When companies set out to create their websites...or re-create them they often talk about two key things.

1. I want it to look great.
2. I want it to be easy to navigate.

Now those are two good objectives that should be on your list. But there is a third item that is even more important that those that most companies miss:


3. I want to be able to influence how my customers navigate through it.

This last point is all about what I call intentional marketing . Intentional marketing is grounded in the notion of having a prescribed intended result to everything you do. Whenever you "market" something there must be an intended result..otherwise why spend your money?

Most people are intentional in their advertising. They know it must deliver new leads, more awareness etc. But when it comes to their websites most follow the generic protocols of navigation without consideration for a desired result.

I argue that your web design and message should use your desired result as the starting point for creation. By starting there you can actually construct and design your site to influence your visitors to that result.

What do you want them to do?

a) contact you
b) download something
c) buy something
d) come back again
e) put you on their list of potential vendors
f) determine if you are a good fit for them
g) recommend you to someone

These are a few good intentions for your website. So, the next question is...have you proactively designed your website to influence them to do these things?

If you have - then good for you. If not,then consider that this is a tremendous opportunity to increase the performance of your website, no matter what your objective.

Too often businesses leave the navigation up to their visitors. The visitor determines where they want to go or what they want to do next. This passive model does not fully leverage each visit.

A site designed to lead the visitor through the site and to an ultimate result is considerably more powerful. You take control over what they do vs leaving it to them to figure out.

So, next time you re-design your website, or even build your first, ask yourself what intended results you want from your visitors. And ensure that your messaging and navigation are designed to deliver those intended results.