Jason Unger

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What's the purpose of your Web site?

No, really.

In 10 words or less, can you explain

• why you have a Web site?
• where you'd like to be in one year?
• what's your plan for getting there?

If you can't, you're in trouble. You're not destined for failure — yet — but you're certainly on the wrong track.

Too often, Web sites get started and run for the wrong reasons.

"I want to have a blog."
"We needed to put something up."
"They're doing it, so we have to."

We're all guilty of this, to some degree. I've started a ton of Web sites on a whim with no real long-term goal — and they've all landed in the graveyard.

So take ten minutes, right now, and determine your site's goal. Some options include:

• to sell a product or service
• to deliver an information product, like news
• to build a brand

Be honest with yourself. It's OK to admit that your blog (while well-intentioned to empower your readers) is really about selling a product. There's nothing wrong with that.

Ask yourself this:

If you had to shut down your Web site today, what would you want in return?

That's your goal. Go out and reach it.