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  3. Aim
  4. Primary and secondary aims

Aim: Primary and secondary aims

There are often several (secondary) desired results, alongside the desired main result. It is important to filter these in order of priority. A secondary aim in the helpdesk example mentioned before could be that staff can find information on the website as well. Depending on the amount of information, the solution could finally mean that, alongside a regular website, there should also be an intranet staff.

Saving or making money

For most commercial websites, the 'primary aim' is 'to make money or to save money'. This may not always apply to (service-providing) government bodies, but automation of tasks can improve the general quality of services while saving on staff costs.

Specific site aims

Specific site aims are (secondary) aims that have a direct impact on the organisation of the content and the structure of the site. Site aims could include:

  • The content of the site is often changed, the site must be easy to maintain and administer.
  • The site must be realised within a particular budget.
  • The site may be expanded in the future; the structure of the site must be flexible enough to allow this.

Long-term and short-term aims

Aims can change over time. It is a good idea to ascertain whether the present aim will still be valid in the long run. A shorter-term aim could be that visitors can find an answer to the most frequently asked questions on the website. A longer-term aim could be that visitors will eventually be able to arrange everything online.


Web Guidelines version 1.3, November 2007.