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Janet Barclay Web Design with a Personal Touch

Maximize Marketing News - July 2018

Since establishing my Web Design Process, a few people have been caught off guard when I asked about their goals for their website. I've even had to turn away clients who didn't understand the importance of this question.
In this month's feature article, I explain why you need to create goals for your website, describe some sample SMART goals, and share examples of client sites developed to help them achieve their business objectives.

Drop me a line and let me know what topics you'd like me to write about in the future. I'd love to hear from you!

Janet Barclay
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Photo by 15299 / Pixabay.

Set SMART Goals for Your Website

When prospective clients contact me to discuss a website revamp or a totally new website, I always ask what they’re trying to achieve.

Sometimes they tell me about a certain look that they’re going for, or a cool feature they’ve seen on another site. That type of information is useful, but design and features aren’t achievements in and of themselves.

In other words, “I need my site to be mobile-responsive” is not a goal.

“I need my site to be responsive so more people can discover it on their mobile devices” is a goal, because it puts the focus on the end result.

Whether you’re investing time to create your own site, or money for a professional design, you want to be sure you’re going to get a good return on your investment (ROI), and you can’t do that unless you set goals that are Specific, Measurable, Achievable, Relevant and Time-bound – often referred to as SMART goals.

“I need my site to be responsive so I can double my traffic by the end of the year” is a SMART goal because it meets all of these criteria.

What’s your website main purpose?

Your website has a lot of jobs to do, which may include any or all of the following:
  • Attract new traffic
  • Grow your mailing list
  • Educate and inform your market
  • Sell your products and programs
  • Show off your expertise
  • Provide background information for potential partners and the press
But you can only have one main goal. This is the primary task you want your website to perform, and it will determine the traffic flow to and from every page on your site.

For most of us, the primary goal of the website is to get clients. How you accomplish this will depend on the marketing strategy that works best for you, but the first thing you want people to see and do on your website must be obvious. Here are some examples.
  1. If you have a good selection of products or programs to choose from, you’ll want your website visitors to go ahead and make a purchase. Be sure they know right away that you have something to sell by using attention-grabbing graphics and clear calls to action. You’d be surprised how many people miss this simple piece of the puzzle!

    The home page for Career Professionals of Canada's e-learning site is a prime example:

Throughout the project, Janet worked quickly and effectively, identifying and implementing innovative solutions to address our unique business needs. As always, her understanding and ability to select the right tools enabled us to achieve all our development objectives – and more. 

Sharon Graham, Career Professionals of Canada
  1. If you have a knack for closing sales, you’ll want potential clients to schedule an initial consultation or assessment. Make sure that option is prominent, or at least easy to find, as shown here:
  1. If you have a sales funnel that’s performing well, entice people to join your mailing list with an eye-catching opt-in form and a killer offer.

    Here's one that's hard to miss:

The following are all examples of SMART website goals:
  • 20% increase in sales in 6 months
  • 30% increase in membership this year
  • reduce admin costs by 15% in 3 months
With this in mind, consider the top business needs that your website can fulfill.

Benefits of Goal Setting

Setting SMART goals doesn’t just provide a framework for evaluating the success of your website. It gives you a foundation that will help you, your web designer, your copywriter, and anyone else involved in the project, to stay on the same page and keep moving in the same direction. 
I'm a Web Designer and Certified Digital Business Consultant who loves helping others succeed by sharing the knowledge and insight I've gained through marketing my own business for over 15 years. When I'm away from my desk, I enjoy reading, photography, watching movies, and cooking.

If this newsletter would be helpful to someone you know, be sure to pass it on!

Copyright © 2018 Janet Barclay, All rights reserved.

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