38 Understanding Digital Marketing goal might be an online sale or booking, your secondary goal could be online lead generation and your tertiary goal could be to harvest opt-in e-mail addresses for your mailing list. It doesn't matter what your goals are, or whether your website is a small information/brochure-type site or a huge online store; the important thing is that you keep them in mind when you design (or redesign) your website. Remember, conversion is the key to digital marketing success; your website and the user experience you deliver through it are what will ultimately drive that conversion. building an effective website An effective website is essentially about the convergence of two things: your business goals and the needs of your target market. Build something that aligns the two and you'll end up with an effective website. Broken down like that it sounds simple, but achieving that convergence can be a tricky pro- cess ­ and a quick surf around the web will soon demonstrate that it's easier to get it wrong than to get it right. You'll note we used the word `effective' rather than `successful'. For a