Importance of Setting Web Site Goals

I am preparing for a consulting project, so just a quick post this week. The project is to help a client develop a strategic plan for their web site.

As I am developing the plan outline for them, what I am reminded of is the importance of setting web site goals. To a degree it is strategic planning 101, but good goals really set the foundation and direction for what needs to happen. Without them, your site may not have the focus it needs to have and won't give you the ROI you want.

There are two sets of goals you want to consider: 1) goals that you have as an organization and 2) those that your members have. Your organizational goals define why you have a site and what you get want to get out it. For example, your goals could be business growth, member education or brand positioning.

The members' goals are why they come (or want to come) to your site and what they want out of it. The members' goals could be to conduct a transaction, sign up for a service or to get support. It is important to include member goals in your planning, because if it is all about you, your members' web site experience will not be satisfying to them and can negatively impact their usage of your site.

The balance of these two sets of goals should drive nearly everything for your site. They should determine what goes into your navigation and how it is organized. The goals can influence how your site is designed—task optimized v. marketing oriented. They also should determine what content and features your site should include.

That is it for now, but over my next few blog posts look for more information on web site planning.