What are the goals of a website?

What is the purpose of goal setting?

As with any project, we need a plan, targets and solutions to achieve a desired level of success. The Internet is no exception, particularly when it comes to developing an online presence. While owning your own website is essential for any business or company today, it is important to determine what you want to achieve so you can evaluate the success of the project and adapt the solutions if necessary.

Before starting your project, you need to ask yourself a simple question: what do I need?

This is also a good question to ask if you already own a website, but you are not entirely happy with it, or if you think it could be improved! It is never too late to get things back on track and turn your website into a major asset for your business.

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These goals at the heart of a marketing plan

The creation or redesign of a website can be part of a general marketing plan for your business. This includes all the strategies and actions to be taken in order to achieve your commercial goals like market analysis, strategic marketing goals, methodology, budget, performance indicators and a schedule.

A marketing plan will not just focus on your website, but as digital technology has become a major part of how we communicate and sell today, you can be sure that it will benefit you. Combined with social media, a well-optimized website is a great way to reach your audience and achieve your digital marketing goals.

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SMART goals are your best friends

Defining goals may not be as simple as it seems. For example, stating that you want 'more visitors' on your website is not sufficient, because the objective is too vague to be measured effectively. On the other hand, 'reaching at least 500 visits, per month and over a period of 6 months' is what we call a SMART goal.

SMART goals are very useful for setting effective, relevant and achievable goals. They can be seen in most marketing plans and can be broken down as follows:

• Specific: the goal must be specific and clearly defined to be easily understood by everyone.
• Measurable: the goal must be quantifiable so that progress can be tracked and its success evaluated.
• Achievable: the goal must be realistic and achievable with the resources available.
• Relevant: the goal must be part of a coherent business strategy.
• Temporal: the goal must be associated with a deadline or a time frame.

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The most frequent goals

Promote your business

One of the first reasons to get a website is to promote your business. It is a good way to be present on the web besides social media, and you can be assured that your competitors are already there!

A company that does not own a website can no longer operate in today's world. To find you, a potential customer will first search on the Internet. And if they have heard about you from a recommendation, one of their first actions will probably be to visit your website to check out your brand, your products or services, and even your work ethics and reputation.

How do you get there?

Simply by designing a site with well-structured content and enough information to tell the story of who you are, what you sell, and to whom you sell it. As a general rule, we recommend that you include at least the following items in your site:

• A clean and well-designed home page that helps users understand your site and the business it represents, with easy-to-access contact information;
• An 'About us' page providing more details about the company (background, staff, values, etc.);
• One or more presentation pages featuring marketed services or products;
• A contact page with contact details and a contact form.

Naturally, for an e-commerce site, your focus will be on selling products. Still, don't forget to provide enough information about yourself and your brand to build trust!

Attract new customers

If your business consists of selling products or services, it is obvious that you need to attract new customers. And even with a simple presentation site, it is possible to develop and grow your client base without selling directly online. A trusted, effective and attractive site will convince your prospects and give you the best chance of converting them into new customers.

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How do you get there?

Acquiring new customers is an objective that will rely on diverse and different solutions to succeed. We thus most often find:

• The launch of an SEO campaign, which improves your chances of attracting new customers by making you more present in the results pages of search engines such as Google;
• Online advertising, such as SEA campaigns on Google or social media advertising;
• A successful community management strategy on social media, with or without the use of influencers;
• Using inbound marketing to attract your future customers with relevant and engaging content, and converting them through personalized sales approaches in the case of e-commerce.

Selling products or services

The future of e-commerce is very bright, and often referred to as the best way to make money today. So if you own a business, a retail store or even if what you have is only a simple project, we advise you to create your e-commerce store!

Tracking the performance of your e-commerce is also made easier by a range of tools that let you keep track of your KPIs (Key Performance Indicators), such as the number of visitors, the conversion rate, the ROI (Return on Investment) or the average cart balance.

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How do you achieve this goal?

To efficiently sell products or services online, a proper e-commerce strategy must be implemented. It involves:

• The creation of an e-shop adapted to the number of products, as lightweight, attractive and simple as possible. It must also be adapted to your brand and be easy for you to use;
• A simple and effective home page, featuring the new products, your best sellers and your special offers;
• An optimized checkout process to help your customers complete their shopping as quickly and efficiently as possible;
• Addressing user experience, bugs and errors to keep users on your site as long as possible;
• Retaining customers through efficient email campaigns, compelling offers, and personalized rewards.

Gain visibility

Beyond simply existing online, a website can be a real stepping stone to fame and popularity on the Internet, especially through SEO or social media. There is indeed no point in having the most beautiful website if no one can see it!

Visibility brings traffic to your site, and if it fulfills its promises to users and perfectly meets their expectations, you have a good chance of attracting new customers.

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How do you achieve this goal?

A strong communication strategy can help you get the popularity you deserve:

• An appropriate and effective use of social media combined with a solid community management strategy;
• A thorough and lasting SEO campaign to improve the positioning of your site on the results pages of search engines such as Google to increase your reach;
• Setting up a blog on your site can go a long way toward gaining authority in your field, but only if you publish on a regular basis;
• Working on your communication overall by participating in or organizing events that your share on your site and social media.

If you want to use our services for create the website who will have every chance of making your business reach the stars, contact us and we will be happy to assist you.