When planning a new website, it’s understandable that you might want to jump ahead to the “fun stuff” and brainstorm ideas for advanced features. You might find yourself looking at other websites for ideas about graphics you want to add. But features and graphics should not be your starting point—you should first list your goals and objectives for the site.
Also if you already own a website but feels it is achieving less than your original plan for it – it is time to reset and re-plan your goals and objective for the site.
While increased website sales or traffic may seem to be obvious marketing goals, you’ll quickly find they’re meaningless if you don’t assess the objectives necessary to achieve the results you want.
Many people get disappointed after paying a webmaster to develop a masterpiece website, only for them to realize it is not receiving visits of potential buyers as expected. A website is not a Field of Dreams like in the famous movie: you can’t just “build it and they’ll come.”
A successful site requires an effective, sustained marketing strategy beyond presenting a collection of products, services, images, videos or other files. That means your website design should be focused on specific goals, along with measurable objectives to attain them.
Your marketing goals will differ depending on the nature of the work you do. For example, a primary goal for a business offering professional services to other companies might be to generate more leads. Conversely, an ecommerce site might focus on attractively showcasing new products and selling them online.
Where to Start
Regardless of your business, start by listing specific website goals and corresponding tasks that fit your overall marketing strategy and capabilities. Examples might include:
Goal: Whether your online goal is to Increase sales or become an authoritative resource or improve interaction with existing and potential customers or just to build your brand, you need to set appropriate, relevant and realistic objectives and tasks.
Common Tasks that help your business succeed online are listed below:
- Redesigning your website to be user friendly.
In other to achieve this objective, you may need to contact your webmaster. It could be the original designer of your website or you could hire a new firm to do the redesign or adjustment.
You will discuss the following with them:
- What do you like about your current website? These features should be retained.
- What don’t you like about your current website? These features should be removed.
- New features or design style you will like to be implemented.
- Your target customers or clients should be explained to them. This will help the designer to implement customer friendly design features.
For example, if you sell highly technical products to engineers, artsy slide shows or animations are not likely to succeed. The engineer will be more interested in a bullet list of key features, educational content to help solve a problem, downloadable specifications or dimensional drawings, or an easy way to request a quote
- Search engine optimization (SEO)
SEO involves strategies, techniques and tactics to increase the number of visitors to a website by obtaining a high-ranking placement in search results. For example when you visit google and type “Local Airlines in Nigeria” a number of results will come up. Those who come on top have better traffic opportunity than those below. These firms worked on their Search engine optimization(SEO) to get to that point.
Getting on front pages of the search engines like google requires some serious work to be done and requires constant maintenance. The SEO is something complex, which involves many different methods. We combine all of them in our complete SEO Solution for any kind of business. You just set and forget! We will do everything for you, bring traffic and new customers! You should also note that, it takes from 3 to 5 months to get good result on SEO, (depending on your niche and competition). The complete SEO Solution price is per month. At the beginning of the campaign, we will perform special long-tail keywords research which will provide you much better results and will pass much more traffic and profits to your site For further info on this send a mail to info@nihtem.
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- Social media marketing. This involved putting your business favorably in front of social media users with the objective of driving more sellable traffic to your website.
- Online advertisements on websites and social media. Advertisements on Facebook, Twitter etc and targeted traffic websites or blogs.
- Good customer support. In other to realize this objective, you might want to work with your webmaster especially during the designing or redesigning stage to implement customer support functionalities like online chat, feedback form etc on your website. But also make sure you have staff who are less busy to attend to customers on online chat.
- Providing quality content on your website. You need to be sure that you have quality and enough contents on your website.
You might want your webmaster to create an article posting section or blog on your website. However if your website was not built initially with this in mind, it could mean a lot of work for the webmaster which could mean you paying a little bit more.
- E-mail marketing lists. Using services like mailchimp, your web master can implement email marketing services on your website.
The tasks/objectives shown above are examples of the popular ones; you could write completely different objectives to achieve the same goals.
The Overlooked Goal
In developing your website goals, it’s vital to consider your ideal visitor. Clients often fall back on “our buyers are diverse,” but a website aimed at everyone may attract no one.
Your content needs to instantly appeal to your ideal visitors, convince them you are worthy of their time, and make it easy for them to take the next step.
For example, if you sell highly technical products to engineers, artsy slide shows or animations are not likely to succeed. The engineer will be more interested a bullet list of key features, educational content to help solve a problem, downloadable specifications or dimensional drawings, or an easy way to request a quote.
Your list of goals and objectives also need to match your organization’s capabilities. It’s easy to say “we need to be on Instagram,” but do you have the resources and staff to spend several hours a week on a creative, sustained social media campaign that engages followers?
If the answer is no, consider other options such as an opt-in email news list, a series white papers, a regular newsletter, or similar that better suit your ability to produce compelling content.
Part of your planning should consider how to measure the success of your new website. Converting a first-time visitor into a customer is rare. You’ll need to establish a few objectives to measure whether or not your new strategies are successful, and start adjusting if they fall short.
You should benchmark where you’re starting from. Then, once you implement your new site, measure the changes. We can provide a traffic statistic program to measure the number of visits to your website.
An attractive website is not enough to achieve your marketing goals. While your web designer can help you create a website that works, you need to start by listing the strategic goals and objectives for your site.
By establishing a realistic list of goals and tasks, as well as always keeping your ideal visitor in mind, you’ll greatly increase your chances of online success.