October 26, 2023

Unlocking Your Website’s Potential: Defining its Role in Your Business

Date published (October 26, 2023)
Category (Web)
Read time (4 Minutes)
The author
(Leigh Ericksen)

Explore defining your website’s role for enhanced performance, as we delve into unique perspectives and practical examples in this guide.



Have you ever taken a moment to reflect on what your website’s true purpose is in the grand scheme of your business? It’s a question that, when answered thoroughly, can transform the effectiveness and impact of your online presence.

In my experience working closely with clients, I’ve discovered a unique and insightful way to delve deep into the real role a website plays in a business. Today, I’m excited to share this approach with you, with the hope that it will enlighten your next website building or redesigning endeavor.

The Website as an Employee: A New Perspective

The idea is simple yet powerful: think of your website as an employee of your company. If you were to write a job description for this employee, what key responsibilities and tasks would you list? This perspective shift encourages you to define clear and specific roles for your website, ensuring that it serves your business as effectively as possible.

Exploring Different Roles

1. The Salesperson

For e-commerce platforms, your website takes on the role of a Salesperson. It’s not just about displaying products; it’s about providing detailed information, showcasing options, and guiding the customer smoothly through the checkout process. The website needs to be persuasive, informative, and reliable — just like a top sales employee.

2. The Receptionist or Sales Agent

Service-based businesses might find their website playing the part of a Receptionist or Sales Agent. Here, the site welcomes visitors, points them in the right direction, and shows them how to get in touch with you. It’s the first point of contact, making its role crucial for first impressions and customer engagement.

3. The Customer Service Agent

Websites equipped with FAQs, chatbots, or help centers embody the role of a Customer Service Agent. They provide answers, offer support, and enhance the customer experience. Their job is to be accessible, helpful, and knowledgeable, ensuring that every visitor leaves satisfied.

The Impact of Clarity

Just as a clear job description empowers an employee to perform at their best, a well-defined role allows your website to serve its intended purpose with precision and efficiency. It eliminates confusion, streamlines functionality, and ensures that every element of your website is working towards the same goal.

Your Call to Action

So, what’s your website’s role? Take the time to define it clearly, and watch as your digital ’employee’ transforms into a powerhouse of productivity and effectiveness. Have questions or need assistance in defining your website’s role? Feel free to drop a comment below, and let’s start a conversation.

P.S. Your 24/7 Employee

And just a little food for thought before we wrap up: your website is possibly the only ’employee’ in your company willing to work 24/7. A well-tuned website works round the clock, ensuring that your business is always on, always ready to engage, and always working for you.