Without Concrete, Measurable Website Goals, Your Site is Nothing More Than a Brochure Sitting Online. 

website goals 2

In the early days of the internet, brochure sites were all a business needed to succeed. You put up a cheap site with Home, About Us, and Contact pages. If you were really cutting edge, a page that allowed users to purchased directly from your site.

The build it and they will come days are long dead. It’s now a must that your company’s site delivers value and information to your potential customers. This means that your site has to actually have an objective. And, that objective (or objectives) must be met if you are to sell products, generate leads, build credibility, or sell services online.

SMART Goals - specific, measurable, attainable, relevant, time based.

SMART Goals – specific, measurable, attainable, relevant, time based.

A Site With No Website Goals is a Site That Sucks

When someone wants to lose weight, they go on a diet. Most people make vague proclamations like “I want to lose weight,” “I want to get healthy,” or “I want to tone up.”

Then they proceed to fail.

How do you measure these website goals?

If you have a lot of weight to lose, you’re in it for the long haul….and you can lose steam along the way unless you have specific, measurable goals to shoot for.

The same goes for your website. Why do you have one? Why did you invest a good chunk of cash in building a site?

  • Because everyone told you that you should have one?
  • Because you want to show off your work (before and after pictures and videos, etc)
  • Are you simply listing your services?
  • Are you looking for more leads?

There is no wrong answer. And, in most cases, you’ll have multiple objectives. Though, one will always be dominant. For most businesses, that is generating leads or sales.

Choose the Most Relevant Goals for YOUR Business

You can have more than one goal (which can be placed on other pages on your site), but, there should be a primary goal. As mentioned above, that is usually to increase leads or sales.

Ideally, you want to bring people to your site from Google with a combination of organic (free) and Pay Per Click (paid ads) traffic. Once a customer lands on your site, you need to make sure it is set up to achieve the goal of turning them into a lead and getting them ready to be sold.

How To Map Out Your Website Goals

How To Map Out Your Website Goals

Accomplish this with high quality content that shows them what you do, how you do it, proof that you’ve done it successfully, and why they should choose you for the task.

  • From there, you can add your secondary goals. For example, if you want to give yoru scuomers visual proof that your service or product is the best, you’ll want a great portfolio page where you show off your best before and after work.
  • You will also want to build your credibility (review videos and testimonials), places you have been featured (newspapers, TV, magazines, trade papers, etc), and good reviews you’ve gotten from sites like Yelp or Angie’s List.
Build a Website Funnel to allow you to achieve your goals.

Build a Website Funnel to allow you to achieve your goals.

This can be spread out over a Reviews Page, your Blog and throughout your site. When you have multiple objectives, it is best to give each a specific page or blog post. A common mistake is to attempt to stuff multiple goals into a site’s Homepage. This is a hold-over from the days where users actually typed in a URL to reach a website. Now, they’re much more likely to find you through search, and will land on various pages on your site. Your Homepage can house your main objective, but give secondary and tertiary goals their own page. This will make your site user-friendly, and Google will reward you with higher page rankings.

content marketing

With the whirlwind of changes at Google, many businesses are confused about how to boost their site’s rankings without being penalized. Yes, Google has changed its algorithm (scoring system for how it ranks websites in their search results). But, the truth is that Google is always changing its scoring system. We only hear about the major updates. No matter what changes Google implements, one thing it has never, and probably will never, tolerate is using spammy, paid backlinks to boost a site’s rankings. This is actually good news for most businesses. If you play by the rules, you’ll dominate your competition.

We want to lay out our recommendations on how to use backlinks to boost your business through dominating the SERPs and driving organic traffic to your website.

Example of strong incoming backlinks

Example of strong incoming backlinks

The Truth About Backlinks

In the old days, simply purchasing large batches of back links and pointing them to your site’s home page would get you ranked on page one quickly.

Google caught up with the schemes and began penalizing those companies that attempted to game the system.

Unfortunately, most SEO firms threw the baby out with the bathwater. They railed against all back-linking strategies, fearful that they’d be on the business-end of a Google-slap.


Bad Back Links Are Spam

If you can buy several thousand links for a few dollars, you can be sure that they’re coming from spam sites. Utilizing these links will give your company a momentary boost in the search rankings.

However, Google will catch up and penalize your site.


Should You Avoid Back Links for Your Business Site?

No. You just have to get the right kind of links. The good news is that if you back link properly, your site will rank high and stay high, dominating your market.

The bad news is that this process is time-consuming, and will require a real effort in content marketing. Quality back linking involves writing articles, making videos, sharing content to social media, cooperating with other businesses through guest postings, and overall, building a ton of content that is interesting and useful to your customers.

  • It is difficult, time consuming and requires a specific skill set to do so. Therefore, most of the fly-by-night SEO firms want nothing to do with it.
  • However, content marketing, and back-links generated from quality content will boost your search rankings, and help convert traffic into leads.


Remember that SEO needs to be one part of an overall content strategy and that joining your social and SEO/ SEM teams under your content team, will allow for you to find efficiencies and lower CAC and CPL in your business. We frequently see paid cost drop, while organic growth occurs which is ideal for any start-up or emerging business.

How Content can be the tip of your spear, with the other points being social and SEO

How Content can be the tip of your spear, with the other points being social and SEO


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