Before you choose a platform, domain, hosting, or design, you need a clear reason for the site to exist.
A defined purpose prevents unnecessary pages, unclear messaging, and the common problem of building first and deciding later.
This page expands on Step 1 of the Essential Steps to Build a Website, focusing on how to define your website’s purpose so the rest of the process stays structured and consistent.
Table of Contents
What a Website Purpose Actually Means
A website purpose is a specific outcome the site should achieve for a specific type of visitor.
It is not a slogan or a broad statement like “to grow my business.” A useful purpose answers:
- Who the site is for
- What the visitor should be able to do
- What action matters most
- What information must be clear for that action to happen
If you cannot describe the purpose in one or two plain sentences, the site will usually become a collection of pages without a clear path.
Define the Primary Action
Most websites have many goals, but they only work well when one action is treated as the primary action.
The primary action is what you want the right visitor to do after they understand what you offer.
Examples of primary actions:
- Request a quote
- Book an appointment
- Buy a product
- Subscribe to updates
- Contact support
- Download a resource
Once the primary action is defined, you can evaluate every page and section by whether it supports that action.
Identify the Main Visitor Type
A website that tries to speak to everyone usually ends up being unclear for the people who matter most.
Define the main visitor type in practical terms. This is not demographic detail. It is about the visitor’s situation and intent.
Write a simple description like:
- “People searching for a local service and comparing options”
- “Customers who already bought and need help”
- “Visitors looking to understand a topic and learn the basics”
- “Decision-makers evaluating whether to contact us”
This makes later decisions easier: which pages you need, which details belong on the homepage, and what navigation should prioritize.
Set Clear Success Criteria
If the purpose is real, you should be able to tell whether the site is working.
Success criteria should be measurable or observable. Examples:
- Number of qualified inquiries per month
- Number of bookings completed
- Product purchases from organic search
- Reduction in support emails due to clearer help pages
- Newsletter signups from a specific page
This is also where you decide what is not a goal right now. That prevents the site from expanding into unnecessary sections early.
Define Scope and Priorities
A clear purpose should reduce the amount you try to build in the first version.
Set scope by deciding:
- Which pages are required for the site to be usable
- Which pages can wait until after launch
- What content must be accurate on day one
- What details can be expanded later without changing the structure
This is how you avoid building a large site that still fails to communicate the basics.
Write a Simple Purpose Statement
Combine the key decisions into a short statement you can refer back to throughout the build.
A practical format:
- “This website is for [main visitor type] who want to [their goal]. The primary action is [primary action]. The site is successful when [success criteria].”
Keep it plain. If the statement depends on buzzwords, it will not help with page structure, content decisions, or navigation choices.