Great business websites are beautiful. They capture the visitor's attention and imagination, effortlessly introducing them to the brand and its benefits.
But the best business websites don't stop there. They are more than just a piece of artwork showcased online. Behind the beautiful facade, they are built to perform and drive customers and revenue. They have mechanisms in place that track performance, and processes that optimise sections of the website to maximise that performance.
And they accomplish all of that through clear website goals. Keep reading for an explanation of why you should always set goals for your business website, how your website goals can be measured, and which goals you should track.
Why Website Goals Matter
Above all, your website's goals give it direction in the design and development process. If you know what you're trying to achieve (in most cases, growing your business and increasing revenue), you can more easily develop a website that aligns with these goals.
Of course, goals also matter after the initial website development. They allow you to keep your website and its content on track and focused, preventing it from drifting into becoming a vanity piece and keeping it a crucial marketing tool instead.
Measuring Your Website Goals
Aligning your website goals with specific metrics helps you determine the impact your website makes on your digital marketing efforts. Developing a new website is a significant expense. Without set goals and measurable objectives, you will never know whether you receive positive ROI on the process, or whether the result is simply a beautiful piece of art floating on the internet.
In many ways, website goals help you justify developing a new website in the first place. And by tracking your visitors' actions and behaviours on your site, you can determine which of your efforts are successful, and how to optimise those that aren't. If an individual page performs worse than its counterparts, for example, it may be time to revisit that page and adjust the information it displays.
What Goals Should You Track?
The number of objectives you could track on your page is almost infinite. Thanks to modern analytics software, you can keep track of every single one of your visitors' actions. But to keep your efforts streamlined, we suggest focusing on 3 key areas:
- Pure Traffic. Of course, a major goal of your website should be how many people visit it. This allows you to see the online reach of your business presence, while also acting as a foundation of many of the other metrics you might track.
- Visitor Engagement. Of course, pure traffic isn't all that matters. 1 million page visits by an audience that leaves your page immediately without taking action will be less meaningful than 1,000 page visits by an audience that browses your site and clicks through your pages. Metrics to track just how engaged your visitors are include bounce rate (how many of your visitors leave after viewing only one page), and time on page.
- Conversions. This form of engagement is so meaningful, it deserves its own section. A conversion refers to an action your audience takes that 'converts' them into something more than a visitor. In most cases, this means they fill out a contact form to become a lead and enter your database. Conversions let you know exactly how many visitors are truly interested in your business, while also giving you the opportunity for more targeted marketing efforts.
How to Track Your Objectives
Knowing whether your website stays on track to fulfil its overarching goal depends largely on tracking just how your visitors behave, which you can understand through the above-mentioned objectives. Tracking them may seem daunting, but fortunately, software like Google Analytics can play a crucial part in the measurement.
And if you do need any help with your website goals or objectives, contact us! We'd love to have that conversation and to help you maximise the success of your business website.
Contact us today to start helping your business succeed in the digital realm.