What's Your Website's Purpose?

The number one thing your website must do is have a purpose.

It doesn't matter how well-designed your website is.

It doesn't matter how easy it is to navigate.

It doesn't matter how attractive it is.

If your website doesn't get your visitors to take a predetermined course of action, it's a liability.

And according to the dictionary a liability is "something that works to one's disadvantage."

Unfortunately, there are far, far too many websites on the Internet like that.

To be successful, your website must have a purpose.

And your copy must be persuasive enough to achieve that purpose - whatever it may be.

If the purpose of your website is to collect your visitors names for your newsletter or future follow-up, then your copy should clearly emphasize that, and give your visitors a compelling reason to leave behind their name and e-mail address.

Here's a perfect example of what I'm talking about:

Dr. Ralph F. Wilson is widely recognized as one of the top international authorities in the field of Internet marketing. Business Week called his popular WilsonWeb.com... "Bar none the best e-commerce resource out there."

Wilsonweb.com has literally a whole treasure trove of Internet marketing resources. But the number one purpose of the website is to get you to subscribe to their "Web Marketing Today" free weekly newsletter.

And with nearly 135,000 subscribers, it's obvious the website is doing its job expertly.

Right from the opening headline, the newsletter is mentioned.

At the beginning of the copy, the newsletter is mentioned.

In the body of the copy, the newsletter is mentioned.

And at the end of the copy, the newsletter is mentioned.

The website never forgets what its ultimate purpose is - to get you to subscribe to the Web Marketing Today newsletter.

But you're not asked to subscribe in the usual "ho-hum" manner. You are asked to subscribe in a persuasive, compelling manner.

Here's how Dr. Wilson asks you to subscribe to his newsletter:

"Subscribe to our free e-mail newsletter -- Web Marketing Today® (nearly 135,000 subscribers worldwide). Just to encourage you to take this step, I'm including three free e-books that you can download and read: Making & Marketing E-Books, Web Marketing Basics, and Demystifying Viral Marketing, each worth $12 -- just for subscribing. No catch. We respect your privacy and never sell or rent our subscriber lists. Subscribing will not result in more spam! I guarantee it!"

Did you catch that last line? "Subscribing will not result in more spam! I guarantee it!"

Dr. Wilson puts his visitors minds at ease, and alleviates their hesitancy to leave behind their name and e-mail address by loading up on the freebies, and by taking the negative connotation of the word "spam" and turning it into a humorous positive.

In closing, give your website a purpose and you'll be that much closer to success!

Dale King is the owner of the new Internet marketing website, GuruKnowledge.org

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