about how to convert the visitors into sales. You’d look at your pricing, the layout and design of your store, even yourself/staff and how you could improve customer service.

The process of creating a website can be broken down and analysed in a similar way.

It goes without saying that you should ask an expert.

So how do you create a website that works for your business?

There’s a series of 6 blogs coming on this subject, but for now let’s start with the web design team that you will work with.

Use an experienced web design company

It goes without saying that you should ask an expert. Someone who creates websites as a profession. Not your 14 year old nephew who knows how to use Dreamweaver, but a professional who does it for a living and knows how to create an engaging, user friendly, aesthetically pleasing site that works specifically for your business.

I would always use a web designer or a web design company that’s been recommended to you. Ask people you know who’ve had a website created for them that works and ask them for the designers details. Alternatively just come speak to us! Once you do find the right design company for you, I’m afraid that’s when the hard work really begins!

You didn’t think it would be that easy did you?

Focusing on goals for your website

As web designers we can’t be expected to know everything about all businesses. A good web designer will ask the relevant questions and find out as much about you and your business as possible. Here are some of the questions they should be asking you:

Company Profile

  • Who are you?
  • What does your organisation do?
  • How long have you been established and how many staff do you employ?

Aim of the Website

  • Want to generate sales?
  • Encourage enquiries?
  • Gain newsletter subscribers?

Your Target Audience

  • Age?
  • Sex?
  • Income?
  • Occupation?
  • Location?

Brand Values

  • What makes you unique?
  • What do you promise your customers?
  • Describe your brand values
  • What image do you want to present to you customers?
  • How do you want your visitors/guests to feel?
  • Personality: What is your chosen style and manner?
  • What promises do you make to your clients?
  • Competition: How are you different from your competition?
  • Goals
  • What is your key goal for the company in the next year?
  • What are the five key goals for the company in the next 5 years?

Budget & Timescales

  • Do you have a set budget for this project?
  • Is there a specific deadline to be met?

So you have a web designer or company in place who knows what they’re doing, you’ve discussed with them what the goals are for the site and they understand about your business and your competitors. They should now be able to start the planning process. So what do you do now?

You need to start planning and creating content!


Not only do the answers to these questions help web designers to plan a project, but they can also help you to focus on the goals for your website and let you take a step back and view your business as a whole.