Given that we get the chance to work on business websites and Internet marketing plans every day, we probably have a different perspective than most business owners and executives. Maybe that’s why we have noticed that a lot of business website plans are missing one important ingredient: a set of goals.
Naturally, organizations have an idea of why they are undertaking the detailed process of business web design and branding, but we find that many haven’t taken the time to write or express their targets explicitly. In our opinion, that’s a big mistake. Not only should your business web design and Internet marketing targets be clear, but they should come down to two different factors:
What results are you hoping to generate?
It could be that you’re looking to generate more leads, bring in donations, increase online sales, or meets some other short- or long-term goal.
How will you measure those results?
Results might be measured in terms of new revenue, accounts opened, phone calls generated, or any other metric that you prefer (and that makes sense in your business).
It’s also important to note that these goals might change for different parts of your site. In fact, you might have several overlapping goals, or one or two major ones and a bunch of minor targets. Those are all good ideas, so long as you know what you’re trying to achieve.