Website Goals and Marketing Objectives for Your Business
Why website goals are essential for your online success
What are website goals?
Website goals are the actions you want users to take when they visit your site.
Without clear goals, your website is just a digital storefront with no direction. Below, we’ll explore how setting the right website goals and marketing objectives can drive real results.
What’s the difference between a website goal and a marketing objective?
Website goals and marketing objectives often overlap because your website is your most powerful marketing tool. Whether you want to increase brand awareness, generate leads, or boost sales, your website plays a critical role in achieving these objectives.
Not having clear goals is like driving without a map—you might get somewhere, but chances are, you'll waste time, energy, and resources along the way. Without setting a target, you risk building a site that doesn’t serve your business or audience effectively.
To know your website is successful, you must define what that success will look like.
You can define success by setting good goals: goals that are realistic based on where you are in your business and where you want your business to be a year from now.
SIDENOTE: Starting a new business in 2025? Complete these 12 things before investing time, money, and effort into building your brand and website. Once you’ve checked off that list, revisit this blog post to determine your site goals.
What makes a SMARTER website goal?
A good website goal is driven by a purpose. It should align with your business objectives and provide a clear benchmark for success. Instead of aiming for a vague goal like "get more visitors," set a SMARTER goal:
Specific: Define exactly what you want to achieve.
Measurable: Use numbers to track progress.
Achievable: Keep it realistic.
Relevant: Align it with your overall business goals.
Time-sensitive: Set a deadline.
Evaluated: Regularly check progress.
Reviewed: Adjust as needed.
Examples of reasonable website goals:
Increase website traffic by 500 users per month over the next 3 months.
Generate 30 new leads per month through the contact form.
Grow your email list by 700 subscribers in the next 6 months.
What is the primary goal of your website?
Align your website goal with your business goal. Your website should be a direct reflection of your business mission. Ask yourself: What is the primary goal of my business?
Then, list three secondary objectives that support it. These will guide the direction of your website. This will vary based on your industry, products or services and many other factors.
Quick Examples of website goals:
Sell services or products
Showcase your portfolio
Reduce manual work
Improve client satisfaction
Build awareness, trust, and loyalty
Educate with helpful information
The top 3 common website goals:
1. Increase Revenue
To increase revenue, you need to convert website visitors into paying clients, improve lead generation through better call-to-actions, and increase sales through optimized landing pages.
Your website should work for you to sell more services or products, gain new email subscribers, and grow contact form submissions, email inquiries, or phone calls.
Website goal examples to increase revenue:
Increase the number of monthly qualified leads by 25% by using call-to-action buttons more effectively across landing pages
Increase the website’s conversion rate by 5% by using an automatic nurture email campaign after someone downloads a free guide
Increase online monthly sales by 10% by simplifying your sales pages
Reduce business costs by 5% (measured in dollars or employee hours) by using a CMS that automatically runs updates
2. Establish Authority and Brand Recognition
Getting known as the go-to expert in your niche shortens the sales cycle, boosts marketing efforts, and helps you get more referrals.
Showing your audience your expertise by clarifying your services and providing valuable, informative content is a great way to do this.
Website goal examples to establish authority and brand recognition:
Improve awareness of a services page by 200 visitors per month (measured by surveying before and after the website launch) by answering questions on industry-specific forums and linking back to your landing page
Implement a rebrand and reposition yourself to a new target market
Add fresh, helpful content to your site regularly with FAQS, blog posts, or videos and update old content
3. Automate and streamline processes
Your website should save you time and reduce manual work. With the right software and integrations, your website can streamline and automate processes—like sending an automated email to a new subscriber or customer.
Setting up processes is considerable work and time investment, but they pay off in the long run.
Website goal examples to automate and streamline processes:
Reduce the time it takes to sell and respond to leads by adding FAQS
Improve client satisfaction by 10% by reducing the checkout page questions
Lower support time and costs by 15% by rolling out a customer support chatbox
Take it one goal at a time
Goals should match what your company is capable of achieving. You don’t want to set yourself up for failure with a goal out of reach because that can be demotivating.
But if you’re a big dreamer and small goals won’t satisfy your ambition, ask yourself, what’s your big hairy audacious goal? The goal you’re telling yourself is unachievable. The goal where you keep saying “I can’t” right before it. Write that one down, too.
After you have a list of website goals, it’s time to establish a plan for how you will achieve your desired results.
How to achieve your website goals
Break down your goals into small task lists. Your how-to’s will vary based on your goals, but here are some simple steps to guide you in the right direction.
1. Write website content that speaks to your audience
Your website should directly address your ideal client’s pain points. Present the problem, offer a solution, and guide users toward action.
If you are struggling with your sales copy, hire a website copywriter for help or use our in-depth writing guide. Web writing needs to be strategic and structured correctly for the web.
2. Optimize your site for user experience
A fast-loading, mobile-friendly, easy-to-navigate website is key. Ensure your design is intuitive and the content is easy to scan.
Remove any unnecessary content on your site and third-party advertisements. Check out our blog, What Makes a Great Website in 2024, as it is chock-full of information on making your website easy to understand and use.
3. Drive more traffic to your site with content marketing (SEO and AEO)
Use search engine and answer engine optimization (SEO & AEO) strategies to rank higher in search results and increase website traffic.
This means focusing on creating high-quality content that directly answers common questions to help people find answers to the queries they ask search engines and AI platforms.
On the page, content that uses proper HTML heading tags, relevant keywords, and helpful up-to-date information like FAQS will help your site address long-tail keyword and voice searches.
Keyworded page titles and meta descriptions, frequent blog posts or content updates, quality backlinks, and social media advertising (organic or paid) will also improve your website’s performance in search results.
Get started with your website SEO in 5 easy steps.
4. Blog consistently and update popular content
Relevant, helpful and high-quality content will increase your site traffic. Yes, this still works in 2025. If authoritative websites reference and link back to yours or people share your posts, that’s even better!
We regularly update our site content and blog posts to maintain relevance and accuracy. Content updates and freshness are essential to keep your audience informed with the most up-to-date information, questions and trends.
Want to be an authority in your industry? Well, you can write a book or write a regular blog and newsletter. And if writing is not your bailiwick, podcasting and video work, too. Share topics within your industry and show people you know what you’re talking about.
Providing free info is the #1 way to build trust online and get new leads. Once people trust you and like you, they will buy from you or recommend you! When people spend lots of time reading or watching your website (dwell time), Google recognizes that, which will help your rankings.
5. Increase your email subscribers and leverage email marketing
Build your email list and use it.
Collect emails by offering valuable freebies like guides or discounts. Keep subscribers engaged with regular, helpful emails.
Most email software comes with built-in analytics to see what gets the most clicks and what people are interested in. With any data your website collects, make sure you have legal policies set up.
6. Increase social mentions and engagement that guide people back to your site
You love it when friends or family directly refer potential clients to you. Social mentions are organic online referrals.
Start by making your content easily sharable. Format your website’s URLs correctly. Then, share your site content on social platforms or in specific groups. The more people interact with your brand, the more visibility you gain.
Encourage comments and reposts. When people share your content and repost you, they are marketing for free! Make sure your profile bio page has your website URL, who you are and what you do.
7. Ensure website accessibility
This one goes hand in hand with making your site user-friendly. Accessibility is necessary as it lets people with disabilities or poor eyesight use your site more easily.
Adding alt text, using readable fonts, and providing video captions can make a big difference. Delivering an accessible digital experience is ethical and required by laws.
In June 2025 The European Accessibility Act (EAA) comes into effect, and the legislation requires websites in the EU to be accessible with Web Content Accessibility Guidelines WCAG 2.1 compliance at level AA.
In the U.S., The Americans with Disabilities Act (ADA) also requires government and businesses to follow accessibility standards in the WCAG, the standard for digital accessibility.
Measure and refine your goals
Track your progress using analytics tools. Check your metrics monthly to see what’s working and adjust as needed. Setting realistic goals isn’t just about hitting numbers—it’s about continuous improvement.
What are your website goals? Have you tried any of these strategies before? Let us know in the comments!
If you’re unsure what goals and objectives you should set for your website, we can help you figure that out. Get in touch today.
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