What is the importance of a Website in Business?
Your website is your business’s most important digital asset, but why exactly are websites so important, and what is their purpose?
The first place people will turn to is your website in case they need to know about your brand, your products, or services and find information about your business. Although your other online presences, like your social media profiles, are important, too, your website is your home base online. It’s also your digital sales rep, working 24 hours a day, seven days a week, to promote your offerings.
For these reasons, your website is critical, not only to your marketing but to your business as a whole. When you think about your website, whether you have one yet or not, the first question to ask is, what is the job of your website?
Why is it important?
Jobs to be done framework aka the Jobs Theory, to help you figure this out. The Jobs Theory was developed by Clay Christensen at Harvard Business School, and it’s a helpful way to look at customer needs by focusing on their motivations. The Jobs Theory is the idea that people have jobs in their life that need to be done, and they hire the best product or service to do it.
It is similar to a famous saying, “People don’t buy a quarter-inch drill, they buy a quarter-inch hole.”
This is a perfect example of the Jobs Theory in action. When a person buys a drill, there are actually employing that machine to do the job of making a hole in their wall.
Christensen’s theory was written with products and services in mind, but it can be applied to websites.
How is it done?
Ask yourself, what is the job people are hiring your website to do? Your site will have several different jobs. Some people may be coming there to find out about your pricing, while others might want to speak with your sales team.
Regardless of why people are coming to your site, it needs to help them accomplish their goals easily and efficiently. If not, you risk losing them for good.
88% of online consumers are less likely to return to a website after a bad experience, so it’s important to determine the job your website is being hired to do and to execute on that job.
Remember, that the job to be done on your website is the one that your audience determines, not you.
Focusing on your visitor’s experience and seeing your site through their eyes, will ensure that your website accomplishes the job it’s been tasked to do.