Why SMART goals make your website better

ever wondered why some business websites just get it right?  Its not a just luck (well sometimes maybe) its about setting concrete goals that meet both customer and your business needs.

We have goals already

Wanting a “great website” that gives customers a “good experience” is not a goal, why, I hear you ask..

its because its not measurable.

Its aspirational yes and probably an over arching goal but it does little to help create an online experience that will actually work for both you and your customers. This is why we avoid “big picture hi fives” and drill deeper using SMART goals.

So, what is a SMART goal?

  • SMART goals are Specific, Measurable, Attainable, Realistic, Time-based.
  • Solid examples of SMART web goals include:
  • Increase customer contact by 30% in next quarter
  • Increase sales of our niche service online by 20% over the next month.
  • Increase awareness of Y product encouraging 30% more in-store purchases over the next quarter.
  • Add 500 new subscribers to the newsletter over next six months.
  • Connect with 10 people per week on Facebook.

Identifying what you want to accomplish from a strategic business standpoint, and creating a plan on how to achieve it in an accountable manner, is the difference between success and failure.

Specific Goals

Its all about being specific and clear about what it is we are wanting to achieve.  By stating exactly what a particular customer needs to accomplish, we can focus on achieving these goals first and foremost.

Measurable goals

Goals must also be trackable. For example we can use analytics to track your customers behaviour on your website,  allowing us to determine how users are engaging with your content. We can monitor the number of page views or track were a customers enters and ultimately leaves your site. We can see how many extra likes your getting or how many sign ups are occurring compared to last week.

Actionable / attainable goals

Because the goals are specific, we can create the right solutions to achieve these goals.  There’s no point in setting an unattainable goal as that sets you up to fail. Maybe seemly unattainable goals can be broken up into smaller more attainable chunks.

Relevant goals

Keep your goals relevant and appropriate.  Always keep in mind that goals will change from one section of your site to another Ie a niche service page will have different goals to say the home page.

Time-based goals

For a goal to work, it should have time limits.

So how do I set SMART website goals?

Let’s use a niche service page on a business website to illustrate.

A service overview page or “showroom” allows potential customers to learn more about a specific service that you provide. It typically includes an overview of what you provide, how you provide it and a call to action to encourage the customer to contact you.

The showrooms SMART goals are therefore:

  • The main goal of the user is to – educate the customer on what you provide as part of this niche service, how it will be delivered and how they can action it.
  • The secondary goal of the user is to – easily contact the dedicated team members associated with that service.
  • The main goal of the business is to – encourage the user to utilise your niche service thus increasing sales by 25% over the next quarter.
  • The secondary goal of the business is to – encourage cross promotion of products and services / encourage user to sign up to enewsletter / follow on social media thus increasing brand awareness by 30% over next month.

Items required to satisfy these goals for user:

  • Well designed professional design that allows user to feel instantly comfortable.
  • Clear company branding
  • Easy to find links to niche services.
  • Relevant images that allow users to relate to you as a business that understands their specific needs
  • Well thought out written overview of service offering
  • Bullet points that give the user a summary of key benefits of using this service.
  • Obvious contact call to action with staff profile “personalising” the process.
  • Social media links on buttons allowing use to share their experience
  • Simple enewsletter sign up form in sidebar with strong call to action telling user why to sign up.

Need Help?

You have seen how SMART Goals can transform how we approach designing and building a website.  It becomes less of a kit of off the shelf parts and more focused on clear, measurable goals for you and your customers.

If your looking to make the most of your website, give me a call today or book in for one of our discovery sessions so we can help you achieve your SMART goals.

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