“Begin with the end in mind.” – Stephen Covey
It sounds simple, and it is. If something is going to require any of your time or money, you’ve gotta get clear on why you’re doing it.
Launching a website is no exception. People launch websites for all sorts of reasons. After helping people launch nearly one thousand sites, I’ve heard many of them. The greatest point of failure on most projects is getting started with the wrong goals, or worse, no goals at all.
If you don’t have one single clear goal for your website, the project is likely to lead to disappointment.
“But can’t a website accomplish more than one goal?”
Yes, it can and it should. But if you don’t prioritize your goals, it’s easy to put the emphasis on the wrong things.
Here are some common goals I hear that aren’t bad, but they can lead to disappointment if you put them first:
Each of these are means to an end, not the end. You should expect that your next site looks great and performs well in search engines. But that’s not the stuff that will move the needle by itself.
I’ve boiled it down to six goals worth pursuing with your website. I suggest picking just ONE of these:
So you’ve learned about six goals worth pursuing on your website. Now here’s the challenge. Pick one. Pick only one. Your event registration website might be selling tickets online and also capturing leads for future prospects. However, it’s up to you to decide on one of these six goals where it fits best.
If you have a mix of products and services that fit in different categories, you still need to pick one that matters most. Think about which goal will serve your business the best and then let it shape your content, your design, your calls to action, and your overall strategy.
If you can’t decide, and have a couple different goals for different products or services, you might need to consider creating more than one website. The key is to pick a goal, and then let that goal drive every decision you make.
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