I ask my clients "What is the objective of your website?", "What are you trying to accomplish?"
I even have a nice tidy check list that I provide.
The reality is - the objective of every website can be summed up into 3 goals for every business.
1. Attract visitors
Promote your brand, provide information, increase sales
2. Lead generation tool
There must be away to collect names and addresses to later connect with these potential customers
3. Convert these visitors into paying customers
Whether your site is e-commerce or not it should be compelling enough for you to capture a lead or for the visitor to want to buy or get more information to close the sale.
Is your website accomplishing these 3 objectives?