Setting Goals for Your Website

The Need for Goals

Setting goals for your website is essential. A well-designed and beautiful website is a nice thing to have. It can draw users to your website, and – through aesthetics – reward them for their time. However, your website’s purpose should be more than to entertain or to please the eye.

As a part of your Online Sales Funnel, your website needs to have a goal. There are two goals that we’re going to be discussing in this article. 

  1. Your website should generate leads
  2. Your website should act as a hub for your landing pages

Lead Generation

The first thing I’ll talk about is lead generation. 

If your website is not generating leads for you – or otherwise facilitating your sales process – then it is really not fulfilling its purpose. 

With lead generation, your goal is either to:

  1. Get a visitor’s contact information so that you can follow up with them later, or
  2. Give you direct access to your visitors by inducing them to reach out to you

Generally you can facilitate these goals by:

  1. Incentivizing a visitor to provide you their contact information in exchange for a free, high quality resource (your lead magnet), and
  2. Giving a clear Call to Action for immediate contact

Providing a Clear Call to Action

When you provide a clear Call to Action, you include an an element – often a button – with a clear invitation to act. A button with the label “Download” is one example, or a link inviting visitors to “Learn More”.

Your Call to Action will usually lead directly to a contact form where your visitors can input their information, and possibly a short message as well. Alternatively, you can prompt your visitors to contact you by providing your email address, phone number, or on-site live chat.

In this example the visitor accesses a Download Page for a free resource. When they input their email address and click the DOWNLOAD button, two things happen:

  1. They are provided with the resource they requested
  2. They are shown a Thank You page. Now this page usually contains an up-sell, or some other way for them to continue getting value from you

You should have Calls to Action throughout your website. In fact, a good rule of thumb, is that no matter how far a visitor scrolls on your site, or which sub-pages they visit, there should always be at least one Call to Action on their screen at any given time. 

Using a Lead Magnet to Capture Contact Information

You incentivize a visitor to provide their contact information by offering what’s called a lead magnet. A lead magnet can be an eBook, a presentation, a webinar, a checklist, or even something physical, like a paperback book. 

Whatever your lead magnet is, there is one absolute requirement: your lead magnet must provide real value. You may be able to get away with a bait and switch once, but you’ll alienate your would-be customers.

The better way is to be generous. Earn value by providing value. As author James Clear puts it: “You can create a lot of meaning … by helping someone else do something that is meaningful to them.”

Your lead magnet is your opportunity to do just that. 

With few exceptions,  you should put your lead magnet on a dedicated landing page.

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