Every web page should have a goal
If you have a website for your business, you almost certainly have a solid goal for the site. It might be to gain subscribers to your email list, encourage people to reach out to you for more information, or even to purchase a product directly on your site.
Going a bit deeper, though, every page on your site should have a goal as well. Every page on your site should be leading users down some part of your marketing funnel, so take some time to think about the goal for each and every page.