Not all websites serve the same purpose. Understanding your site's objective helps determine what content should be prioritized and how users should move through the site.
Most websites fit primarily into one of four categories.
Inform
Informational websites focus on educating visitors.
Examples include:
- Department websites
- Research centers
- Academic programs
- Public information resources
These sites typically prioritize:
- Clear explanations
- News and updates
- Background information
- Frequently asked questions
Success often means users can quickly find and understand information.
Recruit
Recruitment-focused websites aim to attract new audiences.
Examples include:
- Academic programs
- Student organizations
- Conferences
- Community initiatives
These sites emphasize:
- Benefits and opportunities
- Success stories
- Testimonials
- Application information
- Calls-to-action
Success often means increased inquiries, registrations, or applications.
Support
Support websites help existing users complete tasks or solve problems.
Examples include:
- Knowledge bases
- Service websites
- Internal resources
- Help centers
These sites prioritize:
- Instructions
- Documentation
- FAQs
- Contact information
- Troubleshooting resources
Success means users can find answers without needing additional assistance.
Convert
Conversion-focused websites encourage users to complete a specific action.
Examples include:
- Event registrations
- Form submissions
- Request pages
- Volunteer signups
These sites focus on:
- Clear messaging
- Simple pathways
- Strong calls-to-action
- Reduced distractions
Success means users complete the intended action.
Activity
A Happy Path is the best way we can see a website visitor be successful in our website. Describe a happy path journey. From page to page, what is a successful web visitor doing at each step?