How to Define Your Website’s Purpose (Before You Start Building)

Building a website is exciting — whether it's for your business, blog, portfolio, or online store. But before you jump into choosing a template, hiring a developer, or adding content, there’s one important step you shouldn’t skip:

Defining your website’s purpose.

Knowing why you're building a website is just as important as how you build it. Without a clear purpose, your site may look great but fail to deliver results.

In this guide, we’ll walk you through how to define your website’s purpose, and why doing so early in the process can save you time, money, and frustration later on.

Why Defining Your Website’s Purpose Matters?

Every website has a job to do. Some are meant to sell products. Others share information, generate leads, build credibility, or connect with a specific audience.

When your website has a clear goal, everything else becomes easier:

1. Your design will match your message.
2. Your content will speak to the right people.
3. Your calls-to-action will be more effective.
4. Your SEO strategy will stay focused.

But if your website doesn’t have a clear purpose? You’ll likely end up with a site that’s confusing, cluttered, or just not helpful to visitors.

Step 1: Ask Yourself the Right Questions

Start by answering a few basic but important questions:

1. What do I want this website to do?
2. Who is this website for?
3. What action do I want visitors to take?
4. How will I measure success?

Your answers will shape your website goals and objectives — two key parts of website planning.

Step 2: Define Your Primary Website Goal

Your website goal is the main result you want to achieve.

Here are some common examples of website goals:

1. Sell products online (eCommerce)
2. Get people to call or contact your business (Lead generation)
3. Share your expertise through blog content (Content marketing)
4. Build a personal brand or showcase your portfolio
5. Provide support and resources to existing customers

Your website should be built with one main goal in mind, especially if you’re just starting out.

For Example: If your goal is to sell handmade candles online, your website should focus on showcasing products, making checkout easy, and building trust with shoppers.

Step 3: Set Clear Website Objectives

Once your main goal is clear, it’s time to set specific website objectives. Think of goals as the big picture, and objectives as the smaller, trackable steps that help you get there.

Use the SMART method to set your objectives:

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

Example website objective:

• “Get 100 newsletter sign-ups in the first 60 days after launch.”

Other examples of website objectives:

• Drive 1,000 visits per month through SEO
• Reduce bounce rate to under 50% by improving design
• Increase product page views by 25% in 3 months

These objectives guide your design, layout, content, and even marketing plans.

Step 4: Know Your Audience

You can’t define your website’s purpose without knowing who you're building it for.

Ask yourself:

1. Who is my ideal visitor?
2. What are their problems or needs?
3. How can my website help them?

Whether you’re targeting business owners, students, shoppers, or blog readers — your website must solve a problem or deliver value.

The better you understand your audience, the better your site will perform.

Step 5: Match Your Content to Your Purpose

Once you’ve defined your website’s purpose and objectives, it’s time to think about your content.

Ask:

1. What information do visitors need?
2. What pages will support my goals?
3. What tone of voice fits my brand and audience?

For example:

• A site that sells products needs detailed product pages, reviews, and a smooth checkout.
• A site focused on lead generation might need case studies, testimonials, and contact forms.
• A blog site should have clear categories, helpful posts, and ways to subscribe.

Always tie your content back to your main website purpose.

Step 6: Plan Before You Build

Now that you know your goal, audience, and objectives — you’re ready to start building. But don’t rush in.

Create a simple website plan or wireframe. This helps map out:

• Which pages you need
• What goes on each page
• How visitors will navigate your site

Planning first ensures your site is purposeful, not just pretty.

Final Thoughts

Defining your website’s purpose before building it may seem like a small step, but it’s one of the most important things you can do. With clear website goals and objectives, your site will not only look good — it will work for you. Whether your goal is to grow a business, build your personal brand, or share your ideas with the world, knowing your purpose puts you on the right track from day one. If you're working with a website development company, having a well-defined purpose also helps them create a site that truly supports your goals and delivers results.

Ready to define your website’s purpose?

Grab a notebook, answer the key questions above, and take the first step toward a successful website.