No matter what task you undertake, whether it’s fixing a leaky faucet or writing a book, the point is to get to the goal.
Stop the faucet from dripping or publish your book, these are the goals. Your web site should have a goal too, you just need to figure out what that is. What’s your site’s target, what constitutes success? It may be someone placing an order for a product on your web site or bringing them into your store with a coupon they’ve printed online. These are goals that constitute success.
Many people think getting to the top in Google or a professional, good looking web site are goals but they’re not looking far enough ahead. When they find you in Google and get to that good looking web site then what? How is your web site going to make your business successful? What actions do your visitors need to take to accomplish this?
Think about your business and the role your web site could play. It could be for information and awareness of your business or organization, for drawing people into your store, or for selling your products online to a much larger customer base. These are all good objectives but they’re not your goals. Goals need to be more specific so success can be measured. If information and awareness is your objective then your goal could be visitors downloading a PDF document or signing up for an email newsletter. If drawing people into your store is your objective then your goal could be shoppers bringing in a coupon they’ve printed online for a free item. If selling products online is your objective then your goal could be a customer entering a discount code they got on a special landing page set up for a promotion when they order. These are results that can be measured so you know if you’re achieving your goals and making your business successful through the web.