Understanding site goals to design the right website
All businesses need a website and that website has to be designed to make sure that it does what it is supposed to do. There is no reason to build a site if it doesn't do what need it to. With a well designed site you should be able to attract the visitors that you are looking for and to get them to do what you want them to do.
The first thing that you have to do when you are designing any website is decide on just why you are building that site. Everything else that you do will follow from that. This requires more than a generic answer like you want to increase your sales with your site, you have to know how you plan to do that. Once you know this you will be able to design a site that will achieve what you want it to. If your site can't do that then there is little value in building one.
One thing that you have to keep in mind when you are designing a website is that in many cases your goals will having competing agendas. For example you may want to use your site to provide information about your company in but at the same time you may also want to make sales directly from your site. This can be tricky to do since when you are trying to provide information you want people to stick around and read about your site. However when you are selling online you generally want to steer them to the product they are looking for as fast as possible. A well designed site can get around this to a certain extent but there will be some compromise.
One of the other things that you have to keep in mind when you are designing your site is that you have to make sure that your site goals and the goals of your visitor are the same. If people who are visiting your site are going there looking for information you need to make sure that you are providing that information. If the visitor gets there and finds a sales page rather than the information they are looking for they are just going to leave and go to another site.
If you find that you are getting visitors who are looking for something that is different from what your site is offering than you have a problem. After all if the goal of the site is to sell a product than you really don't want visitors who are just looking for information you want visitors who are looking to buy. If this happens it is probably because you are getting the wrong visitors to your site and you need to change the keywords that you are targeting so that yo can get the visitors that you are looking for.