Objectives are important because they convert visions into clear-cut measurable targets

Although this article is primarily aimed at Websites for Accountants, it is also just as relevant to the majority of other industries/professions

When we discuss a client’s requirements, one of the first things we ask them is; what are the objectives for the new Website? Typically, this takes them by surprise, since, it is not something they have really considered in any detail.

Most likely, their only objective is: their current website looks dated and in need of a redesign; or if it is their first Website, they want it to help generate business leads. Now, these two objectives are perfectly fine, however, in isolation, they significantly limit the potential of owning a Website.

Other key objectives to consider are;

• It should be of interest to existing clients. allowing stronger bonds to be created.
• Help play a part in processing referrals.
• How the Website can assist in the day-to-day running of the business.
• How it can help to improve customer support (and client perceptions of your support).
• Help to “close” business prospects.
• To act as a hub for all marketing activity.
• Help reduce administrative overheads.
• Help create new business relationships.
• Help make the business more competitive.
• Speed-up the process of bringing new services to the market.
• Give you a highly professional web presence, on par (if not better) with other Accountants or much larger business websites.

The above are just a few exampes of how you can widen your Website objectives. Some of them, such as, reducing your admin overheads, can be sub-divided into a series of other objectives, to help make them easier to measure.

Remember, an Accountants Website has the ability to become a proactive business tool. Just keep asking yourself; can my website help, can my website do this better?