Planning Your Website: Setting Goals


A professional website is often a crucial factor in the success of your business, and could be one of the most important investments you ever make.

But if you don’t set clear goals, how will you know if your investment in a new website has paid off?

When we’re working with a client to build their website, one of the first steps in our web design process is to sit down and discuss your business goals (not just your website). This discovery session will help us get to know you better, and we’ll work with you to set clear goals for your website project.

What do I want my website to achieve?

This is the most important question of all. The clearer you are on your expectations and goals, the more successful your website will be. For example, some goals for an imaginary Aberdeen based clothing shop could include:

  • Attract new customers: by raising awareness of the shop’s offerings. The success of this goal could be measured through regular customer surveys and web statistics.
  • Increase customer numbers during typically quiet periods: by boosting sales through an email newsletter. This could also highlight Sunday trading hours, special anniversaries and other such occasions. The number of newsletter subscribers could be an indicator of success here.
  • Create a new stream of sales separate to the retail store by using online shopping. The success of this goal could be measured on the basis of sales figures.

Now let’s break down these individual goals and look at how we could achieve them:

New customersOptimize the website for search engines under the keywords “clothes shop aberdeen”. Create a Google My Business listing and a Yelp Page .
Increase customer numbers during quiet periodsIntegrating a newsletter subscription form , and encourage website visitors to sign up. A regular publishing schedule will help yu build a following, and connect with your customers.
Create a new stream of sales separate to the retail storeMake products available to purchase on your website. You should include pictures, product descriptions and indicative delivery costs. You can also ask customers to review your products, building further trust and credibility for first time visitors.
This article is part one in a four part series on planning your new business website. Further articles will be linked here.