Seems a no-brainer to assume that you set goals for your website much as you set goals for your business, but as we both know, lots of brilliant people jump headfirst into their work before getting around to a proper business plan. If you're that sort of brilliant person, it's not too late to plan a few goals so you can measure your successes and correct your failures.
Website Goal #1: Get Indexed
All the SEO in the world is dirty dishwater if you haven't actually been indexed by search engines. Some "experts" will offer to submit your URL to thousands of search engines – and there actually are thousands – but the vast majority of searches occur on only a few big ones: Google, Yahoo and Bing. Also, with today's robots and spiders you really don't need to "submit" your site, although linking to it from your Chamber of Commerce or Facebook page might speed things along.
That said, it's still possible to not be indexed because you broke an algorithm rule. If you still aren't indexed, ask your web developer to find out why and fix the problem.
Website Goal #2: Be Found
Your clients are looking for you, so make it easy for them to find you. Forget tricks. Find out what visitors want and the words they are using to look for it. Then use those same words in your page title and content. It's no use insisting you're a "consultant" if your clients are looking for a "coach" and your quality and service is irrelevant if you don't actually say what it is you do on your website.
Website Goal #3: Be the Better Choice
Even if you use the right search terms in your content, you may not get to the elusive Number One on Google. Lots of factors influencing rank are beyond your control, like longevity on the web. If you have a new site, there's no way to instantly build up years of history. So study your nearest competitor to see what they are doing – and do it just a little bit better. Look at their keywords, their content and their design.
Website Goal #4: Ask for it
Whatever it is you want done on your website. "My website isn't working!" is a common complaint, but few people really know what they want the site to do. If you want a purchase made, you need "Buy Now!" buttons and supporting content. Or you may want folks to sign up for an event or schedule an appointment. Think through what you expect and how to encourage that response.
If what you want is for people to come to your bricks-and-mortar store, check how many times your address-and-map page is viewed. You may be more successful than you think. Incorporating a special coupon code could improve your marketing research even further.
We often hear "My website stinks!" but don't throw the baby out with the bathwater. Determine some goals and measure your results. Whether you keep your old site or build a new one, the research will help you make the most of your Internet presence which translates to success for your business. We want to help you be successful, so contact us today to discuss the possibilities.