Strategy: What are your web page goals?

Take small consistent steps to achieve your content goals

Once you’re clear on the overall goals for your website, you also need to set goals for each page. These goals are just as important before you start writing or placing content on your site.

But which pages do you need? Let’s assume you’ll need most of the following pages:

  • Home
  • About
  • Products/Services
  • Portfolio
  • Testimonials
  • FAQs
  • Blog
  • Contact us

Now, using this page list as a guide, think about what you want each page to do. Every page on your website should have a purpose. So often I have clients who add pages just because that’s what everyone else in their industry is doing. Just because everyone else has a certain page on their website doesn’t mean that you should – every page must earn its place by having a clear purpose. Consider the following questions for each page:

  • Do you want this page to inform or sell?
  • What do you want your reader to do when they land on this page? Which features or information will this page need so they can complete that action?
  • What are the benefits of this page to the reader?
  • What is your call to action?

For example, if you have a products/services page, its purpose might be to inform your visitors about your offering. The call to action could be contacting you, or requesting a quote (which means there needs to be a link or button pointing to your contact page, or even a quote request form on the page itself). The main benefit of this page for the reader could be that you clearly outline how you can solve the problem they’ve been struggling with through your product/service.

Word Style Step
Write down a specific goal for each page on your website, including the action you want your reader to take after visiting (this will usually be subscribing, buying or contacting). If you can’t think of a goal for a page, consider whether it’s really necessary. Once you’re clear on your website and page goals, it’s time to map out the path that will get you there.

Content creation
The first step in creating your content strategy is creating your content goals – check! Now it’s time to figure out how to achieve those goals.

As with anything, whether it’s getting in shape, learning a new language or climbing a mountain, you achieve your goals by taking small, consistent steps in the right direction. As far as your content writing goes, these small, consistent steps involve regularly producing content.

So think about the content you want to create:

  • Which platforms will you use? (Website/blog/social/print/all of the above)
  • How often will you write for each of these? (Once a day/week/month)
  • Who will write it? (You/a team member/outsource)
  • How long will you need to do this? Are you working on a short-term campaign, or is this a long-term strategy? (Build it into your weekly workload)

Word Style Step
Think about the small, consistent actions you can take to achieve your online content goals. This could be as simple as blogging once a month, to having a weekly blog plus daily social media posts and fortnightly articles you publish on other websites. Once you have an idea of what you’d like to do, set aside some time in your calendar to get it done (once a week or once a month usually works well). If you can’t make the time, consider hiring someone to help you with this.

Consistency is key. No matter how much content you commit to creating, it’s more important to create it on a regular basis, rather than having an active spurt here and there and a lull in between.

If you haven’t worked out the actual goals of your website … check out this blog I prepared earlier.

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