To better understand the process of setting website goals and strategies it helps to see where these activities fit within the business planning process.
Website goals and strategies support business goals
Website goals and strategies must support your broader business goals. These goals are contained in a business plan. Goal setting for the website is really only possible if you have your business plans and marketing plans in place.
When choosing website goals and strategies make sure they support higher level business goals.
You web strategy details how your will achieve your website goals. The strategy covers mid to long term activities and should be flexible to meet changing circumstances. Tactics are the smaller projects and day-to-day activities that help achieve the strategy.