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Why do business owners often miss the mark when naming their companies? Because they don’t look for the long-term outcome of where they’re going. They don’t name their company in a way that makes it easy for people to understand what they do. In short, they aren’t thinking about where they want to be 5, 10, 20 years from now.

If you’re leading people around a vision you have for the future of your business, you’d better know where exactly it is you’re headed—and be able to tell that to everyone around you.

Most businesses see their customers as consumers—or faceless revenue-delivering units. But the truth is, those people do matter. Those are the people you’re trying to help with the solutions your business offers.

You need to treat your business like it’s a process. That means setting up systems for marketing, for your website, and, yes, even for sales.

When you instead understand what your website is for—when you have the right words and proper expectations—you’ll stop wasting all your money and start to move the needle in the right direction.