Planning for a website is just as essential as planning for any business function. Understanding goals can help define requirements and set expectations. We can credit Winston Churchill’s famous quote “He who fails to plan is planning to fail” to web design. Implying missing a critical element in planning for a website can pre-empt difficulty or failure.

The web team can help you define the purpose of your website as well as set goals for success.

One purpose

Websites should have one clear overarching vision. This helps guide decisions. Projects may get stuck on the finer details overshadowing the ultimate purpose. Purpose defines an endpoint and keeps the project on track with the purpose front of mind.

Examples:

  • Generate leads and sales
  • Build brand loyalty
  • Automate tasks and reduce costs
  • Increase return on investment
  • Improve communication
  • Develop brand awareness

Defining objectives

We create one purpose for the website, but within this a set of objectives to provide micro goals as a measure, and contributor of success.

We design websites to inform, engage and educate. And while it may not be clear, websites are also created with many objectives, often called conversions. A conversion is determined when a user completes a desirable action.

This includes:

  • sign up to a newsletter (subscriber)
  • buy a product or service (customer)
  • donate money to a cause (donors)
  • sign a petition (petitioner)
  • sign up to social channel (follower)
  • book an appointment (client)

Defining SMART goals

SMART is an acronym for ‘specific’, ‘measurable’, ‘attainable’, ‘realistic’ and ‘time-based’ that defines 5 vital features of a goal.

Following the SMART method, goals help define what success looks like. Statements define what is possible, providing realistic and attainable objectives for your website. Remember every goal should touch on each element.

Specific

Your objectives must be clear. Goals define and detail exactly what success means. At the end of a goal period, a basic yes or no answer should be possible.

Measurable

Goals should be easy to test, define and measure. This removes doubt in achieving set goals. Consider providing a percentage which is measured against a reference point.

Think about the goal “this website will increase awareness” how can we measure this? Alternatively, a goal such as “increase website visits by 10% over the next six months” provides detail and an endpoint.

Attainable/ actionable

It’s best to create achievable goals. Aim for an increment rather than absolute improvement this provides a realistic target. It may be difficult to set goals for a new website. Use the information available to your organisation to set well defined goals. Additionally, you must factor the resources you have available. You can’t achieve the efforts of a marketing agency if you are a team of one.

Realistic

A goal must align with overall business objectives. Websites are just one part of your organisation’s strategic elements. Websites assist in communication but don’t define business objectives. An organisation’s strategic direction sets the gameplan, websites define how you’re going to achieve this.

Time-based

A goal is not a goal without a time frame. A time frame is important to measure success over a reference period. This provides a period where you can expect a benefit. You may see a change immediately, but a time frame defines when you can reassess.

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