What Is the Core Objective of a Website?
Every website is created with a clear purpose in mind. Some websites aim to attract leads, others focus on selling products, while many are designed to support existing customers or spread awareness. Understanding the core objective of a website helps businesses design better pages, improve user flow, and measure success accurately.
Website objectives are usually grouped into marketing goals, sales goals, and customer satisfaction goals.
Marketing Website Goals
1. Generate More Qualified Leads
One of the most common objectives of a business website is lead generation. This goal focuses on increasing the number of visitors who show genuine interest in your products or services.
Instead of tracking only total leads, it is better to measure:
- Percentage increase in leads
- Number of qualified leads versus total leads
A qualified lead is someone who is more likely to convert into a customer. Tracking quality helps assess whether your website is attracting the right audience, not just more traffic.
2. Improve Lead Conversion Rate
This goal measures how effectively a website converts visitors into leads. It is usually calculated as:
“Number of leads ÷ Total website visitors”
This objective is especially useful for content-driven and inbound marketing websites. Before setting this goal, it is important to understand the website’s current conversion rate so that realistic improvement targets can be defined.
3. Increase Awareness
Some websites are not designed to sell or generate leads. Instead, their goal is to educate and inform users.
This objective is suitable for:
- Informational websites
- Government portals
- Political campaigns
- Non-profit and awareness websites
Success is often measured through user surveys, asking visitors how well they understand the product, service, or cause before and after a website redesign.
Sales Website Goals
Sales-focused websites aim to either generate direct revenue or support offline sales teams.
4. Generate More Sales
This is the primary goal for e-commerce and SaaS websites. Rather than setting a fixed sales target, it is better to measure percentage growth, such as a 20% increase in monthly sales.
This method accounts for:
- Seasonal fluctuations
- Long-term performance comparison
5. Improve Sales Conversion Rate
This goal focuses on turning website visitors into paying customers. It is measured as the percentage of visitors who complete a purchase or subscription.
This objective is ideal for:
- Online stores
- SaaS platforms
- Subscription-based services
As with lead conversion, understanding the existing conversion rate is critical before setting improvement goals.
6. Improve Sales Support
Some websites are designed to support the sales team, rather than replace them. In such cases, the website helps validate information shared by sales representatives.
This goal can be measured through:
- Feedback from sales teams
- Changes in closing rates
- Reduced sales cycle time
Combining quantitative data and qualitative feedback provides a clearer picture of effectiveness.
Customer Satisfaction Website Goals
When a website serves existing customers, its objective shifts toward usability, speed, and experience.
7. Improve Customer Satisfaction
Measuring customer satisfaction online can be challenging. However, surveys before and after a website redesign can help determine whether users find the site easier and more pleasant to use.
This goal is especially important for:
- SaaS platforms
- Customer portals
- Healthcare websites
- Membership websites
For example, patients visiting hospital websites want quick access to appointments, reports, and payments. Reducing frustration improves overall satisfaction.
8. Reduce Time to Complete a Task
No user enjoys wasting time online. Reducing the time it takes to complete tasks such as:
- Booking appointments
- Making payments
- Registering accounts
can significantly improve user experience. This goal can be tracked using usability testing tools or analytics platforms like Google Analytics.
Website Structure (Website Flow)
Website structure, also known as website architecture, refers to how pages are organized and linked. A good structure improves:
- User experience
- Navigation clarity
- Search engine optimization (SEO)
Types of Website Structure
1. Hierarchical Model
This is the most common and effective structure. It follows a parent-child format, where a main page links to more specific subpages.
Example: Homepage >> Category page >> Subcategory page
2. Sequential Model
This structure allows users to navigate step by step, moving forward or backward. It is commonly used in:
- Tutorials
- Checkout processes
- Registration flows
3. Matrix Model
This model allows users to choose their own path using multiple links. It was popular in early websites and offers high flexibility, but can sometimes confuse users.
4. Database Model
A database-driven structure combines a search function with dynamic content. Users reach pages based on search queries rather than fixed navigation paths.
This model is common in:
- E-commerce websites
- Large content platforms
- Portals
How to Create a Good Website Structure
A hierarchical structure is generally considered best. Key components include:
Homepage
The homepage acts as the central hub of the website. It should clearly guide users to major sections and important pages.
Navigation
Menus help users understand the website layout. Categories should be clearly labeled using simple and descriptive language.
Categories
Content should be grouped into logical categories and subcategories. This helps users and search engines understand the relationship between pages.
Individual Pages
Pages should be well-organized using:
- Meta tags
- Internal links
- Breadcrumbs
This makes content easier to find and improves SEO.
Breadcrumbs
Breadcrumbs show users their current location within the website structure. They improve navigation and reduce confusion, especially on large websites.
Tags
Tags group similar content together. Unlike categories, tags are not hierarchical and are mainly used for content discovery.
Frequently Asked Questions (FAQs)
1. Why is defining website objectives important?
Clear objectives help measure performance, guide design decisions, and ensure the website meets business goals.
2. What is the most common website goal?
Lead generation and sales growth are the most common goals for business websites.
3. Which website structure is best for SEO?
The hierarchical structure is considered best for both SEO and user experience.
4. How does website flow affect user experience?
A smooth flow helps users find information quickly, reduces frustration, and increases conversions.
5. Are breadcrumbs necessary for small websites?
They are not mandatory, but they greatly improve navigation on medium and large websites.
