The Risk of Not Having SMARTER Website Goals

Posted on Posted in Digital Marketing 101, Website Framework and Goals

Today I’m sharing a not-so-sexy strategy that can mean the difference between simply having a website that exists and having a website that is a critical piece of driving revenue in your business.

I’m laying out the meaning behind SMART goals and SMARTER website goals, the risk of not having SMARTER website goals, and I give you a free self-paced Website Goals Worksheet to help you layout your goals easier.

Let’s first start with the meaning of SMART goals.

In high school, just before graduation, I held this belief that I was going to become a teacher. My goal was to be accepted to Central Michigan University and attend the teaching program in the Fall of 2000. At the time I knew my exact goal but what I didn’t know is that it was defined as a SMART goal.

What is a SMART Goal?

SPECIFIC: A specific goal states exactly what you’re trying to accomplish
MEASURABLE: A measurable goal gives you a look into what you’ll see when you’ve made it to the finish line
ACHIEVABLE: An achievable goal sets the tone for what actions can be done to reach your goal
REALISTIC: A realistic goal puts your goal in perspective by aligning the relevance and work required to get there
TIMELY: A timely goal sets boundaries for goal completion

Taking that example, and applying the SMART goal method, here’s what it looks like:

My Personal Goal: Be accepted to Central Michigan University and attend the teaching program in the Fall of 2000.
• This goal was very specific, because I listed the exact school and program
• It was measurable because I either had to attend or not attend
• It was achievable because I had strong academics
• It was realistic because it’s what’s required to become a teacher
• and it was timely because I was going to attend in the Fall of 2000

Your Turn: Think back to your youth, your timeless question of “what do you want to do when you grow up?” How did you get there? Or how are you working to get where you want to be in two years from now?

What is a SMARTER Website Goal?

And why do you need SMARTER Website Goals?

Laying out what you need to accomplish from every one of your marketing channels is key to a profitable business. And the same applies to your website because I’m going to guess that it gets more eyeballs on your products, on your blog, or on your materials more than any other channel in your marketing mix.

SMARTER website goals are the best way to confirm to yourself and your team of bosses that you mean business because you have a plan.

SMARTER website goals allow you to get buy-in from team members, bosses, or even validation from yourself that you have prioritized what matters most in your business.

Let’s take a closer look at SMARTER goals. Notice the added “ER” at the end of SMART.

SPECIFIC: A specific goal states exactly what you’re trying to accomplish
MEASURABLE: A measurable goal gives you a look into what you’ll see when you’ve made it to the finish line
ACHIEVABLE: An achievable goal sets the tone for what actions can be done to reach your goal
REALISTIC: A realistic goal puts your goal in perspective by aligning the relevance and work required to get there
TIMELY: A timely goal sets boundaries for goal completion
**EVALUATE: Helps you understand if you’re taking the right steps along the way to ultimate achieve your goal
**REEVALUATE: Every month and every three months, take an assessment and review your progress towards your goal

6 Risks You Face When You Don’t Have SMARTER
Website Goals

1. You’re paying money for a website that isn’t working for you
2. You don’t have a website that is serving the needs of your blog readers or customers
3. You experience delayed timing in growing your business or blog because you’re missing out on the most valuable digital marketing tool
4. You’re spending time with misaligned marketing tactics
5. You appear unorganized and not serious about achieving your goals
6. And ultimately you’re missing out on a big revenue stream for your business

SMARTER Website Goal Example

Leslie, a photography website owner, might focus on showcasing work in a creative way to inspire online sales while Russ, a real estate agent, might focus on a tool that help home buyers filter through many listings on the market and in return they collect leads

That’s a website goal.

Now let’s use that same example and create a SMARTER website goal.

I have a photography website and my goal is to showcase my work in a creative way that engages my visitors to spend more than 5 minutes browsing photographs and inspire online sales that reaches $25,000 by year end.

Let’s break it down.

SPECIFIC: Showcase work in a creative way that engages visitors and inspire online sales by year end
MEASURABLE: Visitors spend more than 5 minutes on website and online sales reach $25,000 by year end
ACHIEVABLE: Visual storytelling is very powerful, so I’m going to say yes, it’s achievable
REALISTIC: The goal is to increase engagement and earn sales, this is realistic
TIMELY: By year end
EVALUATE: Review website analytics to measure visitor time on my website and my sales reports every month
REEVALUATE: Reassess my website analytics and sales reports every three months and course correct where needed

That’s one example of a SMARTER website goal. You’re able to have as many website goals as you need, however I recommend between three and four goals to ensure your website is not trying to serve too many aspirations.

You may be thinking, this sounds really good, but how do I bring it all together to create SMARTER website goals for my blog or business?

I’ve done some work for you to make it easier on your end. Below is a self-paced worksheet to help you layout your SMARTER website goals.

CREATE YOUR OWN SMARTER WEBSITE GOALS

Download the one-page worksheet to save as a reference for when you’re ready to sit down and get focused on what you need to achieve with your website in order to impact your business in a positive way.

The Risk of Not Having SMARTER Website Goals

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