“The goal of any Web site is to deliver quality content to its intended audience and to do so with
an elegant design.” [34] Website objectivesdefine what a company wants its website to do. For
example, a website can build awareness of the business; build awareness of particular brands or
services; distribute information to supporters, customers, and stakeholders on products or
issues; sell products or services; build relationships with customers; develop a new marketing
strategy or reinforce an existing strategy; manage an event (e.g., online registration and
payment); build the company image; and gather marketing research by collecting data from
users or conducting online surveys. [35] Whichever objective or combination of objectives is
chosen, each objective should meet the criteria discussed inSection 7.2 “The Marketing Strategy
Process”. Clear-cut objectives will increase the chances that a company’s website design and
content will work to achieve those objectives. [36]