Back when the Internet was in its infancy, the first rendition of websites were no more functional than a digital billboard. Businesses simply put up a website with basic functionality and call it a day. However, since then the purpose of a website evolved to become an integral part of any business strategy. Now with more modern tools like Social Media, Email Marketing and so forth...your website design goals should be a powerful ally to your company objectives.
Before we jump into specific website design goals for your online marketing strategies, we first have to understand what a SMART goal is.
SMART is an acronym for; Specific, Measurable, Attainable, Relevant and Timely. Utilizing these parameters, you will be able implement goals that will actually benefit the bottom line of your business objectives. Ignoring these might result in your company bleeding money in their respective departments. Do not implement marketing practices that are not in your best interest, not attainable or simply cannot be measured.
Understand the process of establishing SMART goals now? Let’s see how we can apply these to specific departments within your business model, or see how SMART goals are incorporated in Growth Driven Design.
Firstly, let’s take a deeper look into the specific goals for each department. Understanding these points will help you design your website accordingly. Which aligns the functionality of your online endeavors with the goals each department seeks.
Marketing – Their main objectives will always be to generate leads by driving in traffic, to engage prospects in relation to the Buyer’s Journey and to re-engage old customers for repeat conversions. Sounds like a mouthful, but this is the general gist of it all.
Sales - The sales department of the business will always require a website to assist in closing sales through validating and supporting sales team communications. In other words, utilizing a CRM that will streamline leads to the sales department. Which assists them in closing a prospect on a specific offer.
Customer Support – Here it's all about creating a deeper sense of ‘customer satisfaction’ by providing a more robust service to the customer. This is usually done through, live chat functionalities, email support, support desks, telemarketing services integrated into the website and so forth.
Webmasters – These are the people that keep the site running smoothly. Their goals usually depend on simplifying and optimizing content updates and general website management. They want to keep your site as current and as secure as possible.
IT – The IT Department focuses on cross-platform integration, security issues, performance and scalability issues. Think of everything related to the back-end of your site.
Operations – The ‘Operations department’ works on streamlining and automating the website in order to reduce costs and optimize workflow.
HR – The functionality of the HR department focuses on attracting and hiring new recruits. Additionally, they can create a space on the site where current employees can find additional assistance without having to show up ‘in person’. This also helps optimize the HR Process and reduces costs in the “Operations Department”
C-Suite – For the top dogs of the organization, their ultimate goal is to grow the company’s bottom-line. Which should increase profitability in all sectors. When it comes to websites, it refers to lowering costs, increasing company practices efficacy and streamlining the functionality of all departments.
Now that we know the general objectives of each department, let’s see what we can do specifically in each of the departments to insure that their goals are SMART. Below are some examples to provide you with a general sense of ‘what you should be looking for with your company website design goals’.
Within the Marketing Department, their main objectives is to attract relevant potential customers to the website. Then engage with them on their particular ‘stage’ within the Buyer’s Journey. Lastly, convert them into customers.
Here are some of the most common marketing-related goals for a website:
Now let’s move onto the Sales Department. It is obvious that the main goal of this department is to generate more sales. However, what about companies that do not push sales directly through their website? How do they utilize the website to assist them with their overall objective of generating more sales?
Usually, for companies in the second category, the idea of the website comes more as a “supportive tool” rather than a direct sales mechanism. Allow me to explain in a bit more detail;
Let’s move onto Customer Care. Most websites today have some sort of customer care option. Whether it’s the “contact us” part of the website, live chats, telemarketing services and so forth. In order to fully understand how we can establish website design goals for this department we can break it down into two sections;
These people are usually the people running the digital aspect of your website, from content generation, integrating CMS’ and creating landing pages for specific products/services.
Similar to the Customer Care Department there are two main points you need to be focusing on;
The IT Department is all about allowing you to run your website efficiently. They need to keep everything current, secure and working smoothly. While they are not always necessary, they are crucial for the success of your digital endeavors. After all, if a website is “down” or “offline”, you’re not generating sales or activity for any other department.
The IT department has one major goal;
These guys are all about efficiency and seeing ‘where they can automate’ processes. Thus, one of the major goals of the “Operations department” is set to;
For most websites, the HR department focuses on the ‘in-house team’ meaning they look for recruitment and support for current employees. Thus the website design goals they should be focusing are;
Now that we have looked at every department in detail, what about the ‘head honchos’ of the organization? How does a CEO or a COO fit into all this digital workspace? Mainly, the job of a CEO is to increase the overall revenue of the company thus their main objective is;
Now, you should have a deeper understanding on how to establish website design goals. Especially, if you want to focus on a specific department. Obviously, this is merely touching the tip of the proverbial iceberg, but it should give you a clearer picture when it comes to establishing SMART goals for your company in relation to the digital workspace. Learn more about how we go about our website design service.