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Is there a disconnect between your business goals and your website?

Before you quickly answer “no”, really think about this.  Give it some thought.

What are your business goals?  Do you want to generate leads for your consulting services?  Or, maybe you would like to increase online sales of your information products.  A non-profit organization may want to increase online donations and add to their number of volunteers.

Question:  If your goal is to generate leads and build your mailing list, yet the “sign up” link is in the bottom right-hand corner of the page where no one can really see it, is there a disconnect here?

How about if your goal is to increase online donations, yet after arriving on your home page, the visitor has to click through to five different pages to get to the “Donate” button?  Sounds like a disconnect to me.

Every page on your website should be tied to a conversion goal.  Every conversion goal applies to a targeted audience and refers back to one or more business goals.  So, if your goal is to build your list, you need to have one or more pages that are designed with that goal in mind.  The visitor should not have to hunt for the “sign up” link.  You have to give them a good reason to join and make it easy for them do so.