My 5-step process to set the right goals for your nonprofit website (and four questions to ask before you start)
So you’re ready to set some website goals? Figuring out if your website is actually working tends to be difficult, huh? You've invested time and money into having this online resource to reach your people and yet chances are good you just aren't sure if it's worth it anymore.
Spoiler alert: it absolutely is!
Setting goals and tracking your progress doesn't have to be difficult or scary - it just has to be intentional. And, you have to start in the right place, which means having the right goals from the very beginning.
Use this 5-step process to figure out what it is you want your website to do for you and then start small with setting and tracking just a few goals. Before you know it, you'll be on pace to blowing those goals away and setting new ones! Best of all, you'll be maximizing your reach and impact and sharing what you do with those who need it most.
Here are some great website goal examples for nonprofits:
Set up a lead magnet to grow my email list by 100 subscribers in Q1
Increase website traffic by 25%
Increase online donations by 25% in the first quarter
Add 25 quality backlinks to my website to increase authority and trust
Post one blog per month for the entire year
Update all photos and copy monthly
Step 1: Ask yourself these four key questions before setting any goals
1. Why do you have a website? Are you raising money? Recruiting volunteers? Promoting your programs? Just want credibility? Figure out your why before you do anything else.
2. What is the best way your website can help your nonprofit? Or, if you told someone your website was doing everything you hoped it would, what would that look like?
3. Do you know what your ideal donor or customer looks like? Are they male or female? Younger or older? Geographically concentrated or all over the place? Define an obvious picture of your ideal audience so you have them in mind as you write your website copy.
5. What's the big picture? If your website analytics showed you rocked every single goal, then what? What would that mean for your life? Your community? Your organization?
Step 2: Choose specific goals
Review your answers from step one. Then, decide which of the broad categories below best align with your primary objectives. There is no right or wrong answer and you may want to choose goals from both areas. Mark the section that best matches the goals you'd like to set.
If your website objectives center around raising more money via online donations, possible goals would include:
Increase overall traffic to your website
Increase conversions
Increase referral traffic
Decrease bounce rates
Increase email subscribers
Achieve higher SEO rankings for your top keywords
If your website objectives center around building credibility, awareness of your programs, increasing efficiencies, or simply providing information:
Increase overall traffic to your website
Increase referral traffic
Achieve a specific number of blog posts per month
Increase the number of guest blog posts you write & backlinks
Enhance current content to better reflect your expertise
Increase time spent on your site
Achieve higher SEO rankings for your top keywords
Add functionality to your site through forms or other tools
Before you write those goals…use the FAST method to make sure they measure up!
We've probably all been taught to set SMART goals. But, I like the system from MIT a little better and recommend setting FAST goals instead.
Keep this framework in mind as you set your own website goals on the next page.
Frequently discussed
There is no "set it and forget it." Website goals must be added to regular board meeting agendas, evaluations, and kept front and center along with other organizational goals.
Ambitious
Goals should be ambitious but not impossible to achieve. To set achievable goals that stretch you, ensure they are personal to you and your organization. Never set metrics based on what someone else is accomplishing. Establish a baseline and then aim high.
Specific
Your goals should be specific enough to establish a clear measuring system around and include as much detail as possible. For example, instead of "increase traffic," your goal will be "increase website traffic from 300 weekly visitors to 500 weekly visitors."
Transparent
Goals are not meant to be set and then shelved. Ensure all relevant team members understand the goals and the part they will play in achieving them. Consider holding team members accountable for goals they have direct control over, as well.
Step 3: Set just three goals to start
Remember the FAST method. Then, include the goal, metric, and timeframe in which you'll achieve the goal or measure your progress. Start with just three goals.
Example: Increase website traffic by 10% by the end of Q1. Or, decrease the bounce rate by 10% by the end of Q2.
Then, make a list of possible future goals:
If I am successful at tracking, measuring, and accomplishing goals one through three, here’s what we’ll focus on next.
Step 4: Record your baseline numbers
Before you grow your website, you need to capture where you are right now! Use the prompts below to record your baseline numbers and include the timeframe you've measured (month, quarter, year, etc.) If you set a goal that is not represented below, go ahead and add that metric on your own.
Need help finding this info? If you’re using a Squarespace website, your analytics are right inside your website - super convenient! Otherwise, install Google Analytics or use Google Search Console.
Website traffic Be specific. Are you tracking all visitors or unique visitors?
Typical conversion rate
Online sales or donations received
Percentage of website traffic from social media sites
Average time on site
Current number of email subscribers
Number of blog posts posted (and/or guest posts)
Any other specific metrics unique to your nonprofit or small business
Step 5: Plan to measure
Choose a day each month that you will check in on your progress and adjust your strategies, where needed. Write that date in your calendar and treat it like a meeting you cannot cancel.
Setting goals for your website will be a critical factor in ensuring you’re getting the best return on investment — whether that’s the money you spent to have a new website designed, your time keeping it updated, or a combination of both. Oh, and be sure to plan time to do a little happy dance when you see that you’re meeting those goals and it’s time to set new ones!
One final note: This post does some assuming that you have a functional website with great analytics at your disposal. If that’s not the case, it’s time to evaluate your website needs. I always recommend hiring a designer or agency that has experience in your field of interest. For example, if you’re a home builder, you’ll want someone experienced with building a home builder website. If you’re a nonprofit or mission-based organization, check out our work over at Sarah Moon & Co.
Until next time,
Andrea
One Nine Design is a digital marketing company helping small businesses and nonprofits learn how to use the right digital marketing tools to grow your reach and make a bigger impact!
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