Do you know why you have a website? If you’re answer is ‘because I’m supposed to’ then I’d tell you that you don’t.
Your website should have specific, measurable goals. It might be an obvious goal like to sell products. But you can’t stop there because that is not a well defined goal. What is a well defined goal?
Website goals should be S.M.A.R.T. goals
- Specific – target a specific area for improvement.
- Measurable – quantify or at least suggest an indicator of progress.
- Assignable – specify who will do it.
- Realistic – state what results can realistically be achieved, given available resources.
- Time-related – specify when the result(s) can be achieved.
[From WikiPedia, https://en.wikipedia.org/wiki/SMART_criteria]
In simple terms, your goal must be something you can one day say you have accomplished. If it does not meet this criteria, you can never say you met your goal. In the example above of ‘to sell products’, if I sell one item from my website and it takes me 14 months, have I achieved my goal? I think you’d agree, no.
A better goal would be to increase sales from my website by 25% over the next 6 months versus the same 6 month time frame from the previous year. Tom will be in charge of this goal and will be given a budget of $5,000.
Now that can be measured and we will know who to ask to get an answer. After 6 months, Tom will be able to report back on what the sales increase was and we’ll know if we met the goal or not.
The same logic can be applied to any goal. You can create a goal to increase the number of re-seller accounts, the conversion rate of your PPC (pay per click) ads or your average order value.
Ben Franklin was quoted as saying “He who fails to plan is planning to fail”. Where do you stand? Have you made a plan? Does you plan have goals?
Goals Will Save You Time
Planning and creating S.M.A.R.T. goals does take time. Failure takes time too. I think you’ll find that many decisions are made much easier when you do have a plan. I know this is true for me. You’ll know quickly if a new idea, suggestion or product fits you plan and will get you to your goal faster.
If you need help with your website goals, we can help. We can help by giving you the tools to measure your progress against your goals. Contact Us to find out more.