What Is a Website's One Primary Goal?

Marvin Schwaibold says a website should have one specific primary goal, the main thing a user should do on arrival, and the whole narrative should be built around that one thing. On Nstack, he is not sure what the primary goal is. The options he floats are get started or talk to the agent, yet buttons for general engineering, marketing, and get started share the same color, so nothing shows which one to focus on first. Plenty of other elements pull attention away from the main goal.

On Collins, the book stack was the heart of the website and the visual work the team wanted to show off. It was an easy way to navigate into the page, and visitors can spend a lot of time there because it is easy to use. Nstack does the opposite of progressively disclosing information, with a lot of things screaming for attention at once. Taking only one thing away is better than trying to do everything at the same time.

Aaron Epstein adds that dropping a visitor straight into the product is probably good when the screen is how the product actually works and the aha moment is people starting to use it, rather than hearing about the product and clicking through a signup. He still wants a little more context for what to do.