Accomplishing your goals will mean growth and success for your website and your business.
It’s easy to fall into a habit of just “managing” your website. You might add content, upload videos, add blog posts and check the analytics reports every so often. Without specific and time bound goals, it’s difficult to know if what you’re doing is having any effect. Your goals should be specific and measurable, as well as being achievable but not easy to achieve.
What is the purpose of your website?
Before setting any goals you need to work out why your site exists today. What does it do for your visitors? What do you want them to do once they land on your website? What content do you want to prioritise and make sure it’s seen by your visitors?
There are three main purposes of a website which are listed below:
You want your website to inform your audience. You want to educate your audience on why your product is the best one out there. You might want your audience to fill out a contact form, or sign up to your Mailchimp mailing list for future updates.
You want your website to capture leads. You want to gather a list of potential clients that you can sell your product to further down the funnel. You might want your audience to fill out a form, give you a call, sign up for an email list or visit your physical store location.
You want a website which converts leads into customers. You want to sell your product to customers and make money to re-invest into selling more products. If you inform and capture your audience correctly, the conversion stage should be the easiest to complete.
Some ideas to get you started and goals you should aim to fulfil are explained below:
Blogging is a great way of demonstrating that you know what you’re talking about. If you have a catalogue of articles on a certain subject, users will believe that you know what you’re talking about. Even though you may be the smartest person in your field you need to show proof of your knowledge.
Sharing articles on important subjects will attract a regular audience. If a user knows you blog about a certain subject, they will more than likely return to the site to check for updates. Google also values regular blog updates as it shows your site is more active. The more regularly active your blog is the higher your page rank within Google will be, which means you are more likely to appear nearer the top on the Google search results page.
“It’s a marathon, not a sprint” is a great motto for blogging. Regular blogs over a longer period will be much more effective as opposed to many blogs over a few days and then nothing for a couple of weeks. Scheduling articles to 1-2 blogs published per week with a bank of posts ready to go will ensure a constant trickle of articles.
Drive more traffic from your target audience to your website
Not all traffic is good traffic. The higher the reach of your marketing efforts does not always mean the more conversions you should expect. More eyeballs doesn’t always equal more sales. If you spend all your time marketing to a general audience who has no or will have no interest in your product, you’ve just wasted money (unless you’re completing a vanity marketing campaign to attract the big numbers to show your stakeholders).
It’s important to understand the makeup of your target audience and their characteristics. Once you understand that, you need to work out how to reach them. What advertising will be more effective? What will attract more users to your website? What messaging will drive more conversions? All these variables need to be worked out in your advertising strategy. At Fourteen Forty we can help with your advertising strategy from start to finish. Get in touch to find out more.
Setting a goal based on current traffic is a good start. Seeing slow but steady growth with users returning to your website.
Stay active on social media
Social media is a great tool to get your message out there. You can reach a wide audience and it’s free (before you start advertising). More often than not the intention of keeping an active social feed is there but this falls by the wayside once you start to get busy again doing client work. You need to treat yourself like a client. This way you can set aside a certain time each week to plan, implement and review actions on your social media channels. Staying constantly active with a few posts each week will help to create a following and potentially new clients.
If you feel your website isn’t accomplishing these goals or it’s just not working for your business, email me at firstname.lastname@example.org and we can help your website become the best tool for your business.