Goals for your website

The new year is fast approaching and if you haven’t done so yet, now is the time to review your goals from this year and plan for the coming year. Ensure that your website strategy supports those plans and goals. Whether you started your site by setting goals or not, now is a great time to take another look.

What to think about when reviewing your website goals

Here are the some key questions to help you review your goals:

  • Did you meet your 2013 goals?
  • If not, what were the main obstacles to meeting your goals?
  • How does your website fit within your overall marketing strategy of reaching your audience? Is it still aligned with that strategy?
  • Take another look at your mission and vision. Do the goals you set still fit your business?
  • Are your goals still clear?

Here are some of the potential high-level goals we’ve identified for example.

  • Generate leads for potential business
  • Sell products or services
  • Increase membership
  • To Provide a centralized location for information about your organization
  • To Improve customer service

Whatever your goals are, make sure that they are specific and measurable. For instance, if your goal is to generate leads, be specific as to how many (eg, 20 leads per month).

Any changes to your company or marketplace?

Chances are that changes over the past year within your company and in the marketplace are currently affecting your business goals. How have these changes affected your website goals and strategies?

Here are a few things you can do to help you determine answers to the questions above:

  • Conduct a Survey: Stakeholders and customers can reveal issues you need to address.
  • Conduct a Brand Audit: Conduct a brand audit to ensure the design of your site, pages, and other content adheres to your style guide and branding guidelines and are still working to enhance your brand.
  • Compare Websites: Take a look at your competition and other websites in your marketplace. Does your site measure up?
  • Review Your Content: Is your content supporting your content strategy?
  • Review Your Analytics: Do your web analytics reveal anything that you want to change?

What changes do you need to make?

If you are not meeting your goals, you may need to take another look at the strategies you have in place. But if you are confident that your strategies are accurate, perhaps you need to revisit how they are implemented.

Here are some things to consider:

  • Are there systems you need to put in place to ensure that you are keeping up with the strategies you have in place?
  • Are there design or structural changes to your website that would help you meet your strategies?
  • Do you need to implement any new features or sections?
  • Do you need to put more effort into your search engine optimization? Homepage optimization? Landing page optimization?
  • Rework your ordering process? E-commerce management?
  • Improve the customer support/interaction process?
  • Integrate your social media process?
  • Review or implement a media strategy? mobile strategy?

There are many strategies and tactics you can put in place to help meet your business goals. It’s important to review your goals at least yearly to see if the strategies you have in place align with those goals. And focus your online efforts on the strategies that will help you get the most from your website investment and ultimately achieve those goals.

Contact us today to find out how we can help you realign your goals and strategies and/or help implement the changes you need to make.

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