Do you notice how most business books begin with a chapter on goal setting and planning? It starts to sound like a cliche but there is a good reason why this is usually the first piece of advice offered. The fact is, goal setting is a vital ingredient in the success of your overall web strategy.
So why set website goals?
Here’s the three most compelling reasons for setting goals for your web strategy:
1. Goals provide direction and aid decision making
Without clear statements of what you want your web presence to achieve there is a risk that that your website and other online channels will be vague and unfocussed. Goals help keep your web presence ‘on message’.
Your website goals also help determine the types of strategies you will adopt. Only strategies that support a goal should be adopted. In this way having goals ensures efficiency and good decision-making.
Website goals are what link your web presence to the broader business. When your website goals clearly align with your business goals your overall message will be clear and meaningful to your customers.
2. Goals provide a way to measure success
A good goal should be measurable. Fortunately measurement of most website goals is easy. Using analytics (think Google Analytics) you can obtain detailed information on how you are tracking towards your goals. Analytics can give you feedback on a whole range of website measures such as length of time on site, pages visited and bounce rate.
3. Goals provide motivation
By stating a set of goals for your website you help break your online efforts into manageable and logical chunks. Goals give you something to work toward while also translating your larger vision into manageable segments.
Goals also help keep you and your team accountable. When the website goals are shared across the business then it is easier to achieve commitment and shared direction.
So as you can see goals do serve a purpose. They provide direction, a way to measure success while also generating motivation. In our next article we’ll look at some examples of website goals and how these translate to specific web strategies.