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Set Your Small Business Website Goals

Annmarie Gustafson designing a website on her computer.

It’s January and the tradition is to set New Year’s Resolutions, but I haven’t done that for years now and here’s why you should consider stopping too.

What I encourage you to do instead is to set goals, both for your small business and for yourself. While you should set year-long goals and projections like, income and sales, you also should break down your goals and have specific goals for each quarter.

Setting Website Goals

Now, let’s discuss how this applies to your small business website. One of the first questions I ask my website clients is, “What is your goal for your website?” While it seems like an obvious or simple question, a majority of them actually have a hard time articulating what their website goals are.

The top two answers are usually:

  1. I just want a website, so people can find me online, and I can look like a “legitimate” business.
  2. I just want my website to look better, so I’m not ashamed to show it to people.

Don’t get me wrong, those are certainly starting points and valid goals, but a website goal needs to go much deeper than that if you want it to do the hard work of marketing for you 24/7.

A Website is NOT Just About Looking Good

Sure, that’s a crucial part to a website that engages your potential customers, but if it doesn’t function properly, it doesn’t matter how good it looks.

What does “Function Properly” Mean?

There are some obvious answers here. For example, it loads properly across multiple devices, the links and buttons all work, and people can add things to the cart and check out (if that’s an option on your site). But you must look at your website with your business goals in mind too.

The first step of designing a website, is setting goals for it. Part of that includes knowing your target market and appealing to them. Another part is knowing what you want your website to do and say once those eyes land on it.

Imagine someone that had never heard of your small business before landed on your website. What impression would they get? Is your messaging clear: can they quickly decipher what you offer and what you’re about? Does your website start them a journey to purchase or work with you?

Without you having to explain it, does it identify your business and who you serve, how you help them overcome a pain point or fulfill a certain possibility?

Every business is different, and therefore will have different goals for their website. A service provider may want a lead to book a discovery call while a product-based business may want a lead to turn into a customer by purchasing a product. But you must determine how you want visitors to your site to act, in order to design a website that facilitates that behavior.

Examples of Website Goals

If you’re looking for some more examples of website goals, check out this article from Intechnic.com: Best Examples of Website Goals and Objectives where they break down some specific SMART goals that may apply to your small business website.

Assessing Your Success

It’s not enough just to set your website goals, of course. If you don’t take the time to assess your website’s performance against the goals you’ve set, you’re skipping a critical step.

I highly recommend, that you look over your site as a first-time visitor, but as someone who is too close to the business, and without a true fresh set of eyes, it’s easy to miss even some obvious things. You may think your messaging is clear, as it makes complete sense to you, but what about someone unfamiliar with your business?

Again, it’s important to make sure your website is functioning properly across multiple devices. What does that entail? Is your website mobile-responsive? How does it work on a large desktop, vs a small laptop, vs a phone, or a tablet?

It’s important to keep in mind your customers and where they are viewing your site. You can look up your exact analytics if you’re tracking with Google Analytics (and you SHOULD be), but on average, 50% or more of your website views will come from a phone. It’s critical to optimize your website so that users get an optimal experience, no matter their device.

This doesn’t have to be overwhelming and you don’t have to go out and beg, borrow, and steal all the devices you can get your hands on to see for yourself.

With all of these things in mind, I’ve developed a custom Website Audit, specifically to help small business owners, like you and me, answer these questions. A two part process, the first part includes a video review of your website and it’s functionality. The second part is a signature checklist I designed to make sure you’re hitting your goals and give you notes and suggested improvements.

Website Audit - Is your website making the right impression on your customers? - typing on a laptop with coffee and notebook nearby.

Is your website meeting your goals? Make sure your website is making the right impression on your customers. Sign up for a Website Audit now.

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