Chapter 2: Goal Setting

Goal setting is simply asking yourself what exactly it is you want your web presence to do for you.
Better yet, ask your customers and prospects what they want your web presence to do for them.

There are many ways to measure the success of your web presence. Sales is the most obvious measure. Look past the obvious. Other measurements to consider in goal setting include:

Additional content covered in the print edition of WebForging includes a paragraph to a page or more on each of the following:

  • Customer Service
  • New Markets
  • Number of Visitors
  • Page Views
  • Credibility
  • Communication
  • Inquiries
  • Sales
  • Timeliness / Ease of Updating

Take time to think about exactly what it is you want your site to do for you – and for your prospects and customers. Write it down. Clear expectations allow you to measure success. Having realistic goals is a much better approach to developing your web presence than doing a site just because everybody else does. The benchmarks you set as your goals might initially be educated guesswork, but at least you establish benchmarks. Consult your potential supplier for their input regarding realistic goals for your site. Consulting your potential supplier will give you insight into their thinking; if they don’t have a clue about the goals you might achieve via the web, move on to another provider.

Consult your team members; team members will more easily buy into benchmarks they help establish.

Finally, consult your customers. Your goals for your web presence should begin with your customers’s wants and needs – and your goals should never stop trying to serve the customer first and foremost.