WEBVTT NOTE This file was generated by Descript 00:00:00.150 --> 00:00:02.210 Hi, I'm Rachel with HubSpot Academy. 00:00:02.260 --> 00:00:05.680 Your website is your business's most important digital asset. 00:00:06.040 --> 00:00:10.640 But why exactly are websites so important and what is their purpose? 00:00:10.710 --> 00:00:15.030 Your website is the first place people go to learn about your products or services 00:00:15.260 --> 00:00:17.009 and find information about your business. 00:00:17.645 --> 00:00:20.515 Although your other online presences like your social media 00:00:20.515 --> 00:00:25.035 profiles are important too, your website is your home base online. 00:00:25.325 --> 00:00:29.554 It's also your digital sales rep, working 24 hours a day, seven days 00:00:29.554 --> 00:00:31.025 a week to promote your offerings. 00:00:31.215 --> 00:00:35.044 For these reasons, your website is critical not only to your marketing, 00:00:35.194 --> 00:00:36.614 but to your business as a whole. 00:00:36.685 --> 00:00:39.865 When you think about your website, whether you have one yet or not, 00:00:40.460 --> 00:00:43.840 The first question to ask is what is the job of your website? 00:00:44.150 --> 00:00:47.940 You can use the jobs to be done framework, otherwise known as the jobs 00:00:47.990 --> 00:00:49.769 theory to help you figure this out. 00:00:49.830 --> 00:00:54.040 The jobs theory was developed by Clay Christensen at Harvard Business School, 00:00:54.500 --> 00:00:58.880 and it's a helpful way to look at customer needs by focusing on their motivations. 00:00:59.730 --> 00:01:03.100 The jobs theory is the idea that people have jobs in their life that 00:01:03.100 --> 00:01:06.820 need to be done, and they hire the best product or service to do it. 00:01:07.189 --> 00:01:10.529 Think about the saying, people don't buy a quarter inch drill, 00:01:10.869 --> 00:01:12.270 they buy a quarter inch hole. 00:01:12.940 --> 00:01:16.069 This is a perfect example of the jobs theory in action. 00:01:16.620 --> 00:01:20.850 When someone purchases drill, they're hiring that drill to do the job 00:01:21.039 --> 00:01:22.600 of creating a hole in their wall. 00:01:22.849 --> 00:01:26.870 Christians in Theory was written with products and services in mind, 00:01:26.870 --> 00:01:28.834 but it can be applied to websites. 00:01:29.845 --> 00:01:34.145 Ask yourself, what is the job people are hiring your website to do? 00:01:34.785 --> 00:01:36.815 Your site will have several different jobs. 00:01:37.295 --> 00:01:40.885 Some people may be coming there to find out about your pricing, while others 00:01:40.885 --> 00:01:42.524 might want to speak with your sales team. 00:01:42.725 --> 00:01:45.795 Regardless of why people are coming to your site, It needs 00:01:45.795 --> 00:01:49.274 to help them accomplish their goals easily and efficiently. 00:01:49.925 --> 00:01:52.375 If not, you risk losing them for good. 00:01:52.485 --> 00:01:56.535 88 percent of online consumers are less likely to return to a 00:01:56.535 --> 00:01:58.234 website after a bad experience. 00:01:58.425 --> 00:02:01.914 So it's important to determine the job your website is being hired 00:02:01.925 --> 00:02:04.195 to do and to execute on that job. 00:02:04.804 --> 00:02:07.794 Remember that the job to be done of your website is the one 00:02:07.794 --> 00:02:09.065 that your audience determines. 00:02:10.180 --> 00:02:14.640 Focusing on your visitor's experience and seeing your site through their eyes will 00:02:14.640 --> 00:02:18.119 ensure that your website accomplishes the job it's been tasked to do.