Module 1 - Digital Masterclass: Defining Business Goals

What Is Your Site For?

Why do you want a website? ‘Just because’ can’t be an answer here. One of the most important steps of setting up a website is to think about the end goal. If creating a website is a journey, you’re likely to end up going nowhere at all without focusing on the destination. Considering your business goals and objectives will help you make meaningful decisions when it comes to building and running your website. Setting website goals can seem daunting at first but if you start with your company goal, the path becomes clear. From there, you can figure out your marketing goals and more specifically your website goals.

What Are Your Business Goals?

Having a website is a business move. For it to make sense, it needs to be tied into your business objectives. In other words, your website strategy needs to be linked to your overarching business goals.


Defining Your Unique Company Goals

Before jumping right into your website goals, it’s important to consider what your company is trying to achieve. Your company goals are the broad, desired outcomes that you want to accomplish at some point in the future. By definition, company goals are company-specific and mean different things for different businesses.  Some examples of company goals are:

  • to increase revenue.

  • improve customer interaction.

  • become an industry leader.

Whatever your goals are, write them down. Moving forward, every marketing decision, objective and strategy should link back to these goals, including your website goals.

Once you’ve set your overall goal, you can think about your marketing efforts and how they contribute to your overarching goal. Each organization has different needs. You need to brainstorm how you can use marketing to achieve your company’s headline goal. Then, you can set your marketing goals. 


Your marketing goals differ depending on the nature of the work you do, your resources and the maturity of your company. If your business is relatively new, you might want to start by improving brand awareness. If your business is already up and running, you’ll probably want to increase sales or generate more leads. More established businesses might have more specific goals, such as expanding to new markets, reaching to new audience segments or launching new products.


Setting Your Website Goals

Your website is a single channel in a larger marketing ecosystem. To understand how your website fits into your bigger, overarching goal, it is essential to transform your business and marketing goals into web-specific goals. Think of your website goals as a way of reaching your business goals. Website goals are the actions you want users to take on your website before they leave. To set your goals, ask yourself what you would want your users to do on your website to help you achieve your business goals. For example, if you want to improve your brand awareness, your website goal could be to improve engagement with brand content. If you want to generate more leads, your  website goal could be to increase contact form submissions.


While only you can determine the appropriate goals for your website, keep in mind that your goals need to be SMART (Specific, Measurable, Attainable, Relevant, and Timely).



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