Clear Marketing Goals and Effective Website Design
What are your Website’s marketing goals?
So, you want to make a great website? It’s tempting to just focus on the visual appeal of your website. However, the strategy and goals behind your website will make or break whether you have an effective website.
Take a few minutes to watch Episode 3 of Website Wednesday “Marketing Goals” to get more insight into the importance of setting goals in website design.
Having Marketing goals for your Website is one of the five key elements in effective website design. Your website marketing goals will set the direction of your website and ensure the continued success of your business. They are a fundamental part of your website marketing strategy.
The following outlines the factors to consider when setting the marketing goals for your website:
1. What is your Conversion Pathway?
A website has a very clear ultimate objective: to generate business. But how will you generate business on your website? Well, you must create a way to generate leads, called a conversion pathway. This pathway is a series of steps that engages your target audience and asks them to share details about themselves, such as a name and email address. Do you want your visitors to call you? Or fill out a form? It is important to work out your conversion pathway in order to generate business.
It might sound like marketing jargon, but your conversion pathway is critical to the success of your website. So, ask yourself: Is my website designed to support a conversion pathway?
2. Do you have a Plan for Traffic?
There are millions of websites, so how do you get people to find and choose yours? You must research what potential visitors are searching for (keyword/key phrase research) in what geographic areas your service and create content that helps them with these searches. The temptation is to only focus on what products or services you offer and what makes you different, however this may not match what prospects are searching for so you don’t appear in search results.
Once you have this information, you can use these keywords or phrases in your social media, use ads that engage potential customer and/or put in place Search Engine Optimisation (SEO) strategies to make your business more visible so your prospects can find your website. It is essential to have a plan in place to attract traffic to your website. How else can people find you and your business, and become beneficiaries of the value you are providing for your customers!
3. How will you Track Behaviour?
Do your website visitors spend a lot of time on your site? Or do they leave straight away, deterred by your website design? User behaviour can give you an insight into whether your website is effective. Spending the time to analyse this behaviour can help you better understand your customer. Google Analytics is a great tool to help you track behaviour and quantify how your visitors interact with your website, what pages they visit, how much time they spend on your website, and when they get stuck and leave.
Time and money is finite, so tracking behaviour can give you a way to better direct your resources and make your website more effective for your business. It is so important for keeping your customers happy and your prospects engaged.
4. How will you Define your Results?
So, you get amazing data about your customer behaviour in a report each month, but how do you tell what it means? It’s essential you define the results that you want your website to achieve.
Do you want to rank higher in search results? Do you want to become an authoritative educational resource? Or is your goal to sell more products? One way to do this is by making your goals SMART: Specific, Measurable, Achievable, Relevant, and Timely. For example, your goal might be: I want to increase monthly leads on the website by 25% by xx date. The key is to make it SMART for YOUR business. Outlining the expectations for your business will help you make meaningful comparisons across time. To do this, you have to track your business progress against a defined result.
5. Track your Lead Generation?
Lead generation is important in generating income for your business. But with enquiries from your website, over the phone, via SMS, via social media etc it can get hard to keep track. Also, while a prospect may not buy today, they may become a future customer in the future.
So, you need to record all your enquiries and quotes as well as converted customer details. While you can start by entering daily phone calls, website enquiries and emails into an excel spreadsheet, a better way to do this is by using CRM (Customer Relationship Management) software.
You should also make sure all your website enquiries and emails go directly into the CRM. Having a CRM will make it easy to capture and organise contact details and facilitate an ongoing conversation with your prospects. So while you may not convert them immediately, you have the opportunity to market to them and convert them over time into paying customers!
So make sure your Website Strategy stands out from the crowd by setting clear website marketing goals.
A Better Website For Your Business
Need help building a strong website for your business? Catch our Website Wednesdays episodes to learn more about the key elements in effective website design.
Want more? Download a free checklist here.