It’s not enough that your website is beautiful, it has to be purposeful. There is a reason why you chose green over red and why there is a dancing pig graphic in the left corner. Before you even start designing your website, you need to set clear and attainable goals. This will give meaning to your website and help make it successful.

The Definitive Goal-Setting Guide For Your Website


Step One: Define Purpose of Your Website

What kind of business do you have? The type of business you run will impact the utilization of your website; and the purpose and design of your website must reflect the type of business.

For product-based businesses: Your site should serve as an e-commerce site.

  1. Optimize your site so visitors can easily buy your products.
  2. Highlight special offers to up sell.
  3. Have pages that contain clear and concise descriptions of your products.

For service-based businesses: Your site should serve as an information center.

  1. Highlight your contact information so visitors can easily call or email.
  2. Have a link to subscribe to emails/newsletter.
  3. Have a landing page that shares vital information.

For non-profit businesses: Your site should function as an immediate call-to-action

  1. Have a link to make online donations.
  2. Have a link to easily sign up volunteers.
  3. Encourage visitors to share cause.

Step Two: Define Your Ideal Customer

Yes, we know you want attract everyone to your business, you can’t design a website that will please everyone 18 to 85. So take time to think about not only who you want buying your product or service but also who would most benefit from it as well.

Answer the basic questions first:

  1. How old are they?
  2. What gender are they?
  3. How big is their family?
  4. Where do they live?
  5. What’s their education level?
  6. What’s their income?

Then dig deeper by answering:

  1. Where do they shop? Target or Dolce & Gabbana
  2. How do they shop? Online or at the mall
  3. What are their favorite websites?
  4. What are their favorite brands?
  5. What is their go-to social media platform? Instagram or Twitter.
  6. What are their hobbies?

Step Three: Define Your Growth Goals

Obviously the point of your website is to expand your business and grow your customer base. There are many ways to achieve this using your website. So where and how specifically are you looking to grow? These goals need to be measurable and time-based to keep you focused and on track.

Great ways to measure your success:

  1. Unique Visitor Goals
    If you have 100 different people visit your website resulting in 5 purchases or calls, then it’s fair to assume that having 1,000 will generate 50 purchases or calls.
    A reasonable goal is to increase traffic by 20% in 3 months.
  2. Subscription Goals
    The more people on your list means more contacts and interactions you can have with your customers
    Aiming to get 1,000 new subscribers within a year is a solid goal.
  3. SEO Goals
    You need people to find your website and want to appear high on the search result list. The higher up you are in Google, the more likely people will click on your link.
    SEO goals are the hardest to measure but creating SEO friendly content will help achieve this goal.

Completing these three steps before even starting the design process of your website will lead to a more successful end result. When you have clear goals it’s easy to decide the more fun aspects of creating a website. When you know you are trying to get 500 new subscribers that are mid-thirties, former male athletes that are childless with an income of over $60,000 yearly for your in-home masseuse business versus any generic man, you will create a better website.

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