21 September 2006

What are the objectives

The three of us were in meeting with a client's stakeholder and one of their team got talking about our website and asked us how many visitors we got to the site. We didn't answer the question directly, because we didn't set out to attract large volumes of visitors to the Red Splash site.

We offer a B2B service around Marketing and Sales skillsets, so although not many businesses will say "no" to the question "do you want to increase your sales revenues" we don't need many visitors to come to the site, providing that they are the right quality and the website is designed to begin a dialogue with the visitors who land. We had some idea about what we hoped the site would deliver in terms of business and it seems to have achieved that easily. We have had several pieces of walk-in business, some of which have been of a good size. The most recent is a well-established offshore drinks producer who is looking for some highly specific support. There is no question in my mind, the site has been an excellent investment.

What got me thinking about this is that one of my tasks today is to provide a critique of a client website - not in terms of the technology, but in terms of how it sets up a conversation with its visitors and the extent to which it seems to have a specific audience in mind in the way it uses language. The site is well constructed and W3C compliant, but it's in the objectives and the language that it uses that it falls over.


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