One is the loneliest number since the number two…
So sad, right?! Only one.
Why? Isn’t 2 or 3 better than one?
Let me ask you one question:
Are you getting the results you want from your website?
If the answer is no, I’m willing to bet you have not really focused and chosen one specific, measurable goal.
Think about your business goals.
I like to think about more immediate goals first, like: I need to book 1 client project every a month. Then I break that down with my approximate numbers that I know: Typically about half the people I talk to about their project become clients, so I need to talk to at least 2 prospective clients per month.
Therefore, I need about 2 people per month to contact me via my website to hit my short-term goal.
You can also apply this to longer-term goals: “Build a list of people who may become clients and who also may be interested in products I create in the future.”
Then I brainstorm a bit:
Well, I know that once people read a couple of my blog posts, they some times sign up to receive my posts via email. How could I create more value for people to sign up for my list?
Therefore, I may need to create something of value to give people, so they’ll sign up for my email list to hit my long-term goal of building that list.
Decide what the number 1 goal of your site is for your first-time visitor.
Sorry, have “them buy from me” is not it. 😉
The likelihood that a stranger will land on your website and buy something from you is very, very low.
You have to think a bit more like the “networking” process: first they have to know, like and trust you/your business… then they’ll buy. So set your site up to facilitate that process.
Take a few minutes and really think about how people can get to know you/your business in an online space. Is it by reading your blog posts? Seeing your work or process? Doing a free trial? Following you on Instagram? Or maybe the best way really is to have people talk to you/your team directly?
Your goal needs to be something you can measure.
Examples of realistic goals for first-timers to your site (remember you want just ONE):
- You get their email addy via a free offer or blog subscription
- They get a Free-Trial period of your product
- They see your product/service in action (like in a demo)
- They request/schedule a Consultation
- They fill out a contact form
- Follow you on Facebook/Twitter/Instagram/etc. (you have to pick one platform)
All of the above goals can be measured with the results + a free tool you can add to your site, called Google analytics. You can totally make up your own goal, just make sure it’s specific enough that you can measure it.
For example, let’s revisit the example of wanting 2 inquiries per month. If I see that if 100 people (on Google analytics) visit my site in one month and only 1 person (the results) actually filled it out, that leaves me with only a 1% conversion rate.
You may think the easy answer here is to just try to drive 100 more people to my site. While that is a part of the puzzle, it really is only part of it. I need to make sure I’m getting good, qualified visitors (i.e., people who are actually interested in my products service and are in the market to buy).
Since getting more, high quality traffic, takes time and consistent marketing strategies, I recommend looking for some small wins that you can take on right away:
- Is it easy to see how to contact me? (i.e., Is the contact link in the typical upper right corner of my my site’s main menu?)
- And is the contact form too long or complex? (People hate long forms)
- Do I need to give people more info (like the process, a portfolio or testimonials) before they are directed to the contact page?
- Am I clearly showing and telling the value of my product/service?
Small changes are best, so adjust one thing and see if anything changes in a month. Review your numbers and repeat.
Once your site starts performing well, you can add in an additional goal or 2.
There are lots of opinions on this and I just want to really make sure you know, this is only my approach. There is no right/wrong way, but I want your website to work for you and that’s why I recommend starting with 1.
Next post I’ve dive more into some strategies to achieve goals on your site. 🙂