(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

Step 1: Define the Site’s Purpose 71
Web Site Goals
Although a site has a primary goal, it might also have a combination of a primary
and multiple secondary goals. For example, suppose your Web site’s primary goal is to sell
products or services. You could have a combination of secondary goals for your site — to
provide customer service, educate customers about new product or services, promote
communication among employees and customers, keep customers informed about business
changes in a specific industry, and so forth that support your site’s
primary goal.
In our scenario, your client has identified a primary goal and multiple secondary goals
for the new Web site:
• Primary goal — Increase sales of retirement planning products and services.
• Secondary goal — Promote an awareness of the B2C financial services company.
• Secondary goal — Establish the B2C financial services company’s credibility in the
field of retirement planning.
• Secondary goal — Educate site visitors about proven retirement planning strategies.
• Secondary goal — Encourage visitors to recognize the need for retirement planning.
Web Site Objectives
After identifying your Web site’s goals, the next step is to determine the site’s
objectives, which are the methods to be used to accomplish the goals. For example, if the
primary goal is to sell a product or service, the objectives might include posting testimonials
from customers who have purchased the product or service or offering a 20 percent
price discount for customers who purchase the product or service in the next 30 days.
Working together, you and your client define the following objectives to further the
accomplishment of the new site’s primary and secondary goals:
• Develop an attractive, informative, and easy-to-use Web site to promote an online
awareness of the company.
• Provide authoritative and sound retirement planning advice at the site to establish
credibility in the field of retirement planning.
• Include links to white papers by reputable financial planners and quick tips to
educate site visitors about the importance of retirement planning and retirement
planning strategies.
• Offer online tools to calculate current asset values and anticipated retirement needs,
evaluate retirement strategies, and create a formal planning document to spark
visitors’ interest in purchasing retirement planning products and services.
Refer to your goals and objectives constantly as you complete the design plan for
your Web site. Evaluate how well the actualized site objectives accomplish stated
goals before publishing the Web site.
DESIGN
TIP