In an ongoing effort to continue providing you with our series of SEO Rules, we bring you Rule #2. Focusing on the goals of a website.

You must ask yourself… WHAT is the point of your website? It isn’t a question that people are asked very often. In the past, the only reason most businesses have a website is a) because they need to let people know how to contact them, or b) because their competition does, therefore they need one as well.

A question not asked very often : WHAT is the point of your website?

These are no longer valid reasons in today’s rapidly expanding and changing online environment. The purpose of ANY company website, and it really doesn’t matter which type of business, is to generate sales. Whether these sales are generated directly on the website, through email, a contact form or over the phone, they provide a market that is unmatched with any other.

The ability to reach hundreds of thousands, even millions of people at any time, is incredibly powerful. If you manage to capture even a fraction of those viewers, don’t you want to capture their attention as quickly and as effectively as possible?

Provide a Call-To-Action, CLEARLY available on EVERY page that consists of a text phrase or even an image, focusing on the main goal/purpose of your website. That goal could be a phone call, a form submission, or even a product purchase. You need to expect every visitor to be lost and confused when they stumble upon your website, so by making everything as easy as possible for them, it will result in more conversions.

This doesn’t just apply to natural search rankings, but to any advertising campaign as well. A well placed, direct and concise Call-To-Action will create a point of interest for any visitor and is essential for every website.