With the turning of the year, many of us take a moment and pause to determine what we want to make better in the coming year. For many individuals, this is the annual fitness or wellness push. Many businesses have a planning or marketing summit. My challenge to you is to evaluate your website and set some goals on how your website can improve your business in

Goals are crucial.

It is important to make the design of your site to be consistent with your brand. You must have a professional presence online to make sure that your website is a valuable marketing tool and not just a pretty face.
Setting goals can influence the user’s experience on your website and ultimately how you measure the return on your investment. Goals help you focus and get hard work done.

“A difficult time can be more readily endured if we retain the conviction that our existence holds a purpose, a cause to pursue, a person to love, a goal to achieve.” – John Maxwell

Identify your stakeholders and their needs.
Your clients’ goals, your personal goals, and the goals of the X department are often quite different. As I’ve written before, you really need to take a look at the goals of your clients.
Smart designers can develop personas to gain insight into their target audience. Working from a profile for a particular site, visitors can help you understand their wants, needs, and motivations. This, in turn, helps to focus on what you need to deliver on your site. Personas should be created with the use of user research like analytics keywords or by interviewing actual clients.
Here are some examples of questions to ask yourself:

  • Who is our target audience?
  • What is our target market?
  • Why are they coming to our site?
  • What does my visitor hope to achieve from their website visit?
  • What action do I want my visitor to take when visiting our website?
  • What results do I expect from my website that would mean it is a success?
  • How can we measure success?
  • How can our brand be expressed through the website
  • What are my key messages to communicate?

Now I encourage you to look at your current analytics (web stats).
How many visitors are you receiving on a monthly basis?
What percentage of them are converting?
What does conversion mean to you?
Set a goal.

For this year we have had X visitors per month. Y% of them converted from visitor to customer.  For next, we will increase the number visitor by A and increase our conversion rate to B%.  Another goal might be to define a “conversion” and get help to track it.

Keep the goal simple, to communicate and measure. If this makes you uncomfortable, don’t worry. John Maxwell says, “If we are growing we are always going to be outside our comfort zone.”


Now, go after it. ~:-)