Every successful website is built to achieve a specific business objective and solve a concrete operational problem. This section defines what your website must do and how it must perform.
Why This Section Is Critical
Your answers here directly determine the structural layout and engineering priorities of your homepage. This shifts our focus from making a website "look pretty" to making it a high-performing business tool.
Five Fields to Complete
This section contains five sequential fields. Each one builds on the last to create a complete picture of your website's strategic role in your business.
1
Primary Purpose
2
Problem to Solve
3
Visitor Action
4
Success Metrics
5
Payment Gateway
Field 1
Primary Purpose of the Website
Explain the single most important job this website needs to perform for your organization. Your answer decides the structural layout and engineering priorities of your homepage.
Select or describe the primary model that fits your goal:
🛒
E-Commerce / Sales
To sell products directly online and process payments securely.
📋
Lead Generation
To capture customer inquiries, quote requests, or email signups.
📖
Informational / Authority
To educate the public, display a portfolio, or establish brand credibility.
📅
Operational / Booking
To allow clients to schedule appointments or order services online.
One Primary Purpose Only
While a website can do multiple things, it should have one primary purpose to avoid confusing visitors. If your site needs to do two things (educate users and sell items), choose the one that directly keeps your business running as the primary focus.
Field 2
What Problem Should It Solve?
Detail the current bottlenecks or frustrations your business faces that this website should fix. We use this to build automated technical solutions that save your team time and money.
Example Problem
Technical Solution We Build
"Customers call our front desk just to ask about our services, wasting staff time."
A prominent, mobile-optimized digital menu page with an easy-to-find download button.
"We lose leads because there's no way to book online after hours."
An automated 24/7 online booking system with email confirmation and calendar sync.
"Our current website looks outdated and doesn't work on mobile phones."
A fully responsive, mobile-first redesign aligned with your premium brand identity.
"We have no way to collect payments online from international clients."
A multi-currency checkout system with encrypted global payment gateways.
Don't Have a Specific Problem?
Having an outdated, slow, or embarrassing digital presence is a major business problem. If that applies to you, write: "Our current website looks outdated, does not work well on mobile phones, and does not accurately represent our high-quality brand."
Field 3
What Action Should Visitors Take?
Name the single, most critical action a user should perform before leaving your site. This choice dictates our user interface (UI) engineering — we design your layout like a funnel, using contrasting colors, strategic placements, and simplified forms to guide the user's eye to this exact action.
Primary Call-to-Action (CTA)
Required — Choose One
Book an appointment or reservation
Submit a contact / quote request form
Call your phone number directly
Make a purchase or add to cart
Download a menu, brochure, or catalog
Sign up for a newsletter or account
Chat with support via Telegram or WhatsApp
Avoid Multiple Competing Actions
Having too many competing buttons on a single webpage confuses visitors, which actually lowers your overall conversion rates. You can have secondary actions (read a blog, follow social media), but choose one primary action only.
Field 4
What Would Make This Website a Success?
Define your target business goal or measurable outcome for this new website project. This sets a clear baseline for our team and shifts focus from aesthetics to performance.
Category
Example Success Metric
Financial
"Accepting direct online payments within 30 days of launch."
Time-Saving
"Reducing customer phone inquiries about services by automating information online."
Growth
"Increasing online reservation bookings by 25% over the next six months."
Brand
"Having a professional, mobile-responsive site that matches our premium brand identity."
Brand Appearance Is a Valid Goal
If your only goal is a professional online look, write: "Success means having an up-to-date, mobile-responsive digital storefront that matches our premium brand identity and builds trust with potential clients."
Field 5
Payment Gateway
If your website needs to collect money, process deposits, or take online bookings, you must define your target payment region. This determines which payment infrastructure our engineers will install.
A. Local Payment Integration
Domestic Only
What it means: Your website will process domestic currencies using popular local payment methods — local mobile wallets or domestic bank transfers.
When to choose it: Select this if your target audience resides entirely within Ethiopia and relies on local mobile money or domestic bank transfers.
Why it matters: This tells our developers to integrate local mobile money and banking APIs directly into your checkout system.
B. International Payment Integration
Global
What it means: Your website will securely accept global currencies (USD, EUR, etc.) via international credit cards.
When to choose it: Select this if you serve global clients, run a hotel welcoming international tourists, or export goods to overseas buyers.
Why it matters: This requires our engineering team to install advanced multi-currency conversion tools and configure global, heavily encrypted checkout gateways.
What You Need to Activate Online Payments
✓
An active corporate bank account linked to your business
✓
Your official Business License Number (collected in Section 1) to pass merchant verification audits
✓
For international payments: a merchant agreement with an approved international payment processor
Frequently Asked Questions
While a website can do multiple things, it should only have one primary purpose to avoid confusing your visitors. If your site needs to do two things (e.g., educate users and sell items), choose the one that directly keeps your business running as the primary focus.
You can have secondary actions (like reading your blog or following your social media), but you must choose one primary action. Having too many competing buttons on a single webpage confuses visitors, which actually lowers your overall conversion rates.
Yes, absolutely. Many of our clients — particularly hotels and hospitality businesses — serve both local and international customers. Our engineering team can configure a dual-gateway checkout system that automatically presents the appropriate payment method based on the visitor's location and selected currency.
That is a valid baseline. Write: "Success means having an up-to-date, mobile-responsive digital storefront that matches our premium brand identity and builds trust with potential clients." Our team will use this to set design quality benchmarks throughout the project.
