How can I clarify the goals of my website?

A website is not just a design or a content management system. It's a tool that has a clear purpose to help your business grow, communicate with your customers, generate leads or sales. But for a website to work as a strategic tool, it needs a clear set of website objectives. In this article, I'll help you understand how to do this step by step.

Why is it important to clearly define the objectives of the website?

Possible objectives for the website:

• Attracting new customers
• Selling products or services
• Encourage registrations or consultations
• Creating an expert image
• Inform or educate

All these objectives must be in line with your for business purposes, because only then will the website work as a long-term investment and not just a design project.

Prioritisation of objectives, what is most important now?

Your business may have several goals, but the website should not try to achieve them all at once. Rather, choose 1-2 key priorities, which the website needs to help achieve at this stage.

For example:

• If you're a new business, your goal might be Visibility and Trust.
• If you have regular traffic, it's worth focusing on conversions via e-sales.
• If you want to expand into new markets, catchy content via local SEO can become a priority.

See also: Local SEO: how to be visible in your city

Consumer travel, how to balance it with business purposes?

For example:

• Is it clear on the home page what you are offering?
• Is the CTA (call to action) clear and visible?
• Does the content answer the visitor's questions?

Each page should have its own purpose to inform, persuade or encourage action.

Website objectives for different business models

The objectives of a website can vary greatly depending on your business model. It is therefore very important that the objectives are tailored to your specific situation, so that both the structure and the content are more targeted.

• Service providers are usually aimed at generating enquiries, inspiring customer confidence and demonstrating their expertise. Clear CTA buttons, service descriptions and customer testimonials are important.
• Blogs or educational websites often focus on building authority and increasing traffic. In this case, regular quality content, SEO optimisation and an email subscription form are required.
• Portfolio sites (e.g. photographers, designers) should showcase the work you have done, reinforce your image and help the visitor believe in your expertise.
• E-shops is a completely different area, where the focus is on sales, from product presentation to the simple buying process and conversion optimisation.

Once you know what the main purpose of your website is, you can plan both the design and the information accordingly.

How to measure the achievement of objectives?

It is not enough to define the objective, so it is important to measure results:

• Do visitors press the CTA buttons?
• Do they fill in the contact form?
• What traffic is coming from Google?

No goal, no result

A website without a purpose is a waste of budget. But a well-defined setting website objectives helps you not only create an effective website, but also tailor it to your business. Make sure the structure and content of your website fits with what you expect from it and what your customers expect from it.

If you don't know where to start, then I invite you to get in touch and I'll help you clarify the direction of your website.