Lesson Info
2. A Great Website is Goal Oriented
Lessons
Lesson Info
A Great Website is Goal Oriented
So let's start by talking about why your website should be goal oriented. Uh it's not enough to just have a site because everyone else has one or because you've been told you need one. A great website has specific goals, both short and long term. If you're factoring these goals as you create and refine your site, it can help your business now. And of course, in the future as your business grows. So first you need to start by asking yourself what do I want in the website? Right? So like why do I even want this website? What are you trying to do? Like what are your goals? Your site can have all kinds of goals, like make sales to be an obvious choice, Right? But think about the other way a site or the other ways the site can help your business. Um it could build your brain by establishing a look and feel that resonates with your customers that you're trying to reach. It could generate leads by hooking a potential customers attention and prompting them to contact you. It could reengage cus...
tomers, right? The existing customers, reminding them why they bought from me in the first place, offering related products or letting them know you've expanded your product and services. So, it can actually be a great way to attract new employees. Or you might just use a site to assist with customer support when it comes to just things like answering those frequently asked questions to develop useful goals, Put yourself in the shoes of your audience, who is your website for? How do they act think and live? It's relatively easy to define an audience with demographic data? Like age, gender and employment status? But don't stop there, ask yourself what makes my audience unique? Your goal is to develop a more complete picture of your audience. Uh So like for example, examine specific age ranges rather than one wide range. Consider their location, city, suburbs, rural, um consider education level. Alright, employment hobbies and interests and values and of course consider their view of your product or service. Like is it a necessity, is it a nice to have or is it a special treat? An understanding of your audience can influence everything on your site, from graphic design to the words on the pages. It might be tempting to consider a broad audience. For example, everyone likes ice cream, right? But I'd be more useful than narrow in on your audience. Uh, the way you really want. All right? So even though everyone loves ice cream, a gourmet ice cream shop may specifically want to reach trendy foodies who are willing to spend more for locally sourced products of high quality. If that's the type of rice, can you sell you want your website to communicate that to the foodies who are most interested and what you have over All Right, so let's apply this to your own business with a short exercise, creating a customer persona. Think of one specific customer. Uh, you know, a living breathing individual not to generalize demographic. So like what kind of work did it do? Does that work? Actually define them? What motivates them? For example, are they inspired by art? Are they environmentally aware? Are they devoted to caring for others? Also think about things like how do they spend their free time? Do they compete in sports? Of course, they're puzzles, play with their kids. Are they interested in the latest trends or are they creatures of habit? Now take all of that and related to your business? What would they say if you ask them why they use your products or services? Keep this customer persona in mind when designing your website. Also note that you're probably going to have More than one customer persona to consider. Yes. Now that you're thinking about your goals and your audience, let's add another consideration to the mix, tracking and measuring success. If you don't track and measure your website's performance, you won't have a way to make improvements. Well, improvements that are based on data. Right? So here's another way to think of it. Let's say you made some modifications to your bikes, bicycle right to make it go faster if you don't know your Mac speaking before those modifications, how we know if those modifications actually work. So you need to track and measure all my success. So, you know what kind of improvements you need to make. There are a lot of ways to do this. Some or more accurate than others. Of course, you can start by simply asking your customers how they find you, Right? You can ask when they call you the phone, they visit your store or you know, even in an email correspondence you can also get more precise like so for example you can use a trackable phone number that you can start a trackable phone number. If you advertise with google, you can use free call tracking which records every time your ads result in a phone call, you can track the number of emails and form submissions from your site. If you have an e commerce site, of course you can track your cells and you can also use web analytics software like google analytics to understand your visitor's behavior on your website. So everything you do on your website should support your goals. So one useful way to create meaningful goals is to use the smart framework. So S M A R T S is the ghost specific and detailed um how will you measure? Uh A is the goal realistically attainable? Uh is the goal relevant to your actual business? Like so like will this goal help you to reach your business goals? Uh In t of course time bound set a time frame for actually achieving that goal. Oh, so let's review to possible goes to your site a little quicker exercise for you. I will read them out loud and then in the chat box below type in if you think either option is a smart goal. All right. So gold one you sell jam online, right? Your goal is to increase brand awareness by creating funny videos that incorporate jam. Uh, the gems are always as props, right? The video will be published on your website and on youtube. All right, Let's go one. So go to you sell jam online And your goal is to increase online sales by 10 this quarter by sponsoring a local high school sports team in exchange for local placement on the uniforms. All right. So what do you think about these goals? Are they smart? Let us know in the chat below. All right. So let's see. So the first goal is a good start, but it needs some adjustment to be smart. So the outcome must be measurable. So incidentally brand awareness can be measured, but it will take some effort. Uh, is the goal relevance to your bottom line selling Jim maybe right. Uh, and the goal needs to be time bound. We have no time frame on that. We talk about gold too. It is specific attainable, relevant And time bound, that's a great start. But it might be tricky to correlate jam cells with the logos on the uniform. So like really, how will you actually measure the success of this? So when you talk about there, there is no one right answer these are things that you really need to think about as you're actually creating your goals. All right. So now let's try creating some smart goals for your business. Take 60 seconds to write down your ideas. Your goals should be specific measurable, attainable, relevant in time back. I'll give you 60 seconds and then we'll come back. Mm hmm. Mhm. Mhm, mm hmm. Mhm. Mhm. Mhm. Mhm. All right. So do you have some goals outline? We hope you will actually join us for part two of this workshop where we will introduce google tools that can actually help you make those goals. So part two is titled Elevate your website with google tools and of course you can register at G dot co slash grow on air.