Set Goals For Your Web Site

By Mike Maddaloni on Thursday, September 30, 2010 at 04:00 AM with 0 comments

Editor’s Note – This post is in follow-up and support of The State of Your Web Site, a checklist from Dunkirk Systems, LLC which helps guide Web site owners to objectivity on the current state of their Web site. You can download a free, no obligation PDF copy at

Do you have goals for your Web site? Did you ever think of setting goals for your Web site?! As a Web site is a living, breathing 24/7 representative of your business, you should have goals – even just one goal – set in writing for your Web site. This fact is why it is near the top of the list on The State of Your Web Site checklist.

Yes, “goal” is a 4-letter word. Whenever people talk about goals, they often cringes or get defensive or have some adverse reaction to it. Even if they have goals for their life or their business in general, when it comes to their Web site, they will wonder why they are needed. With the expense and exposure that comes with a Web site, there is the reason right there to do so.

Where To Start

What your goals should be depend on your business and the Web site itself. If you have a store but do not sell products and services online, your goals would be much different from someone selling online with an eCommerce Web site. A “brochure” Web site is also much different than one with an extensive support forum.

Like anything in business, start someplace with goals, and review and refine as necessary. Write down statements such as “drive more traffic into my store” and “10% of overall sales made online.” Then you will want to ensure your Web site has the content or functionality to accommodate these – a printable in-store coupon and an eCommerce are part of this. Then measure – review your Web site analytics and ask new customers who come into your store how they heard about you. This is a simple example, but a point to start from.

If you are still unclear about your Web site’s goals, talk to your Web consultant. At Dunkirk Systems, LLC we work with our clients, both those with established Web sites or new ones, to set such goals, and integrate their measurement into their overall business analytics and review.

Do you have goals for your Web site? How has the goal-setting and review process worked for you? And if you do not have goals, why? Please share your thoughts in the comments for this post.

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