13 Website Goals To Set And Focus On (Objectives, How To Set, Examples)

Setting and striving for the right website goals is a key part of website management. Goals help you measure success and make informed decisions as your site grows. 

This article shares 13 website goals to set and focus on. The goals include improving search ranking, enhancing content quality, improving conversion rates, and increasing the number of email subscribers. We define each goal and its importance, then explain specific methods to achieve them, and how to measure their outcomes.  We end by discussing the importance of website goals and how to set your own. Let’s go!

1. Improve search ranking

The first goal to set and focus on is to improve search ranking. Search ranking refers to the position your website holds on search engine results pages (SERPs). The objective is to increase your website’s visibility by ranking higher in search results and therefore drive more organic traffic. 

To improve search rankings, focus on 3 elements of SEO (Search Engine Optimization): On-page SEO, Off-page SEO, and Technical SEO. On-page SEO involves optimizing individual web pages to rank higher. Two common strategies are using relevant keywords in content and meta tags, and improving content quality and structure. Off-page SEO refers to actions taken outside your website to impact rankings. Two common strategies are building high-quality backlinks and engaging on social media. Technical SEO focuses on website infrastructure. Two common strategies are improving site loading speed and ensuring mobile-friendliness.

Measure success of this goal by tracking keyword rankings and organic traffic through tools like Google Analytics, Ahrefs and Google Search Console. Successful improvement of search rankings is indicated by a rise in organic traffic and higher positions of your website on SERPs. Organic traffic is traffic that comes to your site through unpaid search results. Higher SERP rankings mean your website appears closer to the top of search engine results.

2. Improve the quality of your content

The second goal to set and focus on is to improve the quality of your content. The objective is to ensure you’re producing genuinely valuable resources for your target audience. This helps you attract visitors and encourages return visits. High-quality content also benefits SEO by increasing the amount of time users spend on the page (dwell time) and earning backlinks.

To improve content quality, focus on three key areas. First, do indepth research into your topic to ensure you have a deep understanding of the niche. Consulting industry reports, academic articles and experts ensures you’re providing valuable content that outshines your competitors. Second, enhance your existing content with high-quality photos, infographics and video content. Third, update your content regularly to keep it fresh and relevant. 

Measure success of this goal by monitoring user engagement metrics like average session duration, bounce rate, and social shares. Average session duration means the average time users spend on your site. Bounce rate means the percentage of visitors who leave after viewing only one page. Social shares refer to the number of times your content is shared on social media. Successfully improved quality of content is indicated by longer average session durations, lower bounce rates, and more social shares.

3. Add a blog

The third goal to set and focus on is to add a blog. A blog is a regularly updated section of your website featuring articles or posts written in a conversational way. The objectives of a blog include sharing thoughts, demonstrating expertise, and engaging readers. They are also an excellent way to improve search rankings.

To add a blog, follow our 10-step guide on creating a blog. We’ve recommended the use of WordPress. When your blog is live, create a content calendar and begin publishing content regularly. 

Measure success of this goal by tracking the website traffic to your new blog over time. Reader comments, and social shares of your blog posts also indicate whether they are resonating. Successfully adding a blog typically results in increased traffic, active reader engagement, and sharing of your content.

4. Increase unique website visitors

The fourth goal to set and focus on is to increase unique website visitors. Unique visitors are distinct individuals visiting your site within a specific time period. The objective is to increase this figure because it means you are expanding your audience reach, potentially increasing sales. 

To increase unique website visitors, focus on 3 areas. First, use SEO strategies to improve visibility. Second, leverage digital marketing to drive traffic. Digital marketing refers to online marketing efforts, including social media, email marketing, and paid advertising. Third, create targeted landing pages that cater to specific audience segments and their needs. Targeted landing pages are designed to convert visitors by providing relevant content and clear calls-to-action.

Measure success of this goal by monitoring unique visitor metrics in Google Analytics. To check this metric, log in to Google Analytics, select the desired date range, and navigate to “Audience” > “Overview.” Compare the number of unique visitors over various time periods (weeks, months, years) to track growth. Successful increasing of unique website visitors is indicated by a rise in this figure over time.

5. Increase page views

The fifth goal to set and focus on is to increase page views. Page views are a metric indicating the number of times pages on a site are viewed within a given duration, regardless of whether the views are from unique visitors. The objective is to boost page views because higher page views typically correlate with increased engagement and potential revenue.

To increase page views, focus on two key areas. First, add more pages to provide more content for visitors to view. Second, work on increasing your overall traffic by optimizing your content to rank more highly on search engine pages.

Measure success of this goal by monitoring the number of page views on analytics tools like Google Analytics. Navigate to the “Behavior” section and select “Overview” to see the total page views over a specific period. This metric is also very useful for drilling down into your analytics to see which specific pages are getting views or not getting views. This then assists with other website management tasks like content optimization and internal linking. Successful achievement of this goal is indicated by a rise in the total page views figure over time.

6. Increase pages per session

The sixth goal to set and focus on is to increase pages per session. Pages per session indicates the average number of pages a user views before leaving your site. This is a positive indicator of the quality of user experience within a single visit. The objective is to encourage visitors to explore more of your site and therefore increase the chances of conversion.

This goal is closely related to the previous goal of “increasing page views”, but paints a better picture of how useful visitors find your site and the effectiveness of your CTAs and anchor text to internal links. Increasing pages per session is an equivalent goal to “reducing bounce rate”. Reducing bounce rate means lowering the percentage of visitors who land on a website page but leave without clicking anything or visiting another page. 

To increase pages per session (aka reduce bounce rate), focus on 3 key areas. First, audit and optimize the user experience using our UX-design checklist. This includes checking your website speed to ensure it’s loading quickly. Second, audit website content to ensure it is engaging and relevant to what your target audience is looking for. Third, optimize internal linking to encourage exploration, like providing related content suggestions at the end of articles.

Measure success by monitoring the bounce rate and pages per session metrics in Google Analytics under “Audience” > “Overview”. Successful improvement is indicated by a decreasing bounce rate percentage and increasing pages per session number over time. A good bounce rate is typically between 26% and 40% according to HubSpot.

7. Improve return on ad spend (ROAS)

The seventh goal to set and focus on is to improve return on ad spend (ROAS). ROAS measures the revenue generated for every dollar spent on advertising. The objective of this KPI (Key Performance Indicator) is to maximize the effectiveness of your ad budget, leading to higher profitability.

To improve ROAS, focus on two key areas. First, target ads more precisely using data analytics from tools like Google Analytics and Facebook Insights. Analyzing customer behavior, preferences, and demographics lets you create more relevant ads. Second, continuously optimize ad creatives and placements. This involves A/B testing ads, which means creating multiple versions of an ad to see which performs better.

Measure success of this goal by calculating ROAS using the formula: revenue divided by ad spend at the end of the campaign. A good ROAS range is typically between 4:1 and 10:1, meaning for every dollar spent, you earn RM18 to RM45 in revenue. Achieving an ROAS of 4:1 or higher is acceptable in most industries according to BigCommerce.

Successful improvement is indicated by an increase in this figure over time, demonstrating that your website’s ads are generating more revenue relative to cost.

8. Improve conversion rate

The eighth goal to set and focus on is to improve conversion rate. Conversion rate is the percentage of visitors who complete a desired action on your site, such as making a purchase or signing up. The objective is to increase this percentage in order to bring you closer to your larger business goals like generating sales or generating leads. 

To improve conversion rates, focus on two key areas. First, run through the entire visitor journey to optimize the user experience. Use clear CTAs and ensure the checkout process is seamless. Second, add social proof such as customer reviews, and trust badges. 

Measure success of this goal by tracking conversion rates through Google Analytics. Compare the conversion rates over time to gauge improvement. Successful improvements in conversion rates look like higher percentages of visitors completing desired actions.

9. Improve customer lifetime value

The ninth goal to set and focus on is to improve customer lifetime value (CLV). CLV represents the total revenue a customer generates over their relationship with your business. The objective is to increase the value each customer brings, thereby boosting overall profitability.

To improve customer lifetime value, focus on three key areas. First, implement loyalty programs to encourage repeat purchases. Second, use upselling techniques and bundle offers. Third, provide excellent customer service to foster long-term relationships. 

Measure success of this goal by calculating the average revenue per customer over time. For example, if a customer spends RM450 per purchase and makes five purchases over their lifetime, their CLV is RM2250. Compare this metric over different periods to assess growth. 

Successful improvement of customer lifetime value is indicated by a higher average revenue per customer, indicating stronger customer loyalty.

10. Increase number of social media followers

The tenth goal to set and focus on is to increase the number of social media followers. Social media followers are users who subscribe to your social profiles like Facebook, Twitter, and Instagram. The objective is to expand your online reach by growing your follower base, thereby increasing brand visibility outside your website itself.

To increase the number of your social media followers, focus on two areas. First, create engaging and shareable content that resonates with your target audience. Second, run campaigns. This includes buying ads, working with influencers, and running follower incentives like giveaways.

Measure success of this goal by tracking follower growth on the analytics dashboards of social media platforms. Successfully increasing your number of social media followers is indicated by steady subscriber growth.

11. Improve social media engagement

The eleventh goal to set and focus on is to improve social media engagement. Social media engagement refers to likes, comments, shares, on your social profiles. The objective here is to build a loyal and active audience.

To improve social media engagement, focus on two key areas. First, post regularly and at optimal times when your audience is most active. Second, encourage interaction by starting conversations, asking questions and responding promptly to comments or enquiries. 

Measure success of this goal by monitoring engagement metrics on your social media analytics dashboard. For example, use Facebook Insights to see the “Engagement” tab, which provides detailed metrics on how users interact with your posts. Adjust your strategy based on these insights to further boost engagement. A good engagement rate is between 1 – 5% according to HootSuite but this gets more difficult the larger your following is. Successfully improving social media engagement is indicated by a rise in the engagement percentages on any or all platforms.

12. Increase number of email subscribers

The twelfth goal to set and focus on is to increase the number of email subscribers. Email subscribers are visitors who sign up to receive your email communications. The objective here is to grow your email list for future marketing purposes.

To increase the number of email subscribers, focus on two key areas. First, offer valuable content or incentives in return for submitting their email address. 3 example incentives are free eBooks, exclusive discounts, or access to premium content. Second, use strategically placed pop-ups and sign-up forms on your website. 

Measure success of this goal by tracking the growth of your mailing list via email marketing platforms like MailChimp, MailerLite, or ActiveCampaign. These platforms provide detailed analytics on subscriber growth and sign-up sources. Successfully increasing the number of email subscribers is indicated by a rise in your subscriber count, indicating effective capture and conversion of visitors.

13. Improve email open rate and click-through rate

The thirteenth goal to set and focus on is to improve email open rate and click-through rate. Open rate is the percentage of emails opened out of the total emails sent. Click-through rate (CTR) is the percentage of clicks on links within emails out of the total emails opened. The objective here is to enhance email marketing effectiveness since they measure how well your audience engages with emails and takes desired actions.

To improve email open rate and CTR, focus on two key areas. First, write compelling subject lines. Use action-oriented language and create a sense of urgency or curiosity to increase open rates. Second, personalize email content by using subscriber names and tailoring content to their interests. This boosts both open rates and CTR.

Measure success of this goal by tracking both metrics through your email marketing platform. Optimal email open rate is 34.23% according to MailChimp. Optimal CTR for an email marketing campaign is 2.66% according to MailChimp. Successfully improving these rates is indicated by a rise in both percentages over time.

Why are website goals important?

Website goals are important for four reasons. Firstly, they provide direction and measurable targets for your site. Secondly, clear goals help track progress and make it easier to identify which strategies work and which need adjustment. Thirdly, website goals align team efforts. Fourthly, well-defined goals improve decision-making by providing benchmarks for success. This makes goals a key part of managing a website successfully Lastly, they guide resource allocation, ensuring investments in time and money are well-spent.

How do I set my website goals?

Set your website goals using the SMART goal-setting framework. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. This 5-step method ensures your website goals are clear and attainable. First, define specific objectives that clearly state the desired outcome. Second, set measurable benchmarks that are quantifiable, such as a number of website visitors or social media followers. Third, ensure goals are realistic. Fourth, align them with your business priorities. Fifth, establish deadlines.

What are examples of website goals?

Three examples of website goals are listed below. The first is, “Increase the website’s page views from 200/month to 1000/month by adding 30 new blog posts in the next 3 months.” The second is, “Increase the website’s conversion rate from 1.3% to 3% within the next 3 months by optimizing landing pages, improving call-to-actions, and conducting A/B testing.” The third is, “Reduce the website’s average load time from 4 seconds to 2 seconds in the next 1 month by optimizing images, leveraging browser caching, and minimizing HTTP requests.” All 3 website goal examples adhere to the SMART framework.