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Website Goals

The easiest way to get rid of your money, is to invest in marketing to get traffic to your website, for example AdWords Pay Per Click Marketing, and don’t have an exact definition of what your websites goals are.


Thinking “why would anybody invest in marketing and not having made his homework on how to get the most out of it?" Well, I see it every day. Let’s check if you made your homework or if you are wasting your money.

I tried to put the “3 important questions you should ask yourself before starting pay per click AdWords marketing” into one article, but soon had to split it into three articles, because there is so much to write about. Here are the 3 questions you should ask yourself:


  1. What is my websites goal?
  2. Does my websites usability support my websites goal?
  3. Are the texts on my website supporting my websites goal and do they support my pay per click marketing?


“Why is this guy talking about my website? I want to know how to set up my pay per click marketing account!” Hold your horses, we will get there. But first steps first!


Let’s start with #1 – What is my websites goal?

Yes, you can have more than one goal for your website. The process to find goal #2 or even goal #3 is the same how to find goal #1. But be careful! If there are to many website goals, you easily loose focus and end up in “goal-chaos”, which means that in the worst case scenario you end up with no positive result.

What is the core of your business? Where does your profit come from?

Sell goods? Offer services? Provide information?

Now think about your website as one of your employees. One of the employees, who is never absent, always gives 100% and who works for your company 24/7. What would you tell this employee to do, to make your company more profitable? Don’t be vague! If you have a new sales employee you wouldn’t show him his desk and tell him “now sell something” and turn around and walk away. You would be more precise like:

“Here is a list of all companies that are based in the State of X and that are in the X business. That’s how we know they need our product. Tell them they get a free example if one of our salesmen can visit them and speak with them about our product portfolio. If they are interested, forward the company’s information, the address, the person we have to talk to and the time, date and what product they might exactly be interested to our sales team. You need to make 5 appointments per day.”

Well, of course you would be friendlier and maybe even more precise, but this was just to give you an idea. Here are possible website goals.


A website goal can be a LEAD.

A lead can have increments, depending on the companies and the websites goals.

If your goal is to get more reader for your newsletter, you should keep the registration very easy. Just ask for the name and the email address. If you want to find new customers that are interested in insurance or that want to buy a house, you should probably ask for more information.


One of the websites that exist to create leads for their customers is Look how easy it is to get in touch with people through the site.

Little advice here: Yes, the less information you ask for, the more leads you will get. But do you have the time to follow up and verify each lead? Remember that you have only a certain amount of time each day to work. Sometimes it is better to get less, but higher quality leads through your website.

Don’t forget to define the value of a lead through your website. Otherwise you can’t tell whether your website and your pay per click marketing works profitable or not.


Another goal of your website can be a SALE.

There are millions of online shops in the world that try to sell their goods through the Internet. Some are doing well over years; some are closing down after a few weeks. Why are there shops that perform well and others that have no chance? Well, this is certainly a question we should discuss in detail, but for now we are keeping it short and simple.

Make shopping easy.

People are getting used to quick response on their computers. Even one of Goggles evaluation criteria for websites is the websites speed. Slow and complicated websites are not helping you getting sales. Ask yourself, how often have you closed a website because it didn’t load fast enough or you couldn’t find the checkout button? It is very important, that it is easy to fill your shopping cart and check out. That’s how you get a boost in your online sales. Look how easy it is on



How can you be sure that it is easy enough? Ask somebody who never visited your website to purchase a specific item through your page. Watch him doing it. Where does he click? Which sides does he look at? How long does it take? Write everything down and do it with a couple of people more. Let them all buy the same thing and note what happened. Ask the people if it was easy or what they were thinking while shopping on your website. Than review and optimize your site.


Another goal: Make Money through ads

There are information driven websites. There are general interest websites like, or special interest websites like They don’t sell anything online but they still make a lot of money. How that works? Online advertising. These websites have a lot of content, which attracts a lot of users and through online advertising, the companies behind these sites earn money. For example through Googles advertising program “AdSense”. With each click on a banner, the operator of the website earns money.



For these sites, the most important thing is good content. The great content on the website helps them to get interested users. Pay per click is one way to get more users to a website and AdSense is one way to get money out of each one of them without selling them anything.

I found another website goal in the net. Brand awareness.

Back in the days it was common for companies to have a website that wasn’t more than an online business card. You had the possibility to read about the company, there was a number you could call for further information and that was it. BORING! No online interaction between users and company and no interaction between users. Today websites aren’t like this anymore – or let’s say, they shouldn’t be like it anymore. That’s why brand awareness is one thing every website stands for today. Even if it is a personal website like Having a website like this, lets your name become a brand.

This article has told you about the different types of websites goals. Now it is your turn to think about what your “online-website-employee” should do for your company.

If you know it, ask yourself how you would brief this employee and have a look at your website. Check out if your websites goal is clear. Not only for you, but is it clear to the visitor as well?



Don’t forget, that you would control the employee regularly and see, if he is doing a good job. If he wasn't successful, what would you do? Right, you would listen to his calls, try to find out what he does good and where he can improve. Don’t forget to do this with your website, too. I will talk about “ways to measure your websites success” in another article.

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