Part 2: Define your goals before your website build

Part 2: Define your goals before your website build

Hi there! Let's have a little chat about nailing down your website goals. I know it can feel overwhelming but it's worth the effort, especially if you're thinking about upgrading or getting a new website, it's worth thinking of it now!! Here's my take on how to get it right:

  1. What's your website really for? Think hard about this one. Are you after more leads? Boosting sales? Getting your name out there? Whatever it is, get crystal clear on it. It'll shape everything else. Action: Grab a cuppa and brainstorm. Write down your top three website objectives.
  2. Get SMART about it. If you've not heard of SMART goals have a look below.* They really work. Instead of vague wishes, aim for something concrete. Like, "I want 20% more traffic in six months" or "I'm aiming for a 5% conversion rate by Christmas". Action: Turn your top objective into a SMART goal. Struggle with this? A web pro can help you set realistic targets.
  3. What matters most? You can't do it all at once. Pick your battles. What's going to make the biggest difference to your business right now? Action: Rank your goals in order of importance. Focus on the top two.
  4. Know your crowd. Your website isn't for you - it's for your customers. What do they need? What problems can you solve for them? Action: Jot down three things your ideal customer is looking for. Not sure? Consider a user survey or some market research.
  5. Where are you now? Before you can improve, you need to know your starting point. Check out your current stats - traffic, conversions, that sort of thing. Action: Set up Google Analytics if you haven't already. Need help interpreting the data? That's where experts come in handy.
  6. One size doesn't fit all.  If you're serving different types of customers, your goals might need to vary too. Think about tailoring your approach for different groups. Action: List your main customer types. Consider how their needs might differ.
  7. Think short and long term Quick wins are great, but don't forget the big picture. Balance immediate goals (like boosting sales this month) with longer-term aims (like building a loyal customer base). Action: Set one short-term and one long-term goal. A web strategist can help you plan for both.
  8. Keep the big picture in mind Make sure your website goals tie into your overall business plan. If you're planning to expand overseas, for example, your website should reflect that - for instance you'll need to make sure all your shipping settings are sorted out! Action: Check your business plan. Do your website goals support it?
  9. Stay flexible Things change fast in the digital world. Keep an eye on your progress and be ready to switch things up if needed. Action: Set a reminder to review your goals quarterly. 
  10. Celebrate the wins! Don't forget to pat yourself on the back when things go well. Hit a milestone? Crack open the bubbly! Action: Define what success looks like for each goal. Plan a small reward for when you hit it.

Remember, setting effective website goals is a skill. If you're finding it tricky, don't hesitate to call in the pros. A good web strategist can help you clarify your objectives, set realistic targets, and create a plan to smash them. After all, your business and your website is too important to leave to chance!


*SMART goals are a framework for setting objectives that are clear, achievable, and meaningful. Here's a quick breakdown of what SMART stands for:

S - Specific: Your goal should be clear and specific, not vague.

M - Measurable: You should be able to track progress and know when you've achieved the goal.

A - Achievable: The goal should be realistic and attainable.

R - Relevant: It should align with your broader objectives and be worthwhile.

T - Time-bound: There should be a clear timeframe for achieving the goal.

For example, instead of "increase website traffic," a SMART goal would be "increase monthly website visitors by 25% within the next 6 months through content marketing and SEO optimisation.

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