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his website, and has had more work than he can handle ever since.
    Results are obtained by exploiting opportunities, not by solving problems. All one can hope to get by solving a problem is to restore normality. Resources, to produce results, must be allocated to opportunities.
    – Peter Drucker, The Executive in Action
    More examples of clear purpose
    Here are two more examples of websites that obviously reflect a clear understanding of their purpose. T hese are sites that are “done right.”
    The first is Dell’s website. Dell, a multinational, Fortune 500 retailer whose bread and butter is PC sales, has developed and designed a website that makes it very clear that they sell computers, and that their products can bought online. It is also a breeze to navigate—whether I am a consumer buying a computer for my high school - aged son, a large enterprise customer buying a network system, or a small business owner looking for a lightweight laptop, I can quickly and easily find what I need, and make my purchase.
    Dell made their website about convenience in shopping, and being clear about what they sell. The design is probably not going to win awards for creative artistry, but it doesn’t matter, because the website achieves its purpose. The site certainly is attractive, but even if it were not , its ease of use would beat out an attractive yet difficult - to - navigate website any day.

    © 2013 Dell Inc. All Rights Reserved. Used by permission.
    The other website I want to feature as one that was created with its clear purpose in mind is for a solo photographer’s company, Andrew Gransden Photography. In this scenario, the purpose of the site is to convince visitors that Mr. Gransden shoots beautiful photography in a variety of categories.
    Because the product itself is so visual, the site was designed to showcase a varied portfolio of photographs, representing the different specialties the photographer shoots, as well as a rotating feature photo that dominates the homepage. Again, the purpose of the site is evident: when visitors see the actual product the photographer is capable of creating, they are influenced to hire him.

    © Andrew Gransden Photography. Used by permission.
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Action steps
    Now that we have established the importance of purpose, it’s time to put this into motion for your website. Spend about 20 minutes to undertake the following three Action Steps, and you will have accomplished Step 1: defining your website’s purpose.
    Ideas are a dime a dozen. People who implement them are priceless.
    – Mary Kay Ash
    1. Write it down. Sit quietly in a chair with a pen and a pad of paper, and write down what you want your website to actually do for you in building your business. Is it to improve your image and promote your brand? Make people feel good about doing business with you? Help you build a list of people you can market to? Sell products? Generate leads for your sales team? Only after you have identified a business objective for your website related to making money for your business can you build the site to accomplish that goal. Try to limit yourself to one primary, and, at most, two secondary purposes.
    Primary Purpose:
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    Secondary Purpose(s):
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    2. Look at your website with fresh eyes (if you currently have a website) . Take a fresh, objective look at your website. Is your website currently designed to achieve the purpose you identified? It will also help to l