Benefits of an Intelligent Website

Smarter web design is better

In this highly competitive market every business wants the highest page rank possible in Google, Bing, Yahoo and dozens of of other search engines. With our intelligent web design we build-in features that will automatically give your company the advantage in search engine page rank, customer usability and a self-service portal that will enable you to update, edit and add new content to your web pages. Add embedded video to the package and you have powerful tool that will help you beat the competition on all fronts.

Connect with your audience

A well-made video engages visitors and forms a personal connection that is impossible in any other medium. Videos can demonstrate your products or services and build trust and confidence with your viewers while conveying emotion and personality. A well produced video includes a combination of sound, images and graphics and will provide a good experience for viewers and make them more comfortable and familiar with your products or services.

Convert visitors into customers

The goal of every business website is to convert visitors into customers. Existing customers are also encouraged to purchase more goods or services. A website with high traffic doesn’t do it’s job if visitors go away without purchasing anything or contacting you for additional information. Our videos will grab your customer’s attention, keep them interested and lay the path for increased sales. Businesses that use video on their sites have reported increased sales resulting in greater profits. Videos can provide much more information, in a shorter time, than text alone. Most people find it easier to absorb information when it’s presented in a video.

Search Engine Optimization

Did you know that websites using embedded video rank much higher in Google, Bing and Yahoo? Much higher than sites with just plain text, a site featuring video is 60 times more likely to rank on the first page of Google, Bing, Yahoo or any of the dozens of other search engines.

setting website goals and objectives


SMART Goal Examples

Now that you know the benefits of SMART website objectives, let’s look at some of the most common website objectives for specific departments. Remember to apply the SMART model to any and all goals. To give you a jumping off point, I’ve prepared a free worksheet with many common goals using the SMART model:

Here are SMART website goals by department with a quick recap of their common needs:

  • Marketing– drive traffic, engage prospects, generate leads and re-engage existing customers
  • Sales– help close sales by validating and supporting sales team communications
  • Customer Support – improve customer satisfaction through better service
  • Webmasters– simplify and optimize content updates and website management
  • IT– integrate with other systems; meet security, performance and scalability requirements
  • Operations– reduce costs by streamlining and automating workflows and tasks
  • HR– attract and recruit new employees and support current employees

Marketing Website Goals

Marketing departments typically want the company website to attract and engage more prospects, generate more leads, better support the company brand or raise awareness. Some common marketing website goals include:

1. Generate More Qualified Leads

This is arguably the most popular goal for business websites that have lead generation as their main purpose. This goal is best for companies that want to get more sales leads through improving their website’s marketing performance. To measure lead increase, I recommend setting a percentage rate increase as opposed to an absolute lead count. This accounts for monthly traffic fluctuations and allows for meaningful historical comparisons. Also, make sure to track qualified leads versus total general leads and set specifications as to what is considered a qualified lead. Doing so will also measure the quality of leads you are getting.

Example: Increase the number of monthly qualified leads by 20% (qualified lead: decision maker; headquartered in the U.S., revenue of $10M+).

2. Improve Lead Conversion Rate

This measures the ability of a website to capture information of a visitor and convert them into a prospect (measured as a percentage of website visitors who become prospects). This goal is good for companies that want to focus on the website’s ability to convert and is a great goal to set for inbound (content) marketing campaigns. This goal can also help measure changes in the quality of traffic. For this type of goal, it is crucial to know your website’s current conversion rate. This way, you can determine a realistic percentage increase.

Example: Increase the website’s conversion rate by 5% (with the same amount of traffic).

3. Increase Awareness

This goal lends to measuring how effective your website is in educating users about your new products or services when you are not necessarily “selling” online. This works well for websites that serve an informational purpose but don’t necessarily need to generate leads or capture information, such as: micro-sites for new product launches, political and government websites or non-profit websites dedicated to raising awareness around a certain cause. The only reliable way to measure this goal is by surveying users before and after a redesign on how well they understand the new product or service (brands) or cause (non-profits).

Example: Improve new product awareness by 10% (measured by surveying before and after).

Marketing website goals worksheet and examples


Sales Website Goals

E-commerce and SaaS websites typically (and rightfully) focus on maximizing direct sales. Conversely, sales departments in companies that don’t sell directly to their customers online typically want their company website to support the communications of the sales team throughout the sales process. Therefore, some common sales website objectives include:

4. Generate More Sales

This is the most popular goal for e-commerce websites that sell products or services online (SaaS also falls into this category) and is best for companies that want to maximize their online sales. Similar to lead increase goals, I recommend setting a percentage rate increase (in %) as opposed to an absolute sales amount. This will account for seasonal sales fluctuations and will allow for more meaningful historical comparisons.

Example: Increase monthly sales by 20%.

5. Improve Sales Conversion Rate

Similar to marketing, this goal measures the ability of a website to sell (convert a website visitor into a customer). It is typically measured as a percentage of website visitors who become paying customers. This goal is suited best for e-commerce/SaaS websites that want to focus specifically on maximizing a website’s ability to sell. This goal can also help measure changes in the quality of traffic. Just as with marketing KPIs, it is absolutely crucial to know your website’s current conversion rates before setting this goal.

Example: Increase the website’s conversion rate by 5% (with the same amount of traffic).

6. Improve Sales Support

If the role of your website is to help validate and support communications of the sales team throughout the sales process, this could be a good goal to set. It can be tricky to measure if the website’s primary role is not to generate leads but instead to help validate and support the leads generated offline by the sales team. I recommend a combination quantitative/qualitative goal. Survey your sales team to see if the new website better supports them and review sales KPIs: closing rate, time to close, etc.

Example: Improve sales support online by featuring relevant case studies and testimonials on the new website. Prospects visiting the website will see messages consistent with those delivered by the sales team (validating what the sales team says). This should result in a closing rate increase of 5% (measured through CRM before and after website redesign).

Sales website objectives worksheet and examples

Sales Goals Examples

Customer Satisfaction Website Goals

If your website provides a support role for your existing customers, then improving customer satisfaction through better user experience and service, along with reducing the time it takes to complete certain tasks, might be good customer satisfaction objectives for your website:

7. Improve Customer Satisfaction

Measuring online customer satisfaction is tricky business but if your website’s objective is to improve customer satisfaction through user experience, then you should consider qualitative research in the form of surveying your customers before and after a redesign. This type of goal is ideal for websites that serve a support function for existing customers (SaaS and online customer accounts), members (member portals), patients (healthcare), etc. For example: medical patients don’t enjoy spending time on hospital websites. They want to be in and out when making appointments, accessing test results or paying a bill before going on their way. Ease of use is vital and so interviewing/surveying patients (in this case) before and after the website’s redesign is important to determine what their needs are and if the new website provides for a better experience.

Example: Improve average user (customer/member/patient) satisfaction by 10% (measured using surveys before and after redesign).

8. Reduce Time to Complete a Task

Similar to the previous goal, a more quantitative way to measure customer satisfaction is to look at the time it takes to complete certain tasks on the website. Let’s face it, nobody likes to see their time wasted. Continuing with the previous example, a medical patient who can spend less time on a hospital website, making appointments and paying bills, is more likely to report a better user experience. Therefore it stands to reason that, the less time it takes to complete this task, the happier your customers will become. If your website has a particular function that your users access a lot( a certain feature, access to information, registration, bill pay, etc.), you can set a goal of reducing the time it will take to complete that action. You can then measure the time it takes using various usability testing tools or events in Google Analytics.

Example: Reduce the average time it takes to complete a task by 20% (measured through usability testing or analytics).