Whether you’re rebuilding your website or kick-starting a new one, it’s vital that you set a host of specific and measurable objectives for your website so that it constantly keeps flourishing rather than wither and die. Not sure where to start? This post will give you the rundown you need.
What Is the Purpose of Your Website?
In order to determine the list of goals and objectives that you’d like to set for your website, you’ll need to consider the departmental purpose of your website. Some websites are geared towards marketing while others are laser-focused on sales, what is the primary focus of your website?
There’s a wide range of departmental purposes that websites can be heavily-focused on. Still, for the sake of not making this post a comprehensive study, we’re going to shed the spotlight on the two most predominant departments: marketing and sales.
If you’re in the field of marketing, you’d like your website to drive more traffic and generate more leads. The field of sales, however, is more about closing sales through validation and support. If your site is geared towards any of the aforementioned fields, the following sections are for you.
3 Goals for Marketing Websites
Your company’s website isn’t attracting as many prospects as you’d like it to, which is beginning to inflict serious damage upon the brand, here are the goals you need to take action towards:
1. Generate More Leads
If the health of your brand relies on the number of sales that you can get through your website’s marketing, then generating more leads should be your primary goal. This is a measurable goal, so it won’t be hard for you to separate what you’re doing right from what you’re doing wrong.
You probably have your own ways of measuring generation, but if you’d like to learn more about lead generation metrics, we recommend you check out this guide as it covers the most common metrics that you can measure your website’s lead generation.
Various tactics can help you generate more leads for your brand, among the most common ones are optimizing your web page for conversions, direct engagement with leads, and optimizing informative content for your website. You can learn more about these tactics here.
2. Higher Leads Conversion Rate
The conversion rate of a marketing-based website indicates the percentage of visitors converted into prospects by taking desired actions. For those who are at the helm of an inbound marketing campaign, striving towards a higher lead conversion rate is imperative for the brand’s success.
Setting this goal is as simple as determining the desired percentage increase. Of course, you’re going to need to be realistic about the percentage increase that you’d like your website to reach. Also, you have to know your site’s current conversion rate to move towards this goal.
3. Boost Brand Awareness
Increasing brand awareness is a high-value goal for owners of websites that are geared towards providing educational value rather than capturing visitors’ information and generating leads. And due to the overabundance of such platforms, boosting awareness is held in high regard.
Boosting awareness to your brand equates directly to an elevation in traffic to your website, and there are plenty of methods you can go about doing so, from powerful SEO research to the use of branded packaging.
3 Goals for Sales Websites
The goals that sales-driven websites should strive towards are very similar to the ones that your average marketing website should move towards as well, but with sales sites, it revolves around maximizing direct sales. The following goals are the cornerstones of a successful sales website.
1. Generate More Sales
If you’re in charge of an e-commerce website, generating more sales should be one of the main goals that you should focus on. For you to generate more sales, you must target a specific audience so that your promotional methods can be in accordance with their needs.
Now that you have a clear understanding of what your audience desires and you have a reliable promotional campaign that’ll allow you to reach that specific audience, it’s time to utilize some of the strategies that are shared on this guide. The more tactics you use, the merrier.
2. Higher Sales Conversion Rate
Unlike the field of marketing, where conversion rates have to do with leads, it’s all about qualified sales with sale-driven businesses. The concept, however, is still pretty much the same in both. It all has to do with converting your website visitors into prospects that buy your product.
3. Quality Sales Support
Improving upon the means of support and validation for the generated leads is imperative if you own a website that isn’t focused on generating leads. Hosting testimonials and conducting case studies that are in accordance with the quality of support you offer will win you more prospects.
General Website Goals
- More Unique Visitors – The higher the number of visitors that your website garners, the more your product/content becomes relevant and in-demand. The key to attracting more unique visitors to your website is making sure the content you provide is show-stopping.
- Reduced Bounce Rate – The lower the bounce rate, the higher the chances of your site engaging with more visitors. In order to reduce your site’s bounce rate, you must ensure that your website loads as fast as possible. *link to our ‘How to Optimize Site’s Speed’ article*
- Higher Search Ranking – Your ranking on Google is directly proportional to your level of success because it makes your content accessible to a lot more people. Acquiring a high search engine ranking has to do with using relevant keywords and quality promotion.
Aimless wandering doesn’t lead anywhere, which is why it’s essential to know precisely what you want to get out of your website. Confidently, the information we’ve provided today has given you the insight you need to start setting goals for your website and strive towards fulfilling them.