Awhile ago, I wrote about the foundational elements of building a strong online presence. One of the three major components is a powerful website. I define a powerful website as one that actually accomplishes its purpose quite well. Operatively, then, a website must have a purpose. Putting on my MBA hat for just a moment, I would like for all websites to have a ‘measurable’ purpose. The world of qualitative assessments is fine if you are choosing a piece of art, but in the world of websites that either work or do not work, quantitative is key. So, please, let’s define a quantitative purpose. Of course, the one that immediately comes to mind is either direct revenue impact OR a leading indicator of revenue impact. Online sales. Phone calls. Form completions. Coupon downloads. You get it.
With that as my “obvious” starting point, I look out into the world of … Continue reading