How would you define a successful website? 

Maybe you define a successful website by its original and unique design that grabs the users’ attention. Maybe it’s by its clear messaging that carefully showcases in detail a business’ products or services. 

What about being among the top of Google search results – isn’t that a successful website? 

Wait! You can’t forget about high lead generation or conversion rates!

We get it. Planning out a successful website takes time and if you’re investing your time and money into a project that is so crucial to your business’ success, it’s important to get it right.

Success in this case, like beauty, lies in the eyes of the beholder. While it’s always important to start a web or marketing project with clearly defined goals, we need to consider it for both ourselves and the user (your target audience) in mind. 

Setting Website Goals

There is a lot of noise in the world, especially when it comes to digital marketing. If you’re not careful, the pressure to “do all the things” can lead you to chase goals that aren’t your own!

And the next thing you know, you are hundreds or even thousands of dollars into chatbots, content marketing expenses, SEO retainers, and the like wondering what the purpose of all of this is anyway. 

When it comes to digital marketing, a lot of goals can get tangled up in relation to your website, from SEO to lead generation and more. There is a lot of planning that goes into a successful website and it starts with determining what exactly will make your site successful for your unique business.

Step 1: Define Your “Why” & Define Clear Goals

In order to define success for your website, we need to backtrack. 

What is the purpose of your site? Why do you need it? (And let me give you a little hint- the right answer is NEVER “because every business needs a website these days.”)

Is it your goal to use your website as a portfolio of your work? To be a lead generation source? 

Maybe your top concern is ranking higher on Google so you can be found in direct search queries when your audience is looking for your products or services. 

If you already receive a lot of business and are not necessarily looking for your website to bring in more revenue, your main goal might be to make your website a hub of information for your clients to turn to when they have questions about your services.

Narrowing down your “why” is crucial to crafting a successful website. 

As important as your goals are for the site, your website can only generate traffic, leads, and sales when you clearly cater to what your target audience wants as well. So satisfying their needs and delivering them what they want in a clear and easy way also needs to be on your radar. 

NOTE: If your goals and your target audience’s goals do not align, you’ll likely run into issues with the success of your website. 

Step 2: Define “How” You Will Achieve Those Goals

Once your goals are defined, your next step is to map out how you will achieve those goals through your website. 

This step can be a little overwhelming for those who have little background in digital marketing. More often than not, there are many paths we can take to reach the same goal. For that, we can thank society’s capitalist mentality for all of the development and tools the technology industry has to offer to small businesses today. 

And honestly, all of the options can be overwhelming at times. However, have no fear! 

At The Mug, we are problem solvers. From email list building to online booking platforms, we love brainstorming all of the many options and paths that are available to you. 

Overall, we want to achieve a balance of tactical use with a finished product that represents you and your brand well while giving you the results you are looking for. The site should be functional with clear on-brand messaging while hooking and intriguing your audience. 

Ultimately, a website is the digital storefront of your business and in many cases, the first impression you get to make with your ideal client or customer. 

It is the digital representation of you, your business, and all that you offer.

A Website is Responsible For:

• Building trust and connection
• Creating a space to showcase your work 
• Offering useful and relevant information to existing and potential clients/customers
• Developing your brand presence in the digital sphere

A Website Can Help With:

• Capturing and generating leads
• Improving search engine rankings
• Communicating your mission, values, and message
• And much more.

When paired with traditional marketing and advertising, a website can do wonders for your business if that’s your goal. At the end of the day, a website should be the foundation of any digital marketing strategy, no matter what your definition of success might be. 

It all comes down to setting clear objectives with a plan of how you can achieve them. 

After you have completed both of these crucial steps to making a successful website, your next step is to start planning out our content! 

We’ve developed our Website Content Planner to guide and help you do just that.

If you’d like to learn more about how web design and branding can work with your plan to help your business thrive, reach out to us!